The Devil Made Me Do It
Vegan Tacos - A Torchy's Brand
Everyone loves Torchy's, but their check out prorcess is confusing to users in addition it does not offer any vegan options or ways to tailor orders online. We also learned that vegans often feel judged and uncomfortable when requesting custom orders to fit their dietary needs.
By creating The Devil Made Me Do It, a vegan Torchy’s spinoff brand, with a fully customizable, intuitive and improved checkout process, we give customers with a plant-based diet a safe space to feel confident and at ease about ordering food online.
Working with a team of 6 to design this project, my roles included; Designing the HiFi Responsive Prototype, Conducting User Interviews, developing the check out flow, sketching wireframes, conducting A/B user testing, designing the style guide and testing for accessibility.
We Began our Journey on Torchy's Website
In order to get an idea of how we could improve Torchy's website, we took a detailed look at it and redlined what they were doing well and what could be improved.
We received 108 responses to our online survey which asked about Vegan food habits when eating out and ordering food online. Some highlights from the data we drew from their responses include; The majority of the respondents are female and between the ages 25-40. In addition 65.2% of respondents eat vegan because they care about their impact on the environment. They also try new restaurants based on positive reviews by other vegan's.
We met with our potential users
Each of us interviewed a vegan for a total of 5 interviews. During these interviews, we asked questions about their experience of being vegan as well as questions about ordering food online.
"I eat Vegan for the environment."
"I love eating at Vegan food trucks."
"My family gives me a hard time for eating Vegan."
"I like the ability to customize my order."
"I feel like innovative food is a motivator for me."
"I don't like ordering delivery because they usually get the order wrong."
After synthesizing all of the data we collected, we developed the ideal user for "The Devil Made Me Do It", A vegan taco truck eComm site.
Meet Our User
Jenny Love, 30
Vegan for 1 year so far
Frustrated when ordering food online
Loves Animals & the Environment
When she places her food orders online, they usually get it wrong
Wishes Torchy's had vegan options
Eats vegan to reduce her carbon footprint
We wanted to put ourselves into Jenny's shoes....
so we Empathized.
"I miss eating the non vegan foods that I used to eat."
"When restaurants are innovative with their vegan items, that's a huge motivator for me."
"Ordering food online is convenient, but it never comes out right."
Uses social media as the primary way of discovering new vegan restaurants.
Orders food directly from restaurant.
Goes to food truck parks because there is a variety of Vegan food trucks in Austin.
Jenny's Pains Include:
Social Pressure: Eating with groups of Non-Vegans
Restriction: Wants to feel like restaurants have more options & that she has the freedom to customize her order.
Frustrated when eating out at non vegan restaurants.
Judged negatively by her vegan lifestyle.
Excited to try new vegan restaurants.
There is such a stigma associated with being a vegan.
Austin is the perfect city for trying out Vegan food truck businesses.
Eating out with friends is challenging.
Jenny's Gains Are:
Discovery: Loves finding exciting, unique & innovative vegan places.
Comfort: Likes restaurant experiences that meet her diet restrictions in a comforting & inciting way.
So what's the problem?
And how can we make it better?
Jenny is a young-professional with a plant-based diet that needs a convenient, trustworthy and satisfying option for ordering online.
During our research we discovered that Torchy’s does not offer any vegan options or ways to tailor orders online. We also learned vegans often feel judged and uncomfortable when requesting custom orders to fit their dietary needs.
By creating The Devil Made Me Do It, a vegan Torchy’s spinoff brand, with a fully customizable, intuitive checkout process we give customers with a plant-based diet a safe space to feel confident and at ease about ordering food online.
Making the experience better
Jenny discovers that Torchy's has a Vegan food truck called "The Devil Made Me Do It." and the best part is that she can customize and place an order online for pick up!
We wanted to get an idea of what Jenny's experience would be like while using "The Devil Made Me Do It" responsive website, so we mapped out her user Journey.
Getting to Know the Competition
In addition to user interviews and surveys, we also conducted a Competitor Analysis, which gave us insight into what other plant based restaurants are doing well within their online ordering services and what we can do to make our online ordering process better. We analyzed our findings with a SWOT diagram.
Going with the flow
We created 3 key user flows, based on the stakeholder's requirements.
Putting pen to paper
Next, each of us sketched our own wire frames. We reviewed them and combined ideas to create the best possible user experience.
Through wire framing, we felt that the following 3 tasks were important to include for a great user experience.
Item Customization Cards
Estimated Time Order is Ready
Designing for the User
The stakeholder requested that the new site have the same fun and "devilish" feel as the original Torchy's website. After reviewing the Trochy's website, I created a style guide utilizing Torchy's color palette, fonts, similar buttons, icons and imagery. You can review the style guide here.
Vegan Facts at the End
A/B Testing Is A Must
I designed A/B versions of the desktop site and tested both versions, to find out what the users preferred. Check out the A/B testing results here.
Introducing the final front end developed prototype of The Devil Made Me Do It.
What we learned
Vegan Customers, as well as non vegans, like the option to customize their order.
Users appreciate the opportunity to double check their order before placing it.
Users can only focus on one task at a time. Too much info at once can get lost.
Call to action buttons are best for getting the users' attention.