Digital orders
up 50%

How I did it:

During the RFP response, the team and I worked our tails off to deliver a creative strategy that focused on the user journey—a perspective that resonated strongly with Chipotle. To win the RFP, our response had to be unique and very creative.

To bring the vision to life, the team and I created massive boards filled with hand-drawn illustrations that mapped a future state end-to-end consumer journey which played a key role in what would become a long term partnership between Deloitte Digital and Chipotle.

User Research

Extensive user research was priority number 1 early on in the project. This included in-restaurant observations, to understand pain points, opportunities and customer habits. Part of this strategy included waiting for people to pick up their mobile orders and then randomly select individuals to get real, honest feedback and insights on the ordering experience.

Persona Development

From the in person research and existing customer data a robust set of customer personas was identified. Each of the personas was carefully mapped to the mobile customer journey to ensure the solution aligned with user needs.

Ongoing Collaboration

The success of the Chipotle Mobile Apps would not have been possible without the constant collaboration between design, engineering and the Chipotle team. Conversations were frequent, all ideas were welcome and everyone was on the same team.

I regularly held design meeting with all team members and brought everyone into the design process as my goal was to create transparency and foster creativity.

Check it Out

The Chipotle apps quickly became a topic of conversation on social media, content creators and more. Get the app for yourself, its fun, personalized and just dead simple to use!

Get the iOS App
Get the Android App