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A Greener Chipotle

UX DESIGN      2023

Chipotle is one of the largest chain restaurant brands in the United States, and it leads the trend of Mexican flavors in the United States. At the same time, Chipotle pledged that In 5% of their stores, they now include the ability to compost, and are looking to increase that number to 20%. Are there ways to reduce Chipotle's carbon footprint to a greater extent? Is there a way to attract more users to participate in this meaningful activity?
  • RESPONSBILITY
  • UI/UX
  • Product strategy
  • Prototyping
  • Education
  • TOOL
  • Figma
  • Maze
  • METHOD
  • Survey
  • Persona
  • Usability Testing
  • Interview
PROBLEM

While the user experiences the Chipotle food, a lot of waste is generated in this process, and these wastes sometimes become the pain point of the user experience and reduce the user's sense of pleasure unconsciously.

Because of the theme of this design, it may be necessary to systematically analyze where the waste comes from in this process, and then analyze the generation of carbon footprint in the entire experience process is particularly important. Both users and Chipotle generate a certain amount of waste.
Then, how to identify and find these wastes is the first step, and the next step is to judge whether this waste has negative emotions for users. By creating a User journey map, users will get chances to choose by adding detailed utensil options and using Chipotle's existing point system to introduce the concept of the green chipotle into this system.

After determining the direction of this design, I realized that it is necessary to analyze the Chipotle App first to find the space for this iteration. Combined with the design theme to find the appropriate module to add functions, and whether it is possible to build a system that fits the Chipotle theme.

  • After referring to the logic of other ordering software, it is more popular for users to add Utensil before checkout, and can efficiently use a large amount of blank space in the Chipotle App.
  • The large amount of blank space can be efficiently used in the Chipotle App to open more possibilities.
  • It may be possible to use the existing personal preference settings to merge with the newly added functions, so that the use logic of the new functions is consistent with the use logic of the original App.
  • I realized that the educational content on reducing waste can be a kind of positive feedback mechanism through the existing reward system， because why not?
  • How to design a point system to attract and guide users to complete educational content becomes the next question that needs to be considered.
WIREFRAME, PROTOTYPE, AND CONCEPT

Based on the information from previous weeks, I decided to focused on the recycling and carbon footprint solutions, creating low-fidelity wireframes and doing Guerrilla testing. I divided this design into two flows according to the usage logic and functions:
FLOW 1:Ordering preferences and FLOW 2:Recycling Instructions.

USABILITY TESTING

In order to test my mid-fidelity Figma prototypes, I used a remote testing Maze, with setting up different tests to find out whether the recycling/preferences and carbon footprint features fit the needs of customers.

Participants number: 9

Task: Participants were asked to add utensils to their order then continue to payment and save preference settings.

Result: 13.4% mis click rate, 11.1% success rate

Analyze: The users seemed to think once they clicked on utensils, that they were done.

Recommendation: “Continue to payment” might be the wrong button name. “Update preferences” should be a different color.

Participants number: 7

Task: Participants were asked to always include utensils in the ordering preferences.

Result: 21.5% misclick rate, 100% success rate

Analyze: Users didn’t realize they were on the preferences page. They clicked on the top of the personal preferences page, instead of on ordering preferences.

Recommendation: Move the personal/ preferences. And show points instead. Make the area to click larger.

Participants number: 7

Task: Participants were asked to Click on the link they have just received, and join the mission to save the planet.

Result: 21.5% misclick rate, 100% success rate

Analyze: The link looked fake. And therefore, unclickable. The mission was confusing.

Recommendation: Update the link to look more realistic. Update the mission to make it more clear.

ITERATION

With this valuable usability research data, I was able to iterate and push to high-fidelity. In this high-fidelity prototype, I improved the original design ideas to make the new functions more logical and reasonable.

Participants

Selectable Utensils And More
Utensils as a new feature can now be optionally added to cart pages. I want to list the types of Utensil as much as possible, so that users have enough time to think and choose according to their own needs when they see different options. Now, when ALL is clicked, all options will be checked, which conforms to the basic logic of the module.
Add-on Ordering Prenferences
Ordering preferences now is a new and separate section. I believe it should not be listed as a sub-function of Personal preferences because: Based on the original logic of the Chipotle App, the settings of Personal preferences are all about account information, however, they are all related to the user action of Ordering, and they are all covered under Ordering preferences. Users can now enter the Ordering preferences to change the setting based on their own habits, so as to facilitate the default use next time.
Educational Incentive Mechanism
A brand new educational point system has now been created. The text message function is now used to inform users of the order's progress; at the same time, the educational video with environmental protection is attached. Users get a one-time reward point by clicking, and the statement with the nature of commitment can arouse the self-discipline of the user to reduce waste. With the existing point system and Feature function of Chipotle App itself, forming a circular mechanism becomes possible.
PROTOTYPE

https://www.figma.com/proto/5CSJegziSZEMmD2F1U9wRW/Greener-Chipotle?page-id=0%3A1&type=design&node-id=0-479&viewport=1111%2C484%2C0.63&t=B21TbXfTH6qdbaLc-1&scaling=scale-down&starting-point-node-id=0%3A479&show-proto-sidebar=1&mode=design

RESULTS

I took those two Flows to conduct Guerrilla tests on 4 participants. First, I asked the participants to use the Think-alouds method to conduct a simple usability test and then conducted an interview with each of them for about 15-20 minutes.

The interview questions include asking the participants their understanding of the functions and the definition of the new functions. Finally, the original Chipotle App was shown to the participants. The 4 participants all preferred the new functions and affirmed the design.

SUMMARY

My biggest challenge in this project is that it is a solo practice. Unlike teamwork, I need to arrange the time required for each stage reasonably. Although I managed to turn the idea into a design product and test it out, personally, this project gave me some valuable insights:

Usability testing is a very important step that cannot be skipped. It is inevitable to have many biases by myself, but Usability testing can show whether the design concept is really applicable to each user.

It's a good idea to specify an appropriate time line. As a full-time student, it is very difficult to allocate UX courses and school studies and make money on weekends, so allocating time reasonably allows me to allocate energy reasonably at different stages.

Inspiration sometimes comes from friends around me. In this project, I often asked people around me for their thoughts. Learning to listen and understand people who have different ideas from you is the secret to my ability to complete this project.