Taco Bell
A UX/UI revamp to streamline ordering, improve accessibility, and introduce a Nutrition Tracker for informed meal choices.
The Taco Bell website redesign is a UX/UI project aimed at improving navigation, streamlining the ordering process, and introducing a new nutrition tracker. This project focuses on creating a more intuitive, engaging, and accessible experience for customers.
Objective
My Role
Research
UI/UX Design
Usability Testing
Prototyping
Tools
Sketch
Figma
Adobe XD
Google Forms
Duration
6 weeks
The Challenge
The Taco Bell website struggled with poor navigation, an overloaded homepage, and missing core functionalities that users expected from a fast-food ordering platform. The menu structure was confusing, making it difficult for users to find items quickly.
Another major gap was the lack of nutrition tracking, which prevented users from making informed meal choices. While Taco Bell provided basic nutritional information, there was no interactive tool to help customers customize ingredients and track calorie counts in real time.
Many users also found it difficult to locate deals and promotions, which often influenced their purchasing decisions.
How might we improve the Taco Bell website to create a streamlined ordering experience, improve accessibility and introduce a tool that gives users more control over their meal choices?
The solution
Redesigned Homepage
Removed excessive ads and clutter, refocusing on eight of Taco Bell’s most popular items for quick access.
Streamlined the navigation bar, introducing dedicated links for Menu, Order, Nutrition, and Offers & Deals.
Merged Gifting and Merchandise into a single Merchandise page after usability testing showed that users grouped them together.
Created a new Information Page, replacing “Popular Links” with a centralized hub for company details, franchise opportunities, and brand history.
Restructured Menu Page
Renamed menu categories to align with user expectations, simplifying the browsing experience.
“Groups” → Party Packs
“Value Menu” → Dollar Menu
“Veggie Cravings” → Vegetarian
“Power Menu” → Power Bowls
Enhanced visual design with a dynamic background and larger call-to-action buttons for easier interaction.
Highlighted nutrition information, adding a visible “View Nutrition Info” button to make dietary details more accessible.
New Information Page
Created an Information Hub that consolidates essential details about Taco Bell’s history, careers, franchise opportunities, and community initiatives.
Replaced the disorganized “Popular Links” with a structured layout, improving discoverability.
Introducing the Nutrition Tracker
The Nutrition Tracker was a completely new concept designed to fill the gap in meal customization.
Users can customize their meals in real time, selecting ingredient portions (Easy, Regular, Extra) and seeing instant calorie and nutrition updates.
The interface provides color-coded visual feedback, making it easy to track changes at a glance.
Added two key functionalities:
Reset Settings to allow users to start over without losing their selections.
Add to Order to seamlessly integrate customized meals into the checkout process.
Testing & Validation
Usability Testing Tasks
Participants were given a series of tasks, including:
Adding a taco, burrito, and drink to an order
Customizing a taco using the new nutrition tracker
Finding the nearest Taco Bell location and completing an order
Locating a deal and applying it to an order
Results
Task completion was 40% faster, reducing friction in the ordering process.
User frustration decreased by 50%, with participants finding the navigation more intuitive.
The Nutrition Tracker was highly praised, with users reporting that it helped them make better meal decisions.
Engagement increased on the homepage and menu page, as the cleaner UI and structured navigation made browsing easier.
Next Steps
Conduct A/B testing to refine visual elements and layout effectiveness.
Enhance mobile optimization to ensure seamless access to the Nutrition Tracker on smaller screens.
Implement user analytics tracking to measure long-term engagement with the Nutrition Tracker.
Reflection
This project reinforced the value of research-driven UX/UI improvements. By identifying key usability issues and designing a more structured, intuitive, and engaging experience, the Taco Bell website became easier to navigate, more functional, and more accessible to a wider audience.
The Nutrition Tracker was a key innovation, allowing users to customize their meals in real time and make informed dietary choices—a feature that had never existed on the site before.
Further refinements and testing will continue shaping the experience, ensuring that Taco Bell customers have a seamless and intuitive digital ordering process.