Designing the iconic app that helped propel the burrito giant into a digital leader in the fast-casual restaurant space.
⎯ Design Leadership & Management
⎯ UI Lead & Sr. Product Designer
⎯ Design Systems & Operations
In 2020 I joined an incredible team of humans as the lead UI designer on the Chipotle account at Deloitte Digital. During that year I helped lead a team of designers to create a fresh new look, evolving the app’s visual brand and experience.
With a focus on simplicity, food first imagery and authenticity, we crafted a new visual language that unified the digital platforms and strengthened customer experience. During this process we added many new features that engage several brand values, including sustainability, diet and nutrition, choice and customization, charitable giving, and flexible new Rewards program.
In 2021, Chipotle's digital sales grew 24.7% to $3.4 billion, representing 45.6% of the company's total sales. In 2022 the app was a Webby People’s Voice Winner (Apps Food & Drink) and Nominee for Best User Interface (Apps & Software). Today the rewards program has more than 40 million members and has been one of the fastest growing in the restaurant industry.
Looking for more? Please contact me for additional information about this case study or my lead creative role on the account.
Download the app and dig in for yourself.