Freebirds World Burrito has been serving up Texas-inspired monster-sized burritos, salads, and bowls for 30+ years. With Texas-inspired recipes and “It’s your world service”, Freebirds has made its name as Texas’ no.1 burrito.

Project Overview

DineEngine is a full-service design and software firm specializing in digital experiences for restaurants and creating mobile-first online ordering systems. Freebirds World Burrito, came to DineEngine looking for our team to design, build and deliver a online ordering web experience for their brick and mortar locations.

My Role

  • User Experience Design

  • User Interface Design

My Team

  • Freebirds CEO & Head of Marketing

  • Lead Engineer

  • DineEngine CEO

  • UI Designer

TimeLine

10 weeks
(kickoff - delivery)
November 2017 - Jan 2018

Description

Provide Freebirds World Burrito with a mobile-first online ordering web experience.

Assumptions

  • Design will eventually be adapted to desktop

  • Branding choices will be used to rewards program/app

  • Freebirds to provide stock images

  • Freebirds to provide brand graphics

Deliverables

  • Site map & user flow

  • Customer personas

  • Brand identity, style guide

  • Wireframes

  • Final designs

  • Build and launch

Constraints

  • Mobile-only

  • No access to real customers (budget)

  • No Freebirds locations nearby

Define: User Flow

Deliverable: User Personas

Freebirds had an idea of who their customer was, but requested we create customer in depth user personas profiles for reference in the future.

I’ve shared a snapshot of the user personas here.

Deliverable: Style Guide

Because Freebirds was in the process of refreshing its legacy branding, we were given a lot of creative freedom when it came to the look and feel of this project.

Develop: Wireframes

Low fidelity wireframes: round 1

Additional wireframes: Desktop ideation

Final UI