Background

Veracruz All Natural is the most popular taqueria in Austin and all of South Texas. Known for their authentic Mexican cuisine and traditional-style dishes, they have become one of the most successful restaurants in the country. What began as a food truck in East Austin, started by two immigrant sisters from Mexico, has now expanded to seven locations in Austin and Round Rock, Texas.

Target Audiences

When the sisters started Veracruz 16 years ago, their main customer base comprised low-income earners. However, with multiple features in The New York Times and Forbes, along with numerous awards, their customer base has shifted to middle and upper-class clientele. It is surprising to see that such a successful brand, located in a tech-savvy city like Austin, has a poorly designed website.

The current website?

I wanted to get a clear picture of what both returning and new customers think about my current website

Findings

Of the 15 people I surveyed, 4 were out-of-state customers visiting for the first time. They did not order online but admitted that the website needs significant improvement. They mentioned that they wouldn't have visited if the restaurant hadn't been highly recommended.

11 are residents of Austin. Out of these, 10 are regular users of the website and, despite being accustomed to its poor design, admitted that it would be nice to see improvements.

Sketches

Low-fidelity Wireframes

I utilized Figma to explore numerous ideas and brainstorm various possibilities. I created low-fidelity wireframes and a prototype to test and refine my concepts.

Design System

Hi-fidelity - Mobile

Hi-fidelity - Desktop