Being in Texas, saying you have done work for Whataburger is a pretty big deal. The cult following Whataburger has is what has kept them going the past 50 years. However, there was much to be discovered as they expanded their footprint into states who had no idea who they were. This became my moment to assist in the digital transformation of Whataburger. Getting them to become relevant with our younger generations in such a competitive space.
Roles:
- Product Owner
- UX Design Manager
- User Interface (UI) Designer
Deliverables:
- Competitive Analysis
- Usability Testing
- Consumer Insights Research
- Pitches
- Service Design Maps
- Low and High-Fidelity Wireframes & Prototypes
- Design Systems & Toolkits
- Assets for Development
- Vendor Relationships
Tools:
- Figma
- FigJam
- Illustrator
- Photoshop
- User Testing, Lyssna, Teluna Start
The Journey:
Our goal was clear from the start; become more relevant to Gen Z. There was a multitude of tests happening to understand what exactly needed to change. First, let's get to know Gen Z's spending habits, QSRs they enjoy, rewards or offers they want, how they perceive technology around them. Once we understood our target, we started asking them what they thought of our actual product (apps, .com, kiosk, etc). We learned very quickly that this generation has no filter and are very honest about how they feel (wonderful for me because this caused the most movement for change). We were too antiquated, too dingy, not cool, but they love our food especially if they grew up with us. We knew we had to strip down our interface to make something much more appealing and accessible while adding in features our users wanted. The end result was a retro nostalgic yet modern and cool take for Whataburger that will last for years to come.
