La Regia Taqueria
La Regia opened the doors of their taco truck in with their business model revolving around the concept that fresh, authentic Mexican food and a friendly smile serving it will draw consumers from around the Iowa City area. Their hard work earned them widespread recognition and the Iowa City Press Citizen's best Mexican Food Award in Iowa. Since, their storefront restaurant has become a staple for university students and Iowa City Locals alike, and even draws in a celebrity whose craving great tacos from time to time.
While their integral presence on campus was both well polished and apparent, their online presence was neither. La Regia knew their widespread success could be converted to online sales. They came to Esper with high aspirations and an outdated site. Through collaborative ideation, Esper and La Regia achieved a custom ordering system accessible through all devices, an intuitive catering system, and aesthetic product photos to further tantalize consumer's taste buds.
After a site audit and extensive discussion with La Regia, we arrived upon three goals that needed to be achieved:
1. Implement a intuitive ordering system that will increase traffic to the site, in store and sales
2. Change the flow and theme colors to better represent their brand and atmosphere
3. Highlight the diversity of their marketplace offerings.
We based our design strategy off these goals. Esper was determined to deliver an ordering system that was as intuitive as if you were looking at the menu within the physical store. Next, we mapped out a layout that reflected the vibrancy and life a consumer experiences once they enter La Regia. Finally, Esper wanted to communicated the multifacetedness of La Regia's business by displaying the variety of products both on the menu and in the marketplace.
Online Ordering User Experience
Our foremost goal was to generate sales through the online ordering system. In order for this goal to come to fruition, the ordering system needed to be well broadcasted, easy to use, and aesthetic. The first aspect considered was the location of the menu on the site. Rather than tucking the ordering system behind a tab on the menu, we placed it right below the short bio about La Regia's origins.
The next aspect in creating a successful ordering system was the intuition in using the site. Whether a consumer had a exact order in mind or wanted to search through the entire catalogue of options, we simplified the menu in order to eliminate cognitive burden. The result was a streamlined but highly functional menu, derived from the idea that user experience - from meal selection to payment - should be as simple as a few clicks.
Finally, using color psychology insights, we crafted a palette of colors that not only conveyed La Regia's mission and tapped into their brands heritage, but also were pleasing to the end user.
The results of the site's revamp have been astounding. La Regia's in store success directly translated to online, utilizing the ordering system. Without advertising, analytics display $2000 worth of sales in the first week, and an 131% increase in sales every week since.
Consumers are also responding to the new color scheme; 70% of users who has visisted the site so far have scroll through the menu, with 40% of these users deciding to order, La Regia's bounce rate is down 31%.
The increased online traffic has also resulted in increased traffic within the store. Manager Jose reports that La Regia has never been busier.