Yenny Kim UIUX | Product Designer
Rethinking OTP for Hungry Taco Bell Users
Role
Lead UIUX Design (Customer Pod)
User Research
Copy Writing
Date
5/2024 to 03/2025
Project Type
MOBILE APPLICATION (IOS + Android)
WEBSITE (DESKTOP)
In today's digital landscape, user authentication plays a significant role in offering simple and secure user experiences. This case study displays the redesign of Taco Bell’s SMS and Email OTP (One-Time Passcode) authentication flows. The project aimed to enhance user accessibility, security, and engagement within Taco Bell’s digital platform.
By rethinking login prompts, optimizing OTP delivery, and refining verification processes, this initiative sought to recognize user interactions while aligning with my UX commitment to speed, reliability, and customer satisfaction. The functionality and user-centered design of Taco Bell’s digital authentication framework was my focus in the redesign of OTP.
This case study explores the practical approach, design methodologies, and impactful outcomes that contributed to a more intuitive and secure authentication experience for Taco Bell users.
What was the Problem of OTP?
Our previous login experience presented several friction points.
❌ Redundant user accounts due to inconsistent authentication methods
❌ Unbranded, multi-click screens that didn’t align with Taco Bell’s identity or conversion goals
❌ High drop-off rates from users frustrated by the time-consuming sign-up process
❌ A persistent reliance on guest checkout, which limited our ability to personalize user experiences and track engagement
With over 2.25 million users opting for passwordless email login and 654,000+ using Apple ID, we knew users preferred simple, secure methods over traditional passwords. However, our system didn’t fully support this behavior.
The goal was to :
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Eliminate guest checkout to increase account creation.
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Simplify the sign-up flow with a clean, branded, and intuitive UI.
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Introduce OTP login via both email and SMS, making the process effortless across devices.
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Drive awareness of rewards and benefits tied to user accounts.
Competitors Analysis
To better understand what drives successful onboarding, I conducted an in-depth card sorting exercise and feature analysis across a wide range of QSR and non-QSR apps. This included top brands like McDonald’s, Burger King, Chipotle, Starbucks, Nike, and Yelp. I categorized key features and flows, as shown in the visual provided, to compare how each app guides users through onboarding. I noticed clear trends among high-performing apps: McDonald’s and Burger King leveraged branded animations and motion design to make the experience visually engaging and memorable, while Chipotle and Starbucks used simple, focused flows to clearly highlight the value of their Rewards programs. Many apps, including McDonald’s, Chipotle, and Nike, used educational or illustrated permission screens to explain the purpose of location access, push notifications, and tracking permissions—helping build user trust and reduce drop-off. By identifying these patterns, I was able to surface the UX gaps in Taco Bell’s onboarding and apply proven industry techniques to drive stronger engagement and retention.
Among major QSR competitors, only Burger King and DoorDash have implemented OTP-based sign-ups, signaling a slow adoption rate within the industry. In contrast, OTP is far more common in non-QSR apps such as Amazon and Venmo, and widely used across e-commerce platforms like Klarna. This highlights a gap—and potential opportunity—for QSR brands to modernize account security and streamline user onboarding through OTP.
Evaluating the Old OTP Flow
The existing sign-up and sign-in experience in the Taco Bell app lacked branding, clarity, and intuitive guidance. Users faced multiple friction points, including unclear navigation and poor communication around the passwordless flow. While the UI emphasized rewards and membership benefits, it failed to educate users or guide them through what to expect during the login or registration process. As part of the redesign, the new interface will organize the experience, reduce cognitive load, and use rewards as a supporting motivator rather than the only focus. The goal is to provide a fast, simple, transparent OTP journey that encourages engagement and successful account creation without giving the users pressure or confusion.
Old sign-up flows and passwordless log-in displayed below for reference.
Design, Dev, Legal, Marketing — Flying Everywhere to Keep Everyone Aligned
With our planned structure and the full customer journey clearly mapped, I moved into high-fidelity wireframe creation—continuously fine-tuning layout, content structure, and flow based on fast-moving feedback and evolving needs. I organized everything within a shared Figma workspace, where each sprint, milestone, and deliverable had its own clearly labeled page for its pod. This setup allowed stakeholders to easily navigate, drop comments, and stay engaged throughout the process. I used Figma comments to quickly address smaller updates like copy tweaks or spacing adjustments for the development, also added an additional section where I can show the details of the UI, overall layout, code, and sizing to the engineers for an easier process. while larger UX or functional changes were documented and managed through Jira to show visibility, alignment, and a clear record of design decisions.
Visualizing OTP's End-to-End Experience
These are the OTP flows for Taco Bell! Yes, the OTP verification flow for the Taco Bell app. It continues from onboarding (Sign-In/Sign Up). I designed this flow with a focus on clarity, speed, and trust—ensuring that users could easily verify their identity without friction.
See the Full Experience: from Onboarding to OTP
I worked on the full onboarding experience — from sign-up and sign-in to the OTP verification flow, which all connect to each other. You can explore the full experience in the prototype below, or try it live now on the Taco Bell app!
