De Taco


Design a responsive website for an existing Mexican taco stand in Tel Aviv. Enhance the brand while keeping the companies visual identity and transferring it to the web. Build a well designed user experience flow which promotes people in Tel Aviv to come eat at DE TACO through their food and culture.

My contribution

Product strategy User research Product design

The team





My research consisted of competitive analysis, with direct and indirect competitors and interviews with specific target participants. Both research methods guided me to understand what and how features were being used across the market and the pain points of users, which helped me make decisions for the design process.


From the research findings, I created a persona who represents a potential customer. Tel Aviv has many pop-ups, and most of them get avoided since they do not have any online information. Using this persona, I made sure the wants and needs were used to drive my design decisions.

Since the customer wanted one long responsive page instead of multiple pages, the sitemap is very simple and straight forward. The client also wanted users to be wowed by their brand identity and images, this task flow shows the client鈥檚 expected user reaction to visiting their site. The linear user flow simplifies the process and shows the interactions and decision points that would occur within the design.


Tel Aviv is a city which has many pop-ups, it鈥檚 a great way for culinary entrepreneurs to flex their creativity. After meeting with the client, the major takeaway was that the responsive website should be modern and simple whilst retro, colorful, and cultural as shown in the design inception. So I focused on using colors of the Mexican flag; red, white, and green for creating the moodboard.

This style tile helps translate the visual identity and direction of the website and brand through the depiction of elements such as buttons, colors, imagery and typography.


Through a high-fidelity prototype, I was able to conduct usability testing on young adults who live in Tel Aviv and are food enthusiasts. Asking each tester to complete well-defined tasks, I was able to reach testing goals:

  • gain insights from users as they browse through the landing page
  • assess users鈥 ability to browse and find specific information
  • identify any obstacles that would inspire iteration for an improved design or flow

Lessons Learned

  1. A responsive web design is important because it offers an optimized browsing experience, whether people are searching via mobile or desktop.
  2. Creating a strong brand identity was the client鈥檚 main goal, this was a challenging step but also an important step. The brand identity is what makes a brand unique, and defines it鈥檚 personality and target audience.
  3. Users interpret images much quicker than text, and they can be used to communicate a product or a brand. Which is why images were an important element of the design.

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