Rubio’s delicious Baja-inspired food, fresh ingredients, signature dishes, and commitment to sustainability has contributed to it being a leader in the fast-casual dining scene on the west coast. Based in San Diego and with over 140 store locations, Rubio’s is the home of the Original Fish Tacos® and has fans all across Southern California.
The Rubio’s team approached CitrusBits to develop their new website redesign. Their existing website was out of date, hosted on Drupal, which was very expensive, and had a clunky ordering process. They needed help migrating their website to WordPress, creating a custom order flow, and improving the user experience for guests —with the goals of increasing sales, Rubio’s Rewards sign ups, and store visits.
Rubio’s knew what they needed and came armed with extensive marketing data, so we dove in with a condensed Discovery process to home in on target users, competitive benchmarks, information architecture, and align priorities. As Rubio’s brought designs to the table, CitrusBits development team began integrating with their ordering and loyalty platforms, OLO and Punnch, and refining the UX for the ordering and checkout flows.
Extensive QA testing was performed to ensure the website functioned properly and to assess the performance, including speed, responsiveness, and scalability. Checks for ADA compliance were also prioritized.
We repeatedly continued the testing cycle until we were sure the site was ready for deployment. (This is where ordering and eating tacos pays off.)
Our work as backend and frontend developers produced positive results since the ordering flow has been updated and the process is more user-friendly and in line with the website. After going live with the site, Rubio’s unveiled a beautiful, new brand redesign, so we quickly pivoted to incorporate their new branding into the designs for the new website.
Our team also identified a few points where customers were dropping off before converting, and we suggested improvements to the UX to correct and prevent this.
As our mobile app project had started by this juncture, Rubio’s liked our app designs so much that they engaged us to do redesign their new website to bring it in line with the app design, including redesigning product details pages, navigation, cart and checkout flow, and their rewards section. Users now can more easily and quickly place an order, find a store location, sign up for Rubio’s Rewards, view and apply rewards, and manage their rewards account.
