Chipotle Rules
I 🥑 Chipotle. Corporate needed user-friendly, on-brand copy for its online fundraiser sign-up tool, a multi-step web form where nonprofit organizers could request a fundraising event and receive promotional materials. With my experience working (and eating) at Chipotle, I knew the voice intuitively. That allowed me to write quickly and confidently, delivering final copy that needed little revision.
Key Wins 🌯
Wrote UX copy for a multi-step signup experience, including form pages, confirmations, and flyer requests
Captured Chipotle’s brand tone with little instruction, guidance, or review
Balanced a friendly, encouraging tone with step-by-step clarity
Helped make a web-based process feel fun and stress-free
How I Worked
Started with the user journey, writing microcopy that guided users through setup and submission
Used clear headers and supportive language to keep the tone helpful
Crafted error messages, button labels, and page descriptions to reduce friction
What I Learned
Writing for Chipotle reminded me of the impact tone can have when it’s executed well. Fun and functional don’t have to be mutually exclusive. For B2C brands, voice plays a big role in user trust. When it’s done right, it helps move people through the experience without any buyer’s remorse.