Case Study: Pizza Hut Delivery App Redesign
For project 3, we were randomly placed in a team of 3–4 to identify problems and /or opportunities with an existing mobile application and design a solution.
My team, consisting of Danica and Nari picked Pizza Hut Delivery App to redesign after recalling how terrible our experiences were to order for a group of 20 people. We were trying all ways to get food and I tried to use the Pizza Hut Delivery App. I dropped off when it asked me to create a new profile before being able to continuing to order!
We thought, with a specific task — ordering food for delivery will be more focused to work on. Besides, how hard would it be to redesign for a task of ordering pizza? We were so wrong about it…
Pizza Hut is the biggest pizza chain in Singapore. It emphasizes on creating a casual and fun dining experience by service excellence and affordable food.
The objective of the project is to redesign the delivery app of Pizza Hut. We started off by understanding the business, the strategy and went to do user interviews with 6 users who have used fast food app in the last 6 months. This is to find out the reasons why users use an app in their mobile to order and not through other means.
With the findings from the interviews, we went through affinity mapping to find the ‘I’ statements. With the statement, we created 3 personas. May Chin was the main persona as her ordering habits echo closely to the business of ordering for friends and family.
By going through the customer journey mapping, we identified opportunities in her unpleasant journeys. By using features prioritization, the opportunities fitted well for both business impact and customer’s needs.
· Clarity in bundle meal so that users are able to see the savings and how many people the bundle meal can catered for.
· Allowing new users (likely to occur since users are found to order on average, once every 3 months) to order seamlessly first before asking them to sign up
· Users to be clear on what is the estimated delivery time and status (after they ordered).
With the prioritized features, we did wireframes and created the prototype in Axure. After carrying out the usability testing of both current app and redesigned app, ratings improved from 3.8 to 7.9 and from 2 failed tasks to all completed task.
The redesigned app consists of:
· Improvement on the promotion feature and pizza ordering content so that users are clear on how much to order for their meal with their friends and family.
· Seamless ordering process for both new users (by placing the signing up after ordering) and creating ease of ordering for registered user (being able to stay login and able to re-order)
· Clear delivery time estimation at the start till delivered
· Feedback after delivery to gather feedbacks from customer on service level (as part of business focus to maintain high service level).
Attached are the:
1. Understanding the business
We deep dived to understand what the business was about by going through the website and the annual report. Pizza Hut emphasized on creating a casual and fun dining experience by providing service excellence and affordable food. Beside dining in restaurants, the company offers takeaways and delivery.
With an influx of food delivery apps, the demand of delivery have increased, together with customer’s expectations on delivery service. How can we make Pizza Hut remain competitive in their delivery service is our problem statement to solve through design thinking.
(a) Heuristic evaluation: Using the 10 usability heuristics by Jakob Nielson, these were the gaps identified when going through the current app.
o Efficiency: Compulsory sign up for new users was a major roadblock. The sign up page was intimidating with 12 inputs (14 actually, with 2 automatically filled up when entered postal code).
o Efficiency: Too many choices and too little information to decide. There were bundled meals, ala carte and side dishes to navigate around which does not give information on how many people the food can cater for.
o Efficiency: Limitation in the usability of the features. Tracking delivery status shows only “Ordered” and does not have further updates on the delivery progress.
Although there were gaps, we evaluated that the current app is learnable, with tutorial and users are able to navigate around conventional icons (eg shopping cart icon). The current app can be used but unfriendly in many little ways such as content gaps, sign up and a lack of perks for users to remain as existing users.
(b) Competitive Analysis: We expanded our competitors to not only pizza and fast food but also to food delivery app to understand how the ordering process was done, what are the practices that can be adopted from competitors to consider for the redersigned app.
2. User Research
We interviewed 6 users who have done fast food app ordering in the last 6 months. We chose this group in order to understand why users will order on an app and not on through the phone or by using the desktop.
o Users use app for delivery mainly for the convenience (on the go, was just lazy to turn on the computer) and habitual preference of using a mobile (checking promotions on facebook and downloading the app to do ordering).
o A few interest findings were also found from the research — (1) All of them ordered for casual meals (not for celebration purpose) and (2) Most of them look at promotions before ordering.
3. Affinity Mapping
With the findings from user research, we identified patterns using affinity mapping. After refining it several rounds, these are the statements we made:
4. Creating Persona
We created 3 personas based on the ‘i’ statements. We chose May Chin as the main persona as her persona echo with the business vision of providing casual and affordable meals for family and friends. Tim and Casper encapsulates the personas of using app to order for food (convenience and time factor), they are typically solo orders for themselves which does not connect strongly with pizza ordering which is more for meals that are for sharing with friends and family.
5. Customer Journey Mapping
The painpoints came out the journey mapping of May Chin gave us insights on opportunities for improvements. Focusing on the unpleasant emotions, we came up with these opportunities.
6. Feature Prioritization
We revisited the business strategy, relooked into the user interview to map the prioritization matrix. With the opportunities on hand from the customer journey map, we found that the opportunities were in the “Focus” section which are beneficial to both business and users. As such, we started to design the reordering process by mapping the user flow and ensuring that the features are included in.
After several iterations, we tested the wireframe flows informally with friends and family who gave us feedback on our sign up process. While we have worked out to reduce the flows of the sign up form from 12 inputs to around 4 inputs. Users still feedback that it was abrupt to ask for sign up when add to cart.
Delivery address and estimation was also a big puzzle for us to solve. We referred to Dominos and Macdonalds for ideas on when to show delivery address and estimation. Macdonalds asks it upfront before entering the menu. Similarly Dominos asks it at “order” button. UberEats asks upfront even before showing the menu. We decided to show delivery address and time upfront at main page so that users who stay in ineligible location are able to input and check, while users typically want to see the estimated time will key in the details to check. Only users who are still browsing may skip and check on the details later.
8. User testing and iterations .
We did usability testing on both the current app and revised app on 6 users, taking down the time on task and the satisfaction rating.
With the current app:
· Users saw the promotion but took a long time to decide what meal or food should be ordered for a family. They were also confused with the size of the pizza as it was not clearly shown how many people the pizza catered for.
· 50% of the users did not want to continue on the task as they did not want to create a new account with the app. They feel like it’s extra and they are not sure when they will use the account again.
· We tested till before payments (since users were not really ordering at point of time).
With the redesigned app
· Users saw the size of the pizza clearly and promotion deals.
· All of them continued to order and signed up after ordering since there was 2 inputs left, also we did a design with $10 off at sign up, so all users decided to sign up due to the offer and simple inputs.
· Users were able to easily understand the upcoming delivery notification and know how to enter to see more details
· Users like that the app was personalized after user registered an account.
We ended the testing with a rating of 1–10, 1 being very hard to use and 10 being easy to use, satisfaction rating increased from 3.8 (current app) to 7.9 (revised app).
· Users feedback on the postal code input to be not clear as search action. Some thought that it was to track orders è We updated the search functions to include by pax, address and time setting so that users can search for promotions by pax, have address checked for eligibility and set time for advance booking (which the persona May will do).
· We updated the menu to be by items rather than by showing navigation by categories (based on mobile design to show content rather than navigation).
· We updated the perks of signing up to make show the benefits of registering as a member.
· We removed the cluttered delivery status and address information in the main page after feedback of being too cluttered in the main page and having delivery address featured multiple times.
9. Next step
We would like to test the revised prototype once more with a group of eligible users (users who have eaten fast food/ pizza in the last 6 months) to get their feedbacks on the revised prototype.
We would also like to present this to the stakeholders in business to consider testing and rolling out the redesigned app which will bring in more sales and revenue by increasing new sign ups (since based on user research, most users are not frequent users), increase ordering from existing users with remembering their login and purchase history.
What I have learnt
An ordering process is not easy! We considered deeply on the delivery address, time, the login process and reworked many times to find an optimal placement for each.
We challenged ourselves by creating the prototype using Axure. It was difficult but we learnt a lot on the interactions that are more mobile specific. We also realize that there are many systems available to use for mobile design which I would like to explore next time.
Once again, it was a challenging project to push me on accelerated learning to pick up and apply the new concepts (Persona, customer journey mapping etc) of UX quickly, planning in advance to accommodate team dynamics and working as a team to complete the project.