UX Research — Pizza shop in Kalyan
Disclaimer: This is not attached to the official website. This case study is purely for academic purposes.
Project Duration: 3 weeks
ABOUT THE TOPIC
This project is a part of the UX design module, in this project we had to choose a topic of our choice and design a system or an application. The topic I chose was to design a desktop application for a pizza shop in Kalyan. After the topic had been selected we had to do the UX research process to achieve the outcome. Since we had no restriction in choosing any pizza shop, I decided to work on the existing pizza shop “Smokin’ Joe’s” for further research.
SMOKIN’ JOE’S
Smokin’ Joe’s is an Indian chain of pizzerias headquartered in Mumbai, India. In the year 1993 by young Parsi entrepreneurs. They initially realized the potential need for home delivery of pizzas that would serve a wide range of varieties of toppings in both- vegetarian and non-vegetarian and a combination that surely appeals to the young audience.
Objective: To achieve the desired objective they engaged the service of reputed chefs with good years of working experience in 5-star hotels. Soon after the launch of the first smokin’ joe’s outlet in 1993, the service paced up within a year. Currently operates several stores in India around 58 stores. Apart from pizzas smokin’ joe’s serves various products related to pizza such as pizza sandwiches and garlic bread, open subs, desserts, salads, and beverages.
UNDERSTANDING THE CONTEXT
Kalyan is a city in the Thane district of Maharashtra state in the Konkan division and a part of the Mumbai Metropolitan Region (MMR). It is a neighbouring city of Mumbai and is governed by Kalyan-Dombivli Municipal Corporation. Kalyan is within the administrative division (tahsil) at a taluka level of the Thane district. Kalyan and its neighbouring township of Dombivli jointly form Kalyan-Dombivli Municipal Corporation, abbreviated as KDMC.
- As per the Census 2011, the total Hindu population in Kalyan-Dombivliis 1,007,228which is 80.75% of the total population. Also, the total Muslim population in Kalyan-Dombivli is 84,312 which is6.76% of the total population. Below is the religion-wise population of Kalyan-Dombivli as per Census 2011.
- There are the majority of Hindu and Muslim population in Kalyan- 1,007,228 (80.75%) of Hindu population and 84,312 (6.76) of the Muslim population.
- Primarily languages spoken are Marathi and Hindi
AUDIT OF DIRECT AND INDIRECT COMPETITORS
- Direct competitors- Dominos and Pizza Hut
- Indirect competitors- Swiggy and Zomato
After studying and comparing the functions, features and services provided by the competitors. I analyzed the SWOT of my brand and created a SWOT analysis.
SWOT ANALYSIS
UNDERSTANDING USERS
To understand the users in detail I conducted a google survey and some interviews so that I could personally connect to the emotions and pain points experienced by the users. Got a good response from 34 users.
Summary of Survey and Interview
- The average age of 15–25 basically students
- Most users orders online from a website or app
- 69% of users order online
- Users face the frequent problem of location detecting
- A user wants the interface and navigation process to be smooth and easy
- Users want customization to mix-match flavours and to suggest them based on their likings and budget.
EMPATHY MAPPING
USER PERSONA
These are fictional personas based on my research and survey understanding.
JOURNEY MAPPING
Persona 1: Spruha Vani
Goal: She wants to order pizza in bulk quantity for an occasion
Persona: 2 Daksh Agarwal
Goal: He wants to order pizza while enjoying his movie/ series in his leisure time
Persona: 3 Anirudh Naik
Goals: Tired of working and hungry so wants to order pizza for lunch/dinner
After completing with user study I then analysed the improvements, needs and emotions and of the users and started ideating accordingly.
FEATURE MAPPING
By understanding users pain points, emotions and wants I came up with some features that would make the process and function easy and friendly to use.
STAKEHOLDERS
Primary stakeholders: stockholders, investors, owners, creditors, suppliers
Secondary stakeholders: Everyone else that keeps the business in operation from their employees, the community, and the government.
INFORMATION ARCHITECTURE
NAVIGATION FLOW
CONCLUSION
This was my first time working on this UX project. I got a lot of knowledgeable insights throughout the process. It was a great experience working on this, looking forward to learning more related to UX.
THANK YOU!