Purvaja Likhar
5 min readJul 25, 2021


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


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 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.


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.

  1. 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.
  2. 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.
  3. Primarily languages spoken are Marathi and Hindi


  1. Direct competitors- Dominos and Pizza Hut
  2. 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.



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.



These are fictional personas based on my research and survey understanding.


Persona 1: Spruha Vani

Goal: She wants to order pizza in bulk quantity for an occasion

Problem statement: Spruha Vani is a teacher who wants to order pizza in bulk for an occasion but wants her order to be delivered properly at her location and don’t want to waste time, eagerness and hunger in searching for a menu. Also, want to provide a token of love or appreciation for a large order.

Persona: 2 Daksh Agarwal

Goal: He wants to order pizza while enjoying his movie/ series in his leisure time

Problem statement: Daksh is an ordinary college going student pursuing BMS. He likes to have pizza in his leisure time while watching series/movies. He wants it to be fresh, of good quality, in his budget, and linking should also customise the order/ combos entirely. To also loves to enjoy his food on time and in his comfort space but every time faces a late delivery problem.

Persona: 3 Anirudh Naik

Goals: Tired of working and hungry so wants to order pizza for lunch/dinner

Problem statement: Anirudh is a married man with a child who’s concern about his child’s safety so he wanted to know about the information about the delivery guy who’s going to deliver. And also being busy with his work and having a packed schedule it becomes difficult for him to spend much time on screen searching for a menu. He also wants the store to suggest to him the nearest outlet in case of unavailability instead of cancelling the order.

After completing with user study I then analysed the improvements, needs and emotions and of the users and started ideating accordingly.


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.


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.




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.