Redesign of Pizza Hut App
We were given the task to improve on an existing app. Our group, consisting of 3 members (Kelly, Nari and me) decided to work on Pizza Hut App as we had experience with the app and felt that the app has great potential.
Understanding the company and its audience
First, we had to know more about Pizza Hut’s needs as a corporate and who are their target consumers. We needed to do some research on the company for that. Pizza Hut’s brand vision is as follows.
“To be the favourite casual dining place for families and friends to gather for great food and great time together, as it is affordable and offers a memorable service experience that makes one wants to return.”
From there, we understand that the company not only wants to sell their food but also to provide a memorable experience. Thus, the food ordering experience via their app would also be very important for the company to achieve what they set out to achieve.
Then we did research on how generally users felt about the app. The reviews given wasn’t exactly positive as some felt that the app was not very useful and lack in aspects like tracking and some felt lost when they were using the app.
We also did comparisons with other similar food apps, so that we can learn from them on what users like or dislike. The comparisons were done on McD, Dominoes (Indonesia) and UberEats. We studied on their user flow, aesthetics and functions.
User interview & Usability testing on current app
We wanted to understand how users interact with the app, therefore we arranged to interview and test the usability of the app with some. The users we approached are the ones who has apps similar apps, like Dominoes app, McD app, etc. They are the users who would use apps to make food orders and have it delivered to them.
The interview was to find out how the users’ behave with the app(frequency of use, under what circumstances do they use, what stops them from reaching the transaction page, etc). Information were collected and affinity mapping, which helps to find main behaviours different users have with regards to food delivering app.
The main finding we had from the interviews were classified in the following main “I” statements which describes the behaviours from users’ perspectives.
- I want to see current promotions
- I need the process to be prompt & simple
- I’d like my delivery service experience to be consistent with the store
- I use the app as it is convenient
- I like that my app remembers my profile
- I want my food on time
- I order for casual meals like lunch/dinner
- I like to customise my orders
With the above information, we created personas where, each persona is representative of each individual group of people.
Following are the personas that we have created, Tim De Souza, Casper Tan and May Chin.
We have decided to focus on May, because she is the kind of consumer that Pizza Hut is targeting at based on their brand vision of “to be the favourite casual dining place for families and friends to gather for great food and great time together” .
Customer Journey Mapping (CJM)
We imagined how would May go through the task of ordering pizza for her family. Following is the rough
We dissected the whole ordering process into different stages and prioritised the ones that users feel most impatient or angry with, which is the process of “registering account” and “giving feedback if the experience is bad”. Following diagram follows how May would feel throughout the whole ordering process
Due to limited resources, we had to prioritise what we work on. The following matrix helps to identify the issues with the highest priority. Key features were prioritised based on the common business goals and users goals.
Features in “Focus” are the features with highest priority.
We designed the initial user flow, which illustrated how users would interact with app. Wireframes were created based upon that.
Many iterations were made along the way. And we had a round of user testing using the wireframes.
As the user still found the flow of the app not as ideal as it could have been. More iterations had to be made on the flow of the app so as to reach a point where that it create least inconvenience for the user.
Prototype was created using the software, Axure. It was based on iterated user flow and wireframes.
However, we needed to know if this is what users want and if any part of the app perform differently from how they think it should be.
Comments included that it was confusing on the first page as we requested them to key in their postal code to check if the restaurant delivers to their address. However, some users thought that was for tracking of order.
We redesigned the app with all the other comments we have from users.
You may view the final prototype by clicking on the link below.
As the previous app has a section on promo code, but it was not clear on how users can attain the promo codes. If there were more time, I would like to investigate more on this portion, if possible, work with the company so as to have a proper section on the promo code. As based on our research, many of our users look out for promotions, and since the current app already has an existing section on it, it would be great if it can be better utilised.
And also, more testings had to be done with other users as the current final app did not go through extensive testings, so there may be other aspect we can improve on.
Adding on, currently we only have what users want and what users think, it will be even better if we were able to speak to the company and understand their needs. Having both consumers’ and company’s needs addressed will be vital to the app.
This is the first group project that we were assigned in General Assembly. It is really great to work in a team as we come from different background, thus different views on the same matter. Having different angle on the same problem helps to create an even better product as we will not be blinded by our own views, though more time will be spent to straighten things out compared to a solo project.
I am really thankful for my team mates and I have learnt so much from them, from being how to be meticulous and organised to how to be daring to try new softwares.
The 3 most important things I learnt from this project:
- Planning a timeline of when we should finish each task helps the team to feel aligned and always include buffer time.
- Tapping on each others’ strength will create better results, as compared to individual doing everything on his/her own.
- Having reasons to back our views is important.