Pizza Hut wanted to increase digital orders via their mobile app or online by 32% among current and potential customers.
As a Designer in the Bruin Advertising — Marketing Team, I worked alongside the Strategic Planning team to analyze customers' ordering preferences, understand users' pain points during the digital ordering process, and develop a streamlined digital experience.
We conducted usability interviews, held focus groups, studied competitive UX research, and utilized user drawings to identify how users intuitively navigate through the online ordering process.
Our initial research uncovered the following insights about the original website:
1. Users were offput by immediate distractions on the page.
A pop-up prompting users to start their order appeared on every page of the website. Additionally, users were unable to browse topping options without first entering their location information. These distractions in the entry phase—before the user even begins selecting food—are detrimental to the overall experience.
We found that users are noncommittal (and so are "kids these days," according to my mom). Users want to be able to freely browse the website without obligation or work, like creating an account or inputting their address, on their part.
As a solution to these barriers in the entry phase, we allowed more freedom in browsing the website and simplified the account creation process. Users are only prompted to log into an account at the beginning of their visit, where they can choose guest ordering or log in with their Facebook account.
2. In the best case scenario, too much content—or lack of organization—slowed down users. In the worst case scenario, users were turned away from ordering altogether.
Users were overwhelmed with the amount of clutter on the website. The menu was divided onto different pages, with each page listed as separate links on the navigation bar. These verticals also had sub-navigation links leading to even more specific parts of the menu. Restructuring the navigation with fewer contained links allowed users to more readily find the correct page, as well as look at the menu holistically.
Our focus groups revealed that many users often struggled to choose complementary topping combinations with Pizza Hut's plethora of options. To simplify the decision process and alleviate stress on the user, we implemented a feature that recommends optimal pizza topping combinations.
3. Ordering online, compared to over the phone or in person, took too long.
While online ordering aims to optimize the ordering process for both the user and business, many users felt that the ordering experience on Pizza Hut's mobile app and website instead paled in comparison to human interaction.
Because Pizza Hut's ordering phase lacked an order summary, we opted to add a viewable basket so users could review their order throughout the entire ordering process, improving order accuracy. And for regular customers, we included a "Pizza Favorites" option to allow users to save pizzas for future deliveries.
Our complete findings & solutions can be found here.