PIZZERIA
DIAVOLO
Overview
Helping families place custom pizza orders using Diavolo’s new mobile app to attract more customers and serve those with tight schedules.
MY ROLE - UX Researcher, UX/UI Designer
TIMELINE - 5 weeks
PROFICIENCIES - Market Research, User Interviews, User Testing, Wireframes, Prototyping
Diavolo’s customers prefer to order by phone over using mobile apps.
Based on market research, I found users face app issues like account access problems and excessive time spent on menu navigation, leading to customer and revenue loss due to long phone queues. These issues cause delays and fewer orders.
Through competitive analysis and usability testing, I learned that I could address these issues by adding prominent call-to-action features and ensuring that the account access and ordering process is seamless from start to finish.
What I did…
A Home Screen That Showcases Best Pizza Deals
Early paper prototypes and wireframes revealed that the original homepage design lacked a clear starting point for placing an order. Early testing indicated that 4 out of 6 users wanted to learn about pizza deals right away.
Flexibility and efficiency of use were created by selecting navigation bar features that were high priorities for our users (accessing favourites items, order history, and rewards).
Minimizing Login Effort
User tests using the wireframes revealed a lack of focus for users. Many competitors had cleaner designs that allowed users to focus on minimal Call to Action items.
Keeping the aesthetic and minimalist design heuristics in mind, I narrowed the login options to login with Email or Socials to decrease the cognitive load.
What I learned…
True Value of User Testing
Test early. Even testing with paper prototypes provided insights that allowed me to catch some errors and adjust before spending too much time on more polished prototypes.
User Interviews
Refining interview questions to help me gather valuable insights that would inform the problem and design decisions. My original questions were too general.
User Interface
Allow room for design elements to breathe. I tended to squish features together to fit rather than using space effectively.
How did we get there?
I began with six user interviews to better define the problem and understand the target audience, the pain points, and customer frustrations.
It also provided insights into user preferences, ordering habits, and expectations from using a mobile pizza app.
Further research included:
a competitor analysis
an empathy map
a journey map
usability tests
Persona Creation
User interviews helped me identify the root causes of the problems the interviewees ran into while using mobile pizza apps. I used the insights to develop my persona.
Most interesting findings from interviewees:
Low patience with technology, prefers ordering over the phone found among 5 out of 6 users
The majority of users forget their passwords
Often on the go
Discounts and scheduling flexibility were big incentives for creating an account for all 6 users
Journey Map
I utilized mapping tools to understand the challenges faced by the target audience:
The research revealed common frustrations:
Customers want a quick, easy ordering process for dinner
Being able to order ahead is a must.
Many opt for the same custom pizzas, but re-entering the order each time is a hassle.
In efforts to understand more…
I analyzed five competitors to learn from their app features, including local pizzerias and larger chains favoured by our interviewees. The chart displays which companies captured these key features well.
Key Takeaways Influencing Design Decisions:
Users appreciated having access to Order History
Advanced Order options are preferred
Pizzeria Diavolo offering rewards would position them above local competition
Initial Sketches & Early Lo-Fi Wireframes
The ideation phase began with brainstorming sketches to map out the homepage and savings display option using Crazy 8’s
Early low-fidelity wireframes were created for the usability testing phase which helped me detect early usability issues, such as moving Order History to the top since the feature was a priority for our users. It also allowed me to focus on function rather than visuals at the beginning.
Low-fidelity wireframes helped with quickly iterating through ideas and reducing attachment to one design. It also helped identify additional issues such as spacing before committing to medium-fidelity wireframes.
Key Insights from Testing
Password Resets:
Most users preferred using verification codes sent to mobiles rather than answering security questions or having to log into their email.
Custom Pizzas:
Users prefer to see the full list of ingredients rather than a horizontal scroll that displays a few ingredients at a time.
Next Steps
Monitor Pizza Sales
It would be beneficial to monitor pizza sales and gather customer feedback to compare data from before the redesign and iterate to increase Diavolo’s business.
