Overview
Imagine craving a mouthwatering pizza, but struggling to customize it just the way you like. This was the challenge I faced with Domino’s app. In this case study, I'll take you through my journey of redesigning this app to simplify the process of customizing the perfect pizza.
My Role
Solo personal project
Skills
UX/UI design, user research, usability research
Duration
1 week
Tools
Figma, Procreate
🤕The Problem
Users found the pizza customization interface text-heavy and frustrating to visualize their pizzas.
❓The Ask
How might we improve the pizza customization in the app to create a more seamless and visually appealing user experience?
💡The Solution
Integrate visual elements to assist users in creating a mental image of their ideal pizza, while also streamlining the customization interface.
Discover
It all started when I tried to order pizza and found the customization menu very text-heavy and confusing to navigate.
User Research
Through talking to my friends, I found that they were also having trouble navigating the customization interface.
Below are some of their feedback.
"I don’t really know what the difference is between all the sauce and other ingredients when I try to customize my pizza.”
-Kevin, Software Engineer (26)
"I used their app once and decided to order on their website instead.”
-Stella, Ad Designer (24)
"I hate the Domino’s App. It’s always so hard to pick out what I want and the interface is so frustrating to use.”
-Isabella, College Student (23)
"Ordering pizza shouldn’t be this hard, especially after a long day of work.”
-Will, Social Media Marketing (28)
User profile images are from https://www.freepik.com
User Pain Points
I collected my research findings and prioritized four main pain points.
Pain Points
Frustrating to pick out pizza toppings from looking at the texts
Difficult to go back and forth between the toppings tabs
Unsure what the total price for the pizza is
Add to order button is not very obvious on the top right
Goal
How might we re-imagine the pizza customization process to make it intuitive and engaging while providing users with a clear visual representation of their customized pizza?
Competitive Audit
I looked at similar app features to see how others laid out their designs.
Below are some key elements competitors did well on their customization interface.
Blaze Pizza (In-App Feature)
Customizable Pizzas
Key Insights
Images of the options
Short description of some items
Cart stays on the top right
Total pricing indicated
Nike: Air Force 1 (mobile web)
Customizable Sneakers
Key Insights
Builder tray to see all the customizable parts
Swipe up the builder tray to see all the customized parts
Color dots and labels
Progression indication (1/12, 2/12…)
Share option
Wireframe & Task Flow
With what I learned, I sketched out what the solution might look like.
Development
I created 2 layout variations to see how users react to the proposed designs.
User Testing
Through conducting interviews, I was able to determine user preferences and pain-points.
Final Design
The new Pizza Builder is improved for quick selection and streamlined navigation.
Final Prototype
Try customizing a pizza below ⬇️
🪞Reflection
This case study stemmed from my own frustration with the text-heavy interface for Domino’s customization feature, and I knew I needed to redesign it after hearing how my others friends also struggled with it. I learned that user testing is important in the early stages of the process to make sure the solution is aligned with the problem. I thought having a virtual pizza to edit in real time was a great solution until I showed it to users for their feedback.
I completed this project in one week focusing on the topping selection. If I had more time, I would have conducted a more comprehensive competitor analysis to find other features to implement.
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