Pizzeria Diavolo

Building a Mobile Application

Overview

This project aimed to create a pizza ordering application for Pizzeria Diavolo, a unique pizzeria that allows customers to customize their pizzas. The goal was to enable users to order customized pizzas quickly and efficiently within 3 minutes. The application targeted busy individuals, such as parents, professionals, and those seeking a quick meal.

Problem

The owner of Pizzeria Diavolo recognized the need to expand their reach and provide a convenient digital solution for customers to order customized pizzas. The challenge was to design an intuitive and efficient app that accommodated customization while maintaining simplicity. The owner disliked the overwhelming options and excessive emphasis on coupons found in larger pizza chains' apps, and wanted a more streamlined experience.

KPIs

The KPIs for this UX design project were:

  • Order Placement Time: Ensure an average order placement time of under 3 minutes.

  • User Satisfaction: Aim for high user satisfaction through feedback and surveys.

  • Conversion Rate: Maximize the percentage of users who complete the order after starting.

  • User Retention: Foster a high rate of returning users to the application.

  • Error Rate: Minimize the frequency of errors or issues encountered by users.

User & Audience

The target audience for the pizza application included Busy individuals, particularly parents, professionals, and those seeking quick and customizable meals. Which is how I found Patty!
Thompson is a 35-year-old marketing manager and busy parent with two young children. Juggling her demanding job and household responsibilities, Patty is constantly short on time. She seeks a convenient solution for ordering meals for her family without compromising on customization and quality.

Role & Responsability

As the UX Designer on the project, my role was to define the target persona, understand their needs, and create paper wireframes of the app. I was responsible for conducting user research, designing intuitive interactions, and documenting the design process. The deliverable was a set of detailed paper wireframes that provided a clear understanding of the proposed design.

Scopes & Constraints

As for the first intro project, the main constraint of this project was the fact that I was still a beginner and did not have much knowledge of the process. Furthermore, there was the issue of a short time to bring it all together. On the other hand, Pizzeria Diavolo did not want to focus on customization yet still wanted a quick and easy customization option.

The Process

Assumptions

  • The target audience prefers a mobile app for ordering customized pizzas due to convenience.

  • The app's primary goal is to enable users to order customized pizzas within 3 minutes.

  • The owner wants a streamlined menu with limited customization options.

  • Incorporating elements of inspiration from Panago Pizza and Gabriel Pizza will enhance the user experience.

Competitive Analysis

After conducting a thorough competitor analysis on Gabriel Pizza and Panago Pizza, I have gathered valuable insights and identified areas for improvement in both applications.

Panago Pizza

  • Improvement needed in the city selection process: Add a search bar for a better user experience.

  • A clean and simple aesthetic with easy navigation.

  • Convenient placement of the "Deals" category for quick access.

  • Positive implementation of push notifications with user control.

  • Suggestion for better category visibility using a sidebar.

  • Questionable placement of drink ordering option; consider a simpler initial pizza option.

  • Effective display of combo options with clear descriptions.

  • Simplify the initial ordering process; suggest combos during pizza selection or before checkout.

  • Consider user preferences to avoid overwhelming options.

  • Well-executed pizza customization with clear price indications.

Gabriel Pizza

  • Eye-grabbing start-up page with appealing colors and icons.

  • Convenient login/sign-up options using Apple ID or Facebook.

  • The additional sign-up choice for users without mentioned accounts.

  • Startling introduction to the rewards system; consider introducing it gradually during the ordering process.

  • Confusion with category navigation; consider starting users at the "order" category.

  • A customizable pizza option with a calorie indicator is a positive feature.

  • Including calorie information aligns with health-conscious trends.

  • Improve the visibility of standard pizzas and reduce the prominence of custom pizza options.

  • Consider replacing less popular options like "Ollie's Pizza" with simpler choices like cheese or pepperoni pizza.

User Interviews

Through the interviews conducted using the script shown in the image, I gained a deeper understanding of users' food ordering habits and their expectations from mobile apps. Here are the key findings from the interviews:

Smartphone Usage:

Participants spend 3-4 hours daily on their phones, engaging in social media, communication, and graphic design work.

Food Ordering Apps:

Participants use apps like Instagram, communication apps, and graphic design tools for their daily tasks.

Ordering Habits:

Recent food orders were made through apps like DoorDash and Uber Eats.

The process involves selecting options, providing payment details, and placing the order.

Participants desire a faster and more streamlined ordering process.

Food Preferences:

Participants order a variety of items, including salads, sandwiches, and pizza.

Pizza is ordered around 2 times a week.

Customization preferences vary based on solo or group orders.

Challenges:

Participants seek a visually appealing interface with clear indication of selected items.

Finding delivery/pickup details can be challenging.

Simplified sign-up and reduced steps are desired.

Ideal Ordering Experience:

Participants value aesthetic appeal, intuitive navigation, and a seamless flow for an ideal ordering experience.

Journey Map & Persona

Based on the interviews, I identified key touchpoints and moments in the user journey, which were then used to create a journey map. These interviews also helped in developing the persona, providing valuable insights into the user's motivations and challenges. The journey map and persona were essential in guiding the UX design process, ensuring a user-centered approach

User Flow

To develop the user flow chart, I carefully analyzed the information gathered from the interviews and the journey map. By understanding the user's goals, actions, and interactions at each stage of the ordering process, I mapped out a visual representation of the ideal user flow. This user flow chart serves as a blueprint, outlining the steps and decision points to ensure a smooth and intuitive experience for the users of the pizza application.

Paper Wireframes

In the early stages of the design process, I developed paper wireframes for the pizza application using the insights from interviews, the journey map, and the user flow chart. These wireframes represent the initial visual structure and layout of the app's screens, allowing for early exploration and iteration

Iterations and Final Outcome

During the iteration process, several changes were made to the paper wireframes based on user feedback and design considerations. Here are the key updates:

  1. Pizza Customization: A dedicated page was added to allow users to customize their own pizzas. This page includes details about customization options and choices, enabling users to personalize their orders according to their preferences.

  2. Standard Pizzas with Customizable Ingredients: To cater to users who prefer standard pizzas with specific ingredient choices, a separate page was incorporated. This allows users to select from a variety of pre-defined pizzas and customize the ingredients as desired.

  3. Signup Process: The signup process was modified to include the option for users to provide their credit card information, ensuring a smoother checkout experience and faster payment processing.

  4. Checkout Page Enhancements: The checkout page underwent significant changes. A two-step checkout process was implemented, offering users the choice to either sign up for an account or proceed with a guest checkout. In the second step, users are presented with the option to select their preferred delivery or pickup method.

Home page made cleaner

2.

1.

3.

4.

What I learned

In addition to the project's learning outcomes, I also experienced personal growth as a designer throughout this process. It provided an opportunity to enhance my skills in user research, journey mapping, and wireframing. The iterative nature of the project allowed me to refine my design thinking and problem-solving abilities. By actively incorporating user feedback and iterating on the designs, I gained a deeper understanding of the importance of user-centric design principles. This project has further honed my UX design skills and expanded my knowledge of creating intuitive and efficient user experiences.