Pizza Hut in the Middle East region were looking to facilitate user-friendly, quick and easy ordering for their customers in the form of a mobile application. The ultimate business goal here was to increase existing return customers, as well as provide an ordering experience such that the order frequency and quantity increased.
1 Delivery Manager, 1 Product Manager, 1 UX/Visual Designer, 2 Visual Designer, 2 Front-End Developer, 5 Back-end Developers, 3 QA Engineers.
Design Strategist :: Conducted user, product, and market research (all specific to the Middle East region). Established the current journeys of the personas today and the challenges and opportunities. Followed by big ideas that would act as differentiators for Pizza Hut and set them apart in the market.
Lead UX Designer :: Complete user experience design of the product from ideation to completion.
Visual designer :: Using Pizza Hut's FCDS Design Language as a starting point, designed the landing, ordering and checkout experience for the pitch and later the end-to-end experience for the actual implementation.
Initially for the RFP, we used the Design Thinking framework, and
Later, once the RFP was successfully awarded to the team, we based the foundation of the project on, - user centric design - working with multi disciplinary teams - towards a scalable plan that aimed at continuous delivery
The RFP defined the business need of the project, based on market and other pertinent research, as the need to create a mobile application to serve the META region that was on brand with the current brand language of Pizza Hut. It needed to be quick and user friendly for the end user such that they were keen to order often. Some of the business needs included:
Mapping out the current workflow of the different personas was next. I put together a narrative based on all the research we had so far and this helped identify the painpoints, gaps and opportunities within the current workflow for the user.
Mohammed's As-Is: Illustrating his journey as it is today, identifying pain points and opportunities
Sketching out ideas and directions this could be taken in was next on the list. It was really exciting and rewarding to come up with some cool directions we could take the app in considering we use food apps very often in our daily lives. Starting with hand drawn sketches helped me fail fast and move faster, getting a multitude of ideas out at speed.
As we guerilla tested these in the form of paper prototypes with users, we were able to establish a direction and then I started hi-fidelity wires and interactive prototypes.
Staying true to the Pizza Hut Design guidelines, there was still scope for experimentation with the look and feel. Food photographs that were much more appealing to the eye were used that helped focus on the product as well create an immediate desire to order. Illustrative elements were peppered through the experience to make it more appealing to the eye and add an element of fun. Taking on board feedback from the Pizza Hut team post securing the RFP, I introduced more of their symbolic red into the interface.
The splash animation as a moment of welcome to the 'hut' 🍕❤️
The mobile app was so well received with the Oman region that it has since been launched in 11 other markets so far (as of March 2022) in the META region. Here are some of the notable impact data points,
On an ongoing basis, data is being collected from multiple standpoints and perspectives like app usage analytics including app acquisition, activation, retention, and engagement as well as feedback from users on platforms like the app stores.
This is then analyzed and translated into a continual cycle of enhancements of the user experience to ensure we are focused on innovation and creating exciting new experiences as well as pushing the existing experience to keep improving.
One of the sources of user feedback specifically around the user experience is the Play Store and includes comments like "Easy to navigate, easy to order ⭐⭐", "Very simple and fast to order", "This app is very simple and helpful", "Easy to use", "Super user friendly"!