Pizzeria Diavolo
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 Designer
TIMELINE
5 weeks
PROFICIENCIES
Figma
Market Research
User Interviews
User Testing
Wireframes
Prototyping
The Problem
Customers prefer ordering by phone over using mobile apps. Users face app issues like account access problems and excessive time spent on menu navigation, leading to customers and revenue loss due to long phone queues. These issues cause delays and fewer orders.
Finding The Right Solution
The application aims to address these issues by adding prominent call-to-action features, creating an efficient user experience for customers to order quickly, and ensuring that the account access and ordering process is seamless from start to finish.
How did we get there?
I began with user interviews to define the problem better and understand the target audience.
The research process helped me understand the pain points and frustrations customers have. 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
Challenge
How might we design an efficient system so that customers can place an order in under 3 minutes?
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.
Who were my interviewees?
Individuals in their 30s
Most were working dual-income couples
Majority had children
Rewards lovers who want a good deal
Most interesting findings:
Tech adverse: prefers ordering over the phone, dislikes encountering tech-related problems
Majority of users forget their passwords
Often on the go
Discounts and scheduling flexibility were big incentives for creating an account
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 having to reorder each time is a hassle.
In efforts to understand more…
I analyzed 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
For Password Resets, the majority of users preferred using verification codes sent to mobiles rather than answering security questions or having to log into their email.
For Custom Pizzas, users prefer to see the full list of ingredients rather than a horizontal scroll that displays a few ingredients at a time.
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.
Final Designs
