App Redesign: Domino's

APP REDESIGN: DOMINO’S

Evaluating the usability of a digital product for further enhancements.

Domino’s Pizza is a multi-national pizza chain. Their app allows users to order food for delivery and carryout.

PROJECT OVERVIEW

Role: UI Designer
Duration: 1 week
Tools: Figma
Skills: Heuristic evaluation, UI design

Team: Joshua Francis (UI Design) & Shirley Xu (UI Design)

BACKGROUND

My group was tasked with the project of evaluating the usability of a digital product and make improvements.

The Domino's pizza app was chosen due to the many reviews seen on the app store - in which users expressed frustration with navigating throughout the app.

Our goal was to redesign the Domino's app so that users could have an overall seamless experience with the product.

PROJECT OVERVIEW

“You represent the UX Design team at Emerge Technology, a growing strategy, design, and technology agency based out of New York. The company is trying to win work and expand their client list. Your team has decided to submit a response to an RFP, in order to win the opportunity to work with a major tech company. As part of this effort, a design challenge has been issued that asks submissions to evaluate the usability of an existing digital product by conducting a heuristic evaluation. Pending the success and effectiveness of your submission, your team may earn the opportunity to earn future work, so stakes are high.”

In this project we…

Conducted an effective heuristic evaluation of an existing digital product.

Evaluated the usability of a digital product by measuring the extent to which an existing digital product adheres to a set of usability heuristics.
Expressed your usability assessment findings through industry techniques including visual comparison, labelling, clear & concise language and logical justification.
Created a compelling argument to present and defend your observations to a group of stakeholders.
Incorporated design principles for communicating including visual hierarchy, typography and white spacing to create a visually compelling and effective presentation.

DIGITAL SUMMARY AND TASK SELECTION

While conducting research, we discovered that while many people had very positive things to say about the food itself, the same could not be said for the app experience.

Overall, it seemed like users were extremely frustrated with navigating through the app.

Common themes that were pointed out by users were:

They felt the app was useless
It was very difficult to complete the process
It was not user friendly
It has actually discouraged them from ordering

So, our team took a look at the app to see what changes could be made in order to improve the overall user experience.

So we defined a core task which we wanted to focus on: ordering a pizza for delivery to arrive at a home address.

Since we believed that this would be the most common task performed in the app, Domino’s would benefit the most by making improvements on this process.

In order to further narrow down our scope, we made an assumption that a user has already created an account, and set up their home address.

We then rated the interactions using the 6 chosen heuristics, giving each evaluation a severity rating from 0-4 - with 4 being a usability catastrophe.

CONDUCTING EVALUATION

Our team selected 6 of Neilsen Norman Group’s 10 Usability heuristics of to be used as part of our heuristic evaluation of the Domino’s app.

Visibility of System Status
Consistency and Standards
Recognition Rather than Recall
Help Users Recognize, Diagnose, and Recover From Errors
Error Prevention
Aesthetic and Minimalist Design

USABILITY ISSUES

We tested this task flow of ordering a pizza for delivery against six of the ten heuristics.

Overall, the task flow has an average usability rating of 3.

The main issues that we discovered was the fact that we could not complete the task flow that we started with. While we were attempting to order, it did not notify us that the store selected was having problems with online delivery. It prompted us to call or try again at the end once we were checking out which stopped us from completing the process.

OUR DESIGN IMPROVEMENTS

By analyzing the task flow of ordering a pizza for delivery to a specific home address through the app, we were able to determine the key pain point.

We found that the biggest issue within the flow was the error at the end of our order which prevented us from completing the task.

To get the full details of the original flow and the error that we experienced, please feel free to contact me for a walk through of the task flow redesign.

Below are the redesigned screens, in the original order.