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Revamping Dominos app to acquire & retain customers

The existing application interface was cluttered and overwhelmed users with repetitive information, negatively impacting the user experience and customer engagement. Users faced challenges in quickly navigating the app and placing orders efficiently, particularly those with pre-decided orders. Additionally, the lack of an intuitive customisation feature for toppings limited user interaction and personalisation options, reducing overall satisfaction and engagement.

To address these challenges, the following solutions were identified:

Revamp the UI/UX to declutter the interface, streamline information presentation, and create a visually appealing, user-friendly design to improve customer engagement.
Introduce a New Search Feature with Voice Assistance to enable users to search and order with minimal steps, catering specifically to customers who already know what they want.
Develop a Customisation Feature for Topping Selection to offer enhanced personalisation and interactivity, encouraging users to explore and engage with the app more extensively.

This case study explores the comprehensive design, development, and implementation of these solutions, showcasing how they transformed the user experience and increased customer satisfaction.

PROBLEM NARRATION

“Mr Suresh wanted to host a party and ordered pizza using its app. While ordering, he faced some problems, which were as follows:

Unstructured UI: The UI for the dominos app was unstructured, and Mr Suresh observed that some content, like the offers sliders, was repetitive.
Clustered Menu: The Menu page of Domino's app was crowded with too much information, and Mr Suresh had to scroll a lot to search for the right pizza.
Unwanted Step: As the app was missing a search feature, Mr Suresh had to visit the menu page, check the list, and select the pizza he wanted.
Unstructured Customisation Page: Once the user found the desired pizza, he went to customise it, but Mr Suresh found it difficult to customise the pizza as the page was too cluttered and unorganised.”

PROBLEM ALIGNMENT

The narrated persona represents a sizable portion of the active users of Domino's app. To this end, the proposed feature must guarantee the following deliverables:

Smooth and easily accessible UI/UX.
One section where all the latest offers are visible.
New UI for Menu.
Eliminate unnecessary steps for pre-decided orders.
New custom topping page.

KPI MATRICS

Increased Customer Satisfaction leads to retention.
Increased Customer Lifetime Value.
Customer commitment.
Increases Customer engagement.

FEATURES & SOLUTIONS

EXISTING UI/UX

WHAT'S NEW

PROPOSED UI/UX

Due to this feature, app users may easily and quickly place pizza orders from within the app. This user interface can help you achieve your aim of an effortless transition from searching to placing a purchase.

To explore further advancements, potential improvements, and the detailed requirements that can take this application to the next level, download the full case study.

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