Background
Despite its global footprint, we had accumulated significant usability debt. Users faced friction in key areas such as navigation, rewards redemption, and the pizza builder experience.
The Challenge
Elevate the app into a fast, delightful, and intuitive experience that matched the expectations of modern digital consumers and upheld the brand guidelines.
Key Problems
Navigation was confusing and lacked a distinctive, branded feel
Product customization felt overwhelming and dated
Redundant interface elements caused unnecessary complexity and user confusion
Visuals were cluttered and lacked focus, making it difficult for users to quickly identify the core product being offered
The Execution
Usability Audit
Initiated the project with a comprehensive usability audit of the existing app, employing heuristic evaluation, user interviews, and performance analytics to identify friction points. The audit revealed significant areas for improvement, particularly in the app's navigation system, rewards program, and product customization builder.
Design Strategy
Created a redesign strategy that prioritized a simplified user flow, refined user interface, and focused imagery to improve the user experience.
Developed a detailed design roadmap, categorizing changes into short-term fixes and long-term enhancements, to guide the redesign efforts effectively.
User Feedback & Refinement
Facilitated user testing with a diverse group of app users via usertesting.com, gathering insightful feedback on the redesign. This phase was crucial in identifying unforeseen usability issues and validating the effectiveness of the new design elements. Iterative refinements were made based on this feedback, fine-tuning the app's interface to maximize user satisfaction and engagement.
Wireframing
Undertook the redesign of core app screens and user flows, addressing the audit's findings. Emphasized the creation of a more intuitive user journey, reducing cognitive load and enhancing the overall user experience.
User Interface Design
Revamped the app's visual identity, incorporating new visual identity with vibrant dynamic imagery and elements that entice users to browse the app. Carefully selected typography and iconography that resonated with the app's target demographic, ensuring the interface is not only beautiful but also functional.
High-Fidelity Prototyping
Leveraged Figma to construct detailed prototypes that brought the new design to life. These prototypes featured a refined aesthetic that aligns with the needs of pizza enthusiasts, showcasing the app's enhanced builder functionality and interactivity.
Tools
Design Tools: Figma
Testing Tools: usertesting.com
Documentation Tools: Confluence, Notion
Project Management: Jira
