Pizza Diavolo
My Role:
UX design, Persona Definition, Research, Ideation, Wireframing.
Timeframe:
2 weeks
Project type:
UX: Solo, student project
Tools used:
Figma, Miro
Overview:
Pizzeria Diavolo is a client who is looking to create an application that allows customers to order a customized pizza from his restaurant in under 3 minutes and wants a competitive edge from their competitors.
My focus for this UX project was to explore UX methodologies and apply design thinking principles by designing low-fidelity wireframes and creating a pizza application over a span of 11 days.
Design Thinking Process
Audience:
I identified the target audience for this app as users who are short on time and need a quick bite to eat; this could be single parents, workers who have short lunch breaks or are ordering for their team, and full-time working students.
Scope and constraints:
As my first UX project, constraints fell within learning and putting my newfound knowledge to the test with the time constraint of 11 days to complete this project. My priority was to gather and understand my user data research and create a persona that encompassed the target audience and be able to create a journey map that best represented that.
I was fortunate enough to find individuals within my environment who fit within the constraints of busy individuals who order customized pizzas via delivery apps. Being Italian, pizza enthusiasts are always near and close to me.
Empathize
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Assumptions
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Competitive Analyzes
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User Interviews
With the briefing agenda in mind and insights gained from it, the use of assumptions of users needs will help ideate semi informed guesses towards how my design thinking will go and carry forth into my research.
1 . The more food options presented in the app. the longer it’ll take to finalize your order.
2. The option for ordering a pizza (standard or custom) should be at the start of the app for quick access.
3. Customization should have a limited set of ingredients to not overwhelmed the user.
Assumptions:
Insights (+)
1. Customization that is geared towards adding extra toppings versus removing topping (limits hyper customization). Quick add on buttons allows users easy access to adding EXTRA toppings.
2. Endless scroll feature helps users who are using the application with one hand, as well as diminishes need to use of fine motor skills for new pages.
3. After launching the application we are greeted with 6 main pizzas (name-ingredients-price-photo). These options allow the users to scroll/select quickly and easily.
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Competitive Analysis:
When conducting the competitive analysis, I focused on two direct competitors that Pizza Diavolos owner feels are inspirational for his new application, as well as two indirect competitors.
By personally walking through each app, I identified main competitor solutions, their weaknesses, as well as user reviews and overall app design to help inform my design process and have reliable research when creating and ideating.
Insights (-)
1. Too many options; overabundance of pre-made pizzas and toppings to select (20+)
2. Food category icons: pizza, dessert, drinks, salad are hard to read/interpret from their photo and text.
3. Pizza customization should have an animation to show how the pizza is going to look with toppings.
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User Interviews:
As a result of my research, I was able to validate my assumptions and add nuance and depth to them. Key findings from my user interviews were:
1. Busy users who ordered for themselves/or their families tended to steer away from the ‘custom’ pizza option. Finding pre-made pizzas was less time consuming.
2. Users who ordered for larger groups/at work tended to use the custom pizza options because of dietary restrictions and other preferences, but noted that it was time consuming.
3. Users also preferred to have a simpler ingredients list (not more than 12 options) when it came to custom pizzas.
4. Users enjoyed viewing clear and realistic photos of pre-made standard pizzas and being able to view the ingredient list directly on the same page. This also helped limit the number of app interactions needed.
5. There is a comparable difference between a busy user vs one who isn’t while ordering pizza.
Define:
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Persona Definition
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Empathy Map
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Journey Map
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HMW Questions
Empathy and Journey Maps
Based on the data collected from user interviews, I identified Patty as an appropriate persona that fits the targeted audience for Pizza Diavolo.
Scenario: Patty is a full-time educator and mom, and she tutors two children at her home. Unfortunately, the students' mom called to ask if she can watch them for a few hours due to a family emergency. She has to order pizza for her students, her son, and herself while tutoring/keeping her own young toddler busy before his bedtime.
The empathy map details her emotions and behaviour throughout the night in the above scenario.
With the information we gathered, we asked ourselves HMW questions:
HMW help busy customers order a customized pizza in under 3 minutes so that they do not feel rushed or stressed.
Ideate:
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Wireframes
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User Flow
User flow chart
My user flow chart allows for an ideal visual walk though of my users path towards the goal of the application.
Wireframes
With research obtained, journey maps drawn, and Patty as my persona, I was able to start sketching wireframes for this app. I conducted 3 quick sessions of crazy 8’s to generate and drafts out potential ideas. From this I then sketched out my paper prototype with selected elements from my crazy 8’s.
Swipe through the gallery to see the first iteration of my first low-fidelity wireframes after my crazy 8's drafting.
Final low-fi wireframes
Keeping in mind the business requirements that Pizzaria Diavolos owner has given us, I have came up with this finalized low-fidelity wireframe that is influenced from user testing and elements from the competitive analysis. My key additions for their new application focus on the ordering process and limiting the number of interactions needed to order a pizza via the 'order now' function. As well as when you are on the menu page your first option is a customize pizza option or a selection of pre-made pizzas.
OUTCOMES + LESSONS LEARNED
Jumping into this program as someone new to the field, I was excited to put my first two weeks of knowledge to the test with hands on learning. Being my first UX project, I was able to see how my research influenced so much of the application, and how important it is to take your time to gather and empathize with your research users. Somethings that I’ve learned and will enhance in my next projects are:
Documenting my user interviews via a recording alongside my notes. Documenting the interview process this way can help with structuring the data and adding more depth to my understanding of the research.