One day, I got hungry and decided to order pizza from Domino's. I was too lazy to open my laptop and order through the website, so I pulled up my phone and after only a few taps, I downloaded their app. As a designer, I couldn’t help but notice quite a few UX problems in the app.
Don’t get me wrong, I think Domino’s has one of the best user experiences in the realm of pizza restaurants, especially their desktop website. My favourite feature is the “Pizza Tracker” and the “Virtual Pizza Builder”.
But for the mobile app, it seems like Domino’s just copied and pasted the whole website into the mobile app. The same button styles, the same form fields, the same text sizes. What was meant for desktop is now jammed into a tiny screen.
Domino’s existing task flow (Pizza selection & customization)
The existing menu uses two screens to separate primary and secondary level items. In this case, the information architecture looks something like this:
I combined 2 levels of information into 1 screen using the “Airbnb layout”. Also, I switched out the small photos with large, mouth-watering photos of pizza because we humans are visual animals.
In order to condense preference selection flow into one screen, I had to do the following:
I started sketching low-fidelity screens. The key to this is to explore as many possible solutions as possible rapidly.
I combined all the customization screens into one continuous flow. Users can modify their preferences without going back and forth screens.
Each preference option is a card element, and when selected, the card becomes red.
For preference options with secondary options (e.g. cheese level), the secondary button shows up when the card element is selected. Then you can tap the secondary button to cycle through options.
The prices is now located before the “Add to Order” button so users can go back and modify their preferences without obstructing the flow.
Colour is the first thing people notice. Selected ingredients are highlighted in red. This makes it easier for users to “scan” the page and review what they selected.
Using Invision Studio, I was able to translate my rough sketches into a high-fidelity prototype, and fine tune these micro animations such as button taps and screen transitions.
This project took me about 3 days to complete. This design isn’t perfect. If I had more time I would improve on a few things:
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