Pizza Hut
I led the design of several key areas of a new app and web platform for Pizza Hut and oversaw its adoption in multiple markets worldwide, ensuring the scalability of the global product while considering local customer nuances.
I drew on a bank of qualitative usability research and A/B tests as a starting point for my designs, and worked closely with researchers to usability test all new designs as prototypes, receiving overwhelmingly positive results.
Our product enabled significant revenue and conversion improvements in multiple markets, as well greater control and ease of use for local teams.
Localisation
To reduce homepage bounce rates, I championed the approach of using stored data to automatically localise returning customers. Alongside another product designer, I also created an experience that would allow customers to verify and quickly amend their location options without repeating the process
Product Listing Page
User research showed that people are most attracted to food imagery when ordering, so I opted for a clean design approach that heroes the food. Moving to a 2-column layout on the mobile pizza page and removing pizza descriptions increased conversion, as evidenced by A/B tests.
Customers had the option of a quick-add to basket or a customisation/details page, and I also included an overlay that would allow customers to easily access a list of allergens present in each product
Filters
On the new platform, customers could now filter products by dietary preference. I implemented a range of best practice recommendations for filters including, surfacing the number of search results and selected filters, and updating the number of search results in real time.
Product Detail Page
Much like with the product listing page, I opted for a clean design approach that heroes the food, including real photography for all available crust and toppings. I also introduced a sticky summary of the user’s customisation options that could be accessed at all times, and improved alerts for invalid crust/size combinations and topping customisation limits.
Half and Half Pizza Builder
I opted for a design in which customers could see an image of each half of their pizza as they made their selections, thus maintaining the focus on food photography. The desire for pricing transparency often came up in our user research, so I also ensured that any add-on costs were clearly communicated to users at all stages.
Deal Builder
Two versions of the deal builder were designed and usability tested. This winning version was implemented because users liked the deal summary page, as it gave them extra clarity and reassurance that their selection had been registered between steps. Much like with the half and half page, I focused on transparent communication about any add-on costs throughout the deal builder process in this design.
