The Stakeout Pizza is a Mobile Application which lets you to order any kind of pizza online. This application also has a custom pizza builder, door-step delivery and live order tracking.
Balsmiq Mockup, Sketch App, Photoshop
This was an Individual Project. I played the role of UX Researcher, UX Designer in this Project.
Many a times when we order pizza online, we face several issues like detecting the nearest restaurant, choosing and saving relevant delivery address , applying coupon vouchers and at times tracking your order. These functionalities are not only vital but also make the customer experience better.
First and foremost it was necessary to understand the users of the product to get to know about their views on using a similar application online. Hence, I started with user interviews to get to know their belives, desires and experiences about ordering pizza using an app.
I began asking the questions pertaining to the application and I tried to understand about their experiences while using any of the existing apps and if they expect something which was missing.
What do you think of the process of ordering a pizza via a Mobile app?
"There are too many steps for placing a simple order. At times calling and ordering seems a better option, but then I don't know if my order is successfully paid and that I will get my pizza. So Mobile app in that way should provide a better solution."
Do you think it is very troublesome to find an offer applicable on your order?
"Yes it is, half of the time the coupons are not valid and other time I am unaware of the coupon code."
The user wanted an easier way to look for offers or coupons. Most times they get a message with coupon code which they may or maynot be aware about. In such cases they want to know the suitable coupon applicable and an easier way to select and apply them.
At which point, while using any similar apps, do you think the product didn't meet your expectation and why?
"Sometimes, it doesn't take my address. Neither I can manually enter nor I can even change it."
Most important feature for an online delivery application is the address settings, without which the user cannot place any order. I understood that, the user wanted to have option to select address manually and automatically using GPS settings. Address detection should be automatic and ability to save address for custom location should be present.
What additional Feature would like the Online Pizza Delivery Application to have?
"Pizza- Order Tracking which is a rare functionality in Pizza Delivery Apps. "
Users would also like to have a way to see how far their pizza is from their delivery location.
As a part of understanding the users of the product I began with developing a customer journey map based on the user interview and other inputs provided by the user which acted as an intersections between user expectations and business requirements.
The Customer Journey Mapping across each channel helps to survey and optimize the overall experience. In this project the user journey was segmented into four major tasks: Select Delivery Location , Select Pizza ,Add Pizza Toppings Review your order and Make payment . The thoughts and emotions of the user is analyzed and then suggestions are made to improve the experience.
This provided a deep understanding of the target user and their frustrations while using any of the earlier products. It was perinial to understand what keeps the user busy with their interface and what takes lot of time for the user to arrive at a decision.
In order to solve a specific problem or pain point of the customer it was necessary to understand which obstacle prevents them to archieve their goals or sub-goals.
This step was primarily to segregate the goals, pain points and user interactions to help build a better experience.
It helped me to understand the functionalities in exsiting application and how I can improve upon them. I made sure my low fidelity mock ups contained all the suggestions. I came up with improved touch points to enhance interactivity.
Users would need option to set delivery location for both store pickup and home delivery. Both options will provide a better decision making as they can see which nearest store is present close to their location and how they can order from that location. This provides flexibility to the user
In order to customize the pizza the following two ways have been recommended, the list view provides users glance of all the available options on scroll.
The visual view for toppings and crust provide greater ease of use and can be more customer friendly as they can make a decision by viewing in real which topping or pizza crust they wish to buy.
Users often complained about the difficulty to find the offers valid on their order and at time they have to either manually search through websites/messages recieved to find their coupon. The problem of coupons could be solved by providing an list of applicable coupons to the user at the point when they have to use it on their order.
The design process was important to see the improvements come through.
Getting customer feedback provided useful insights of their pain points.
Providing two types of solution for decision making to user gives the app a flexibility to scale according to customer centric needs.