Pizzeria Diavolo Delivery App

UX Design / User Interviews / Problem Definition/ Wireframing

Project Overview

Pizzeria Diavolo is a fictional small-sized pizzeria seeking to create a delivery app focused on giving users the ability to create and order custom pizzas in under 3 minutes. My deliverable for this assignment was a low fidelity wireframe of the new Pizzeria Diavolo delivery app.

Roles & Responsibilities

I worked on this project independently, following a ‘client brief’ provided as part of an assignment at Concordia CCE. I conducted primary research in the form of user interviews, created empathy & journey maps, generated, low fidelity wireframes, and performed a round of user testing.

Scope and constraints

The project was completed over 2 weeks, so the time frame was quite limited. I worked on it alone, so the scope was fairly small, as I could only conduct a limited amount of interviews, and did not have the time to increase the detail of the project and test it with more individuals.

Problem Statement

The main problem identified through user interviews, was that busy users wanted to be able to order custom pizzas, however found the process to be too time consuming and inefficient to fit into their schedules.

Users

The target users were Individuals who had busy schedules due to demanding work and family responsibilities, and wanted to order custom pizzas within a quick timeframe.

User Interviews

I conducted semi-structured interviews with 3 users, to understand their experiences, and pain points when ordering customized pizzas online. To organize my findings I created an empathy map based on my third interview, which was the most in-depth, and with a user who most closely matched the target user base.

Initial Assumptions

Having limited choices is better for quick decision making.
People like to have their payment and location data readily available on a food delivery app.
People with limited time won’t want to customize a pizza.
People who choose to customize pizzas may seek wider variety.
People will sign in with their account at the start of their ordering process.
Busy people will opt for pizza delivery, not pick up..
Visuals are helpful for choice during the customization process.

Key findings

Customizing pizza creates a preferable outcome but takes longer than the user would like (invalidated assumption).
Keeping all customization on one page is preferable and accommodates changing earlier choices with ease.
Guiding through the pizza customization process is useful.
Visuals are appreciated and make decision making easier (Validated assumption).
The user generally sticks with a set group of toppings (1 Invalidated + 1 validated assumptions).
Privacy is important - the user will avoid leaving personal data or location if not needed (Invalidated assumption).
Pickup is still prefered to delivery as as a price saving measure (invalidated assumption).

Journey Map

I created a journey map that followed the user’s experience of ordering a custom pizza starting with selecting a restaurant through to customizing the pizza and going through the checkout process.

How Might We (HMW) Question

HMW allow users with limited schedules to reap the benefits of custom orders while maintaining a quick order time?

Competitive Analysis

I selected two small to mid-sized pizza stores which also put an emphasis on customization options and efficient service, these were Blaze Pizza and Snap Pizza.

Stengths observed:

Blaze Pizza demonstrated a clear organization of ingredients within categories that followed a logical order from dough to sauce to cheese to meats and finishing touches etc.
Blaze pizza had a strong visual representation of the ingredients within each category which went a long way to giving the user a mental image of the end product.
On Snap Pizza the price of the pizza was displayed clearly in the customization section, and updates according to the ingredients added. This occurred in real-time adding to the efficiency.

Opportunities for improvement:

On Blaze pizza, while images were well implemented in the customization process, there was no way to see how the final fully assembled pizza would look like which seemed like a potentially missed opportunity.
On Snap Pizza there was a lack of visual representation for ingredients and a lack of options for guests to complete an order without creating an account.

User Flow

I proceeded to make a user flow which was a key step in developing the flow of the order process, with my user research in mind. The task I had in mind for my flow was to create a customized pizza order for pickup.

Low Fidelity Wireframes

With my research in mind here were my main goals when creating wireframes for Pizzeria Diavolo's delivery application:

Keeping customization to one screen, so the user can easily go back and adjust categories as needed.
Having a visual display of ingredients to support in the selection process.
Having.a limited amount of ingredient choices per category to keep the process efficient and prevent cognitive overload.
Making account creation and location input optional to support user privacy preferences.
Updating the price of pizza in real time according to customization, to support the user’s decision making related to price.

Post Testing Design Changes

A simple round of user testing was conducted in class remotely. Two classmates were guided through the wireframe and asked to describe what they saw and how they would interact with each screen. The design was understood well as a whole however wording was unintuitive in a few sections, such as the menu page where the different categories of order were not clearly understood and a certain customization category ‘Finishing Touches; which was initially confusing without additional context added. Finally a navigation bar (see right) in the initial wireframe was removed as it created confusion for users during testing, and was not needed for the flow I was seeking to present within the scope of this project.

Wireframe Walkthrough

Here is a simple demo of my Pizzeria Diavolo wireframes, with some descriptions of how the design addressed user needs,

Key Learnings

I managed to create a low fidelity design that addressed several user needs identified during the interviewing process. I conducted an in depth user interview following a semi structured script, and was able to dig in to identify more in depth data. The whole process was very informative in experiencing multiple phases of the UX process, and gave me an opportunity to see the importance of understanding the targeted users and their needs before starting to design. If I had more time, I would have conducted several more in-depth user interviews, increased the detail of my wireframes, and conducted more usability testing with a more structured approach.

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