Professional Documents
Culture Documents
Mobile Application
Plans Book
Whitney Johnson
&
Taylor LeFebvre
Fall 2014
Table of Contents:
Executive Summary
Key Excerpts/Insights Summaries
Personas
Scenario
Application Map & Wireframes
Final Mobile Application Design
Executive Summary
This semester we were given the challenge of increasing the share of pizza orders that are
done online by 32 percent by the end of 2015. Our three overall objectives were to:
Position Pizza Hut as the top choice for customers who order pizza digitally.
Provide the greatest digital ordering experience in the category.
Reach the target of 75 percent of all orders done online/mobile by the end of 2015.
From our research we found that the biggest factors of pizza ordering were prices, time,
and convenience.
We wanted to address the two main reasons why someone calls to place a pizza order
instead of going online. We felt that the first reason someone calls to place an order is find out
their wait time. If theyre in a group setting or in a hurry they want to know how long it is going
to take to get their pizza. Nowadays people are not brand loyal and various factors can
influence their decision on which pizza brand to order from. The time factor is huge. If someone
goes through the entire ordering process on the mobile application and then finds out it will
take 90 minutes for their pizza to be delivered, it will negatively impact their perception of Pizza
Hut and their future decisions.
This is why we knew from the beginning that we wanted to make it easy for the user to find
out their wait time as soon as they open the application.
The second reason we felt that someone calls their pizza order in versus going online is to
ask questions or feel reassurance about their order. People want their questions answered
immediately. Questions such as, What are your current deals? How long will it take to get a
pizza delivered? Do you deliver to this location? How late are you open?
We decided to create a pizza guide that could take you to the pages you needed to get to
right away, such as the deals page or help you figure out your wait time. Youre able to open up
the guide and speak to it and they will direct you to the right page. At any time you can quit the
guide and go back to your normal ordering or you can continue to speak actions.
Overall, we feel that the application we created will help ease the transition for phone users
to feel comfortable using the Pizza Hut mobile application.
Key Excerpts
We conducted 8 different interviews with both males and females. Their ages ranged from
18-45. We also separated them by their ordering preference, meaning if they normally ordered
pizza online, either on a web browser or through an application, or called in their order. Here
are some of the key excerpts from each interview:
I ordered my pizza online at pizzahut.com while I was at work. I prefer ordering online because
I can double check my order and there are never communication problems like when I order
through the phone.
Ive never ordered pizza through the application; I didnt even know it existed.
The last time I ordered pizza I was lying in bed. I was really hungry so I decided to order pizza
from Pizza Hut. I just picked my laptop off of the floor and went to my pizzahut.com. I always
use guest checkout instead of making an account. I knew what I wanted so it took a little over
five minutes.
The first time I ordered pizza in the dorms the pizza guy called me and I didnt know the
number so I didnt want to pick up my phone. After calling me twice he ended up leaving and I
didnt get my pizza. Good thing I was going to pay in cash.
Ashley Alons (18-24 year old who normally orders on the phone)
I have their number saved in my phone. I like talking to the real person so I know there will be
little mistakes.
One night I called Papa Johns to order pizza. I have their number saved in my phone so it was
easy to dial. When I called they knew it was me and knew my address. I ordered with a coupon
and got a free extra garlic sauce. Best pizza buying experience ever.
Preston Jensen (18-24 year old who normally orders on the phone)
Last time I ordered pizza I was in Iowa City and ordered Dominos. I was at the Iowa vs. ISU
game at a friends house. I ordered over the phone, because its easier. I googled the phone
number and then called it in. I always order over the phone. Its faster and simpler to order
over the phone. Ive never ordered online.
My biggest fear about ordering online is that my card will get hacked. Im not afraid of my
order getting messed up just my information getting stolen.
I ordered on pizza hut app once when I didnt want to wait while we were driving. It was pretty
easy to use their application; I thought it would be more complicated. I just havent used it
since because Im more of a Dominos person.
Last Friday, I was going to get my oil changed and the place is right next to Dominos so I was
thinking I would drop my car off and I would pick up the pizza for the office. We went online to
dominos.com and we looked at the coupons first. Dominos has a cool pizza building
functionality and its a simple process. On Dominos they have the pizza tracker, within 15
minutes it will be in the oven, etc. It didnt add anything to the process; it just looks cool instead
of a confirmation page.
Last time I ordered pizza was a week ago. I went to pizza hut.com. I noticed the website had
changed significantly with different toppings and menus. I didnt really like the new layout and I
felt it was very step by step. They make assumptions for you; like they assume that everyone
likes pan crust which I feel is disgusting. It used be that all the toppings were in a menu in the
middle of the screen and then you clicked to add them. I liked that.
I usually already know what were ordering before I get on the computer. By the time I log on
and pay it takes 2-3 minutes, which I think is just as quick as a phone call.
I didnt know there was a mobile app. I would consider using it, but Im more of a PC person
than a mobile app guy.
Kevin Hansen (25-45 year old who normally orders on the phone)
Once I tried to use the app but I got frustrated because I wanted to ask questions. I then
proceeded to calling instead.
I usually call to order every time. I like to know my order is received. My fear with ordering
online is that my order will get lost. I want my confirmation fast and if Im talking to someone
on the phone I know they have my order versus if I order online I get a generic confirmation
email.
A lot of times I call to see how long a pizza will take, and if its too long then I call somewhere
else. I would want to know that in the app.
Austin Grote (25-45 year old who normally orders on the phone)
I wouldnt use an online application; Im just not comfortable with it. I think its easier to talk
to someone than to look it up online and see what their special is.
We get Pizza Hut coupons in the mail. If we decide to order we call it in and then pick up our
pizza. Once in a while we will dine in.
Insight Summaries
As you can see we had a variety of quotes from all of our age groups. Some of the most
interesting things that stuck out to us were:
Those who had ordered online before via the website had never even heard that Pizza
Hut had a mobile application.
The users who call in their pizza order feel reassured that their order is correct because
theyre speaking with someone on the other end.
One of the biggest fears people have with ordering online is that their order will get lost
or that their credit card information will get stolen or lost.
If a user has to go online and look up specials and then put their order in themselves, it
feels like work to them. Placing a phone call is just easier and feels like less work.
One of the main reasons people call their order in is to check the wait time.
These are the challenges and obstacles we had to overcome with this application. Our
biggest question was how were we going to make it easier, for someone who always orders
their pizza via phone, to order through the mobile application?
Personas
Based on our user research, the Pizza Hut Case Study, and the Adology research on Pizza
Hut customers, we were asked to created 3-5 personas that specifically describe the users we
need to appeal to (18-45 year olds who order pizza by phone or digitally).
We were also asked to create a concept model to diagram the relationship between
nodes/concepts in the pizza discovery, decision-making, ordering, and delivery process.
Creating these personas helped us put a face with a name and also helped us figure out
the main types of users we had to keep in mind during the design process.
I usually look for the best deals and coupons before I order a pizza.
Quick Facts
Behaviors
Age: 36
Hometown:Waverly, IA
Occupation: Copy Writer
Status:
Married with three children
Favorite Pizza Resturant: Dominoes
Frequency of Pizza Orders: Once a week
Always orders
online
Always orders
over the phone
Nevery uses
Coupons
Always uses
Coupons
Always picks up
pizza
Only orders
from one pizza
resturant
Orders from
various pizza
resturants
Scenarios
Objectives
Concerns
- Ordering the pizza my family loves for the price that I
can afford. My family orders pizza once every two weeks
or so. Some months it is weekly. The cost for a family of
five adds up.
- Ordering pizza the is delivered to my house. I never
know how much money to tip the delivery man.
- When I order online I never know if I am getting the
best price. When I talk to someone over the phone I can
ensure that I am getting the best price.
- It is easier to ask someone the special then it is to look
it up online
- I live on the outside of town. How will I know if they
deliver to my house without talking to somene?
I like calling to order my pizza because they have my address ready and I
dont have to type it in
Quick Facts
Behaviors
Age: 25
Hometown: Cedar Falls, IA
Occupation: UNI Student
Status: Single
Favorite Pizza Resturant: Papa Johns
Frequency of Pizza Orders: Once every two weeks
Always orders
online
Always orders
over the phone
Nevery uses
Coupons
Always uses
Coupons
Always picks up
pizza
Only orders
from one pizza
resturant
Orders from
various pizza
resturants
Scenarios
Objectives
- Wants a personalized pizza
ordering experience
- Wants the pizza order to be
correct with little mistakes
- Ordering pizza is a social event
- I want to order pizza with special requests and have it be right
the first time.
Concerns
- If I order online how long will it take?
- If I order online how do I make special requests.
- Can you use coupons online? I only order with coupons
- How can I get extra garlic sauce when I order online?
Quick Facts
Behaviors
Age: 21
Hometown: Cedar Falls, IA
Occupation: UNI Student
Status: Single
Favorite Pizza Resturant: Pizza Hut
Frequency of Pizza Orders: Once every two weeks
Always orders
online
Always orders
over the phone
Nevery uses
Coupons
Always uses
Coupons
Always picks up
pizza
Only orders
from one pizza
resturant
Orders from
various pizza
resturants
Scenarios
Objectives
- Stood Up
Concerns
- Pizza Hut does not have a good enough rewards program for me to sign up for an account.
- When I order from places other than Pizza Hut I have
a terrible experience. I dont like trying new things.
- Typing in coupons is a hassle
- I dont want to deal with any people ordering over the
phone
-I only order from Pizza Hut now. It may be more ex- I know how to order online. I havent tried the app
pensive but it is better quality and a better experience. I
because I did not know it even existed.
tried ordering from 5 dollar pizza and hated the experience. I had to call in to order it and go and pick it up.
Quick Facts
Behaviors
Age: 21
Hometown:Britt, Iowa
Occupation: Student
Status: Single
Favorite Pizza Resturant: Dominoes
Frequency of Pizza Orders: Once every 2 weeks
Always orders
online
Always orders
over the phone
Nevery uses
Coupons
Always uses
Coupons
Always picks up
pizza
Only orders
from one pizza
resturant
Orders from
various pizza
resturants
Scenarios
Objectives
Concerns
- My biggest fear about ordering online is that my card
will get hacked.
- Not afraid of my order getting messed up, just that my
information will get stolen.
- Group Setting
The last time he ordered pizza was in Iowa City,
- I dont want to create an account and then have the
- Prefers ordering over the phone during the Iowa vs. ISU game. Preston will usually
company know my information.
order pizza in a group setting. He never usually
- Is not as concerned with couorders pizza just for himself.
- Its faster and simpler to order over the phone.
pons
- He is all about convenience
With online ordering you double check your order versus on the phone there
is communication problems.
Quick Facts
Behaviors
Age: 23
Hometown: Northwood, Iowa
Occupation: Student
Status: Single
Favorite Pizza Resturant: Pizza Hut
Frequency of Pizza Orders: Once every 2 weeks
Always orders
online
Always orders
over the phone
Nevery uses
Coupons
Always uses
Coupons
Always picks up
pizza
Only orders
from one pizza
resturant
Orders from
various pizza
resturants
Scenarios
Objectives
Concerns
- Never ordered through the application, Didnt even
know there was an app.
- Pizza Hut is a bit more expensive, youre more for better quality. Ordered dominos because they were worried
about cost.
computer
turns on
password
pizza hut.com
opens
types
types
types
chooses
user name
browser
deals
clicks
check out
adds
garlic sauce
proceeds
adds
checkout
extra cheese
selects
delivery
credit card #
selects
types
payment
pizza box
proceeds
order
verifies
order
places
dials
phone
picks up
pizza hut #
speaks with
employee
or
de
rs
carryout
pizza
uses
chooses
total
coupon
receives
drives to
pizza hut
pays with
money
receives
pizza
drives
home
Scenario
Based on the user research and the Pizza Hut case study, our group created one
scenario that described in detail a specific situation that addresses the interaction between one
of our user personas and the Pizza Hut application.
We decided to pick our persona Ashley (the talker) and put her in a group pizza buying
situation. Ashley was the 18-24 year old who preferred ordering pizza through the phone. In
this scenario she is with a couple friends who are encouraging her to order through the Pizza
Hut mobile application, because there was a discount for ordering online.
Going through this scenario helped us understand the barriers our user went through
while using the mobile application for the first time.
Requirements
-Must be hungry
-Must be able to make decisions
Login or No
login?
Dea
Asks Location
ls
customize
your deal
Pics showing
each deal, top
ability to filter based on
price, feeding
stylle
a
Pizz
Last order
Favorites
somethingnew
Build
your own
pizza
Build your
own
Specialties
us
Men
Sorted by
crust and
size
Wing
Pasta
Side
Desserts
Drinks
Deals
Pizza
Menu
Contiue
order
Proceed to
checkout
Review
order
Talk
Text
BYO
Wing
Style
Sauce
Size
Type A
Type B
#
sides
listed
&#
Desserts
listed#
drink
choice
&#
check out
enter info
and place
order
Thank you
with your
info on it
and time to
get pizza
Home Screen
Sign In/Sign Up
Create An Account
Name:
Address:
Zip:
Deals
Pizza
Menu
Your Wait Time
Help
Name/Guest
Price - Feeding # - Style
Choose Your
Favorite Store
Help
Deal 1
Deal 2
Deal 3
Store: Cedar Falls
Customize Deal
Name/Guest
e gs
t
us Size auc pin
r
S op
C
T
Help
Sign In
Your Wait Time
Pizza
Sign In
Name/Guest
Enter Zip Code
Email:
Password:
Choose Store:
Cedar Falls
Help
Name/Guest
Build Your
Own
OR
Specialites
Store: Cedar Falls
Help
Last Order
Favorites
Something New
Your Wait Time
Help
Wings
Pasta
Sides
Desserts
Drinks
Continue Order
OR
Proceed to
Checkout
Pizza $$
Wings $$
Drink $$
Total $$
Specialities
Name/Guest
Name/Guest
Name/Guest
Customize Speciality
Name/Guest
s
st ize uce ing
u
Cr S Sa opp
T
Create an Account?
Guest
Ashley
Name:
Address:
CSZ:
Phone:
Email:
Payment:
Place Order
Place Order
Ashley
Ashley
Name: Ashley
Address: 123 Main
CSZ: Cedar Falls
Phone: 555-5555
Email: a@uni.edu
Payment: Cash
Pizza $$
Wings $$
Drink $$
Total $$
Delivery:Cedar Falls
Place Order
Help
Order Placed
en
Hello, Ashley!
Name/Guest
os
ms Ch
Menu
Name/Guest
e gs
t
us Size auc pin
r
S op
C
T
Review Order
Ite
Menu
Finalize
Thanks, Ashley
Wings
Pasta
Name/Guest
le uce ity
Sty Sa uan
Q
Menu
Name/Guest
Type A Quanity
Type B
Type C
Type D
Type E + -
Name/Guest
Wing
Pasta
Sides
Desserts
Drinks
Name/Guest
Type A Quanity
Type B
Type C
Type D
Type E + -
Quanity
Drinks
Name/Guest
Type A Quanity
Type B
Type C
Type D
Type E + Store: Cedar Falls
Help
Help
Help
Name/Guest
Help
Name/Guest
How Can I
Help You?
Talk
OR
Text
Help
No
Help
Sign In/Sign Up
Name/Guest
Was your
question
answered?
Yes
No
Yes
Deals
Pizza
Menu
Your Wait Time
Help
Help
Home Screens
We created two different home screens.
The top screen is what a new user will see
when they open up the application for the
first time.
The bottom screen is what a person who
already has an account will see when they
log in. As you can see their location and
favorite store is already stored so they can
see the wait times for delivery, carry-out, or
dine-in.
On the bottom of both screens is our new
voice activated feature. This allows
customers to verbally interact with the
application.