A UX Case study — Domino’s Food App.
A large double cheese margherita pizza with a cold Pepsi while bingeing on Netflix — Here you have is a perfect weekend. And since 1996 domino’s has been bringing you that happiness “Khushiyon Ki Delivery”.
Love for pizza is one common thing that Surabhi (project partner/best friend) and I share. And staying in hostel has just increased our craving for pizzas. Ordering pizzas instead of cake for birthdays, hogging pizzas in depression before juries, stealing the last slice of pizza before anyone can see, well there so many more such pizza stories one can share and relate to and according to us that is what domino’s is all about.
Overview of The Brand:
Domino’s is the major pizza chain with more than 15,000 locations worldwide in more than 85 countries. Approximately 5,750 of those stores are in the United States. The company has consistently blended product, tech, and marketing to create a near-perfect machine for delivering our favorite food as fast and as efficiently as possible.
Target Audience : Children and youth from middle and upper classes from urban areas, Couples where both the husband and wife are working because Domino’s provides a quick and easy meal for working individuals.
Slogans :
The world’s leading pizza delivery company
Khushiyon ki home delivery
Hungry Kya?
Yeh hai rishton ka time
Vision : The vision is simple. They want to be the number one pizza company in the world and in every neighborhood.
Mission :
- Being fanatical about product quality and service consistency
- Providing product variety to meet all customer needs
- Placing team member and customer safety and security above all other concerns
- Creating an environment in which all team members feel valued, because they are
- Building and maintaining relationships that reward franchisees and other partners for their contributions.
Purpose
- Our purpose is to feed the power of the possible. For our customers, this means transforming everyday moments into something more special. Whether it’s relaxing at home or gaming with friends or brainstorming at work, Domino’s makes the experience 11 out of 10.
- For ambitious team members who make and deliver our freshly handcrafted pizzas, it means creating opportunities enabling them to rise quickly into positions of responsibility, learning the required skills
- And for entrepreneurs and investors, it means creating the most rewarding and sustainable franchise model in the sector by constantly innovating in products, processes and partnerships.
Values :
We believe in:
- Opportunity
- Winning together
- Hard work
- Embracing community
- Inspiring solutions
- Uncommon honesty
We promise our customers we will:
- Inspire through our actions
- Consistently provide delicious pizza at great value
- Handcraft every pizza just for you
- Give exceptional service all the time
We promise other team members we will:
- Be courageous
- Make disciplined decisions
- Handle the rush
- Champion our customers
- Respect others
Research Analysis
The research was divided in different parts beginning with studying Domino’s as a brand (studying the stakeholders, competitor analysis, a complete SWOT analysis), further we carried a survey which was created using Google forms to understand the wants of the people, we also carried out our research by visiting different Domino’s outlets in Mumbai to learn how they manage to carry out their deliveries during the pandemic.
The Stakeholders
Employees : Without them the company would not be able to prepare menu items,
Deliver pizzas or serve customers : Lack of employee satisfaction can put the company out of business, leading to higher turnover rates, higher training cost.
Customers : If customers are not happy, there will be decline is sales eventually putting the company out of business. The negative reviews, ratings given by a customer also affect decline is sale.
Suppliers : Dominos will not be successful company without the suppliers since the firm raw materials and food items to make their products.
Franchisers : The owners of Domino’s franchise stores are vital in growing the business, and opening stores in new locations. Without the franchise, the company will not have as many stores in as many locations as it does and likely not as much annual revenue.
Shareholders : Shareholders are important because they have invested the money into the corporation to help it grow while shareholders are not as important as customers or employees they still directly help Dominos prosper within the Pizza industry.
Government : Paying attention towards the health, hygiene and safety, providing with certain rules and regulations. Keeping up to the annual reports of the company.
Media : Having a good media presence is always beneficial is gaining new customers.
Competitor Analysis
In comparison with top Pizza Chains
In comparison with Pizza Chains in India
One of the modern faces of pizza delivery, faces competition from the aggressive promotions and wider range of food offered by aggregators such as
SWOT ANALYSIS
Strengths
- Dominos is a hugely popular brand name and has high brand loyalty
- Diverse range of products offered by Dominos apart from Pizzas
- Hygienic food and quick service
- Leader in online & mobile ordering as compared to its competitors
- Domino’s has a strong brand equity supported by heavy advertising & marketing campaigns
- Global franchise operations — more than 3,500 in over 50 countries
- Efficient and effective supply chain management enables it maintain its goodwill and promises
- More than 200,000+ people are employed with Dominos
Weaknesses
- High fat and high calorie food not good for health conscious people
- Intense competition means Dominos’ has limited growth in market share
Opportunities
- Improve efficiency and home delivery service, which is Dominos’ point of differentiation
- Introduction of new flavor additives and pizza toppings that are region specific can be a good stride for Dominos.
- The distribution network should be further strengthened so as to ensure market penetration in the existing markets at maximum optimum levels.
- Growing presence in emerging markets, particularly in India, China.
Threats
- Intensive competition from a fragmented number of small competitors can reduce business for Dominos
- Changing consumer habits towards healthier food choices.
- Changing government policies and regulations can affect global operations
Customer Analysis
Conceptualizing and design process
Understanding the existing interface
- The moment a user opens the Dominos website the vibrant domino’s colors Blue and red gives the website a vibrant look and feel.
- The site give primary importance to deals on their home pages: discount prices for multi-pizza bundles, coupons, special crust types, mix-and-match meal combos, and more.
- But the first thing as viewer I noticed was the huge illustration with information about ordering online etc.
- On the homepage one also finds the explore option where you find the menu, option to search for the nearby stores, birthday parties and catering.
- There is information placed on the bottom of the page which gives the entire website an inconsistent feel.
- The user also finds a “Chat With Us” option on the bottom right hand corner, which connects them to a dominos helpline.
- The Pizza Tracker kind of like Uber for pizza, a live tracker lets customers follow each stage of their order. From placement to cooking to leaving the store, the pizza making process is documented in real time. And there’ a GPS feature to track the driver’s location.
New features that were discussed and worked on
- Online video for safety/hygiene
- Notifications — Short notifications (eye catching), order through notifications.
- My favorites
- Special offers — For bulk ordering
- Contact details of the delivery person for better tracking.
- Option for adding the beverages after placing the order within 15 mins.
- Dark and light theme.
- Filter to order pizza according to specific topping.
- Jain menu
- Cancellation can be available for 5 mins after order is placed, cancellation after that would lead to deduction from the card or will be added to the next order.
Navigation Flow
Style Guide
Wireframes
Final Prototype
Reflective Note
This project was the first project created by my partner (Surabhi) and I using adobe XD the over the course of the project a few important thing I learnt was that research is the first and the most important aspect for any project, the other thing that I learnt is what does the client or customer want and hoping to give them a better version of what they asked for. I am extremely happy that after plenty of visual interaction, the analysis, the conceptualization I worked to create something that I thing people would mind easier to use.
Before I end this case study there are few people that have been supporting me for the starting of this course, I would like to begin that saying how grateful I am to have a Professor Abhrojit Boral guiding me, mentoring me, helping in all form the start of this course and without his brief zoom sessions I would have been completely lost and this case study would have never existed, furthermore like to thank my partner Surabhi Mandhare for being a fantastic team worker for sharing the workload equally. Also I would like to thank my friends and families without whose ideas and answering my questions such as What do you wish to see in a pizza app ? this project wouldn't have worked out so well. Thank You.
The Pizza Lovers
