Project background
Founded in 1958, Pizza Hut established a legacy of family-friendly restaurants and nostalgic charm. In recent years however, the brand faced the challenge of staying relevant in today’s fast-paced online landscape.
I was a UI/UX designer on a dedicated digital ventures team that refreshed Pizza Hut's UK food ordering app, helping the brand remain competitive in today’s online marketplace.
Position
UI/UX Designer
Responsibilities
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Conducted field research
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Developed concept designs based on user insights, iterating over time based on feedback to refine the app experience
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UI design and digital asset production
Field research
A user-centric approach
UX design colleagues and I conducted field research across the UK – engaging almost 500 participants at universities, shopping malls, train stations and on the streets of Central London, Southampton, Cardiff, Nottingham and Essex.
Our research revealed key insights: younger customers prioritise budget-friendly options, while older customers shared nostalgic memories of Pizza Hut restaurants, reflecting the brand's enduring legacy.
Understanding operational challenges
Considering consumer insights and logistical issues
Beyond consumer research, UX design colleagues and I visited Pizza Hut locations to observe everyday operations, uncovering common customer enquiries and staff challenges.
We dined in to get a feel for the brand's family restaurant vibe and retro aesthetic. Restaurant managers also shed light on operational pain points.
These findings shaped user journeys that catered to both customer needs and business requirements.
Designing for customer preferences
Emphasising deals and enticing through visual appeal
Our research revealed that customers are highly budget-conscious, yet the existing app's navigation didn't effectively highlight 'Deals'. To address this, the navigation hierarchy was restructured, giving 'Deals' a prominent position in the main menu to align with customer priorities.
User testing also indicated that customers found existing food photography unappealing. In response, a new photo shoot took place – featuring fresh, appetising imagery showcasing Pizza Hut's offerings, elevating the app's overall visual appeal.
Testing navigation variants
Designing for reachability
When designing for different devices there are important factors to bear in mind. 'Reachable UI' is one consideration. As such, the following navigation design variants were mocked up for testing.
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Option 1's horizontal navigation is consistent with the desktop layout.
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Option 2 is laid out vertically, allowing for easy left thumb access.
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Most users preferred Option 3. Its darker menu's high contrast rendered it most prominent, whilst also allowing for easy reachability.
Ongoing improvements
Iterative enhancements
Our team prioritised tasks based on business briefs, customer feedback and ideas from brainstorming sessions.
Daily stand-ups ensured alignment with project goals, while we analysed data and tested preferences for photo imagery, pizza topping icons and promotional messaging (e.g. A/B testing promotional messaging: 'Half price' vs. '50% off' or 'Buy one, get one free').
This fast-paced digital transformation launched MVP site sections quickly, with ongoing UI and UX refinements made through iterative learning and testing.
The enhanced app experience
Previous app version
App Store rating
The app was widely criticized for its poor user interface, frequent crashes, slow performance and issues with order tracking and payment processing. These issues frustrated users and highlighted the need for significant improvements.
Redesigned app
App Store rating
Ranked #8 in the Food & Drink category, with 99.2k ratings on the App Store. The enhanced app offered a variety of benefits – including limited-time deals, exclusive recipe specials, in-app messaging, live order tracking and loyalty rewards.