An analysis of Domino’s web app properties built a case for redesigning its UI/UX
Product Design, Content Strategy
When I joined Dominos, I was placed on the product team, focusing on adding new features and testing. As a result, I formed a team that went on to build a new design system for the web and app. With a focus on research, stakeholder interviews, user interview, surveys, competitive audits, user personas, user scenarios, journey maps, red route analysis, user flows, interactive wireframes, testing, data reports, and team collaboration. The main goal being to increase returning users.
Data analytics, Behaviour Insights
Reviewing what was currently working on a regular and granular basis, analysing usage facts and turning these into meaningful insights and hypotheses to experiment.
Evidence Research, Empathy
I facilitated workshops with cross-functional partners, in product and brand, on core journeys. The goal was to identify inconsistencies and prioritise new features. User Journey Mapping, Experience Mapping, Personas, Task & Process Analysis
Key takeaways: Language inconsistencies, No interactive or playable elements. Misinterpretations of brand elements.
A visual exploration would help set the tone for any new brand alignment.
The Brand team gave an overview of the current state of play. We all partnered up to explore how we can create an inspirational base to guide the flow into reality as I moved forward. Based on the workshops, I defined three themes to guide our explorations:
Contextual: Keep in mind who a user is and where they are within the flow.
Simple: Users should get what they came for, easily.
Engaging: If users explore, content should be discoverable.
I focused on how we can celebrate the products that the service provides. I was inspired by the current marketing style from previous campaigns.
Making the components robust enough to use in future features across the app and web was key. Testing the toolkit early, making it easier to implement. clickable elements were used at first, with complex interactions saved for later hi-fi prototypes.
By pinpointing the consistent elements, we had a baseline for generating a more engaging, contextual experience.
The core journey tests ran with positive results. There was an increase in returning users, more people browsed and there was a 5% increase in conversion. Without those early relationships, the vision would have been different.