Re-design

Building Digital !User Experience !E-Commerce Strategies

Company Confidential

Timeline2 Weeks

User Centered Design Methods Applied:

My RoleUX Designer & Digital Media Strategist

Team2 UX Designers, 2 Visual Designers

ClientPapa John’s

Understanding Client’s !

User Experience & Business Goals

User Research Market Research

User Experience

Thinking

Implementing User Experience

Solutions


Digital E-Commerce User Experience Thinking


User Research


Increase top-of-mind awareness using penetration across different digital channels by 36%

Increase order frequency of Papa John’s for 10% of current users across different digital platforms

Increase the number of brand preferrers to 25%, ramping up to 4.5x order frequency annually

1 Drive Digital Top -of -Mind Awareness

2 Drive Frequency Among Current Users to Order

Digitally

3 Drive Brand Preference

Digitally❤

Client’s Ask- User Experience & Business Goals


1. DRIVE DIGITAL TOP-OF-MIND- AWARENESS

Users Who are Aware of the Brand Without any Aid(of Total)

Users Who Consider Papa John’s 52% (of Aided Awareness)

Users Who Order Papa John’s 36% (of Aided Aware)

Preferred Brand 21% (of Aided Aware)

Users Who are Aware of the Brand Using External Aids 89% (of Total Aware)

2. DRIVE FREQUENCY AMONG CURRENT USERS TO ORDER DIGITALLY

3. DRIVE BRAND PREFERENCE DIGITALLY

Funnel Opportunities

❤


SECONDARY RESEARCH!!Client Briefing Papa John’s Annual Report NPD Industry and Analyst Reports Competitive Review

PRIMARY RESEARCH !!Pizza Quantitative QSR Research

• N=1000 National Consumers• Brand Lovers• Competitive/Category Users

CONSUMER AND CULTURAL RESEARCH !Food Trends Analysis Target Interview

User Research In Short


Market Research In Short


How To Accelerate Three Levers of Digital Growth

1. Understanding & Delivering for Pizza Consumption Triggers 2. Pizza Personalization 3. Pizza Socialization


Ensure That We Are Relevant During The Moment Of Decision.

“If I decide that I want pizza, it’s a last minute thing so I usually go with whatever is convenient and easy.”

1. Understanding & Delivering for Pizza Consumption Triggers

Disruptive tactics, different take on coupons, weekday vs weekend promotion, sports tie-ins, auctions…


Weather Triggers: Messaging & Reminders

https://profile.weather.com/#/registration/home-location

https://ifttt.com

-Create pizza SMS alerts if weather turns “pizza”!-Create custom lists or events around pizza based on weather!

Pizza

https://profile.weather.com/%23/registration/home-location

https://ifttt.com


Make Papa John’s Pizza Feel Personal.“When it comes to pizza, I’m used to ordering from the same place, but I’m not wedded to it. There’s nothing tying me to any particular option.

2. Pizza Personalization

Profile & profile creation, re-ordering/subscription pizza, geographically-relevant deals, novel use of point systems, affinity/inferred preferences


Crowdsourcing Pizza Rides

http://capitalistcreations.com/lyfts-business-model-exploiting-an-existing-competitors-weakness/

- Lyft is a new crowdsourced ride-sharing system where drivers use their personal cars for ride-sharing.!

- Lyft connects local drivers with local commuters.!- Drivers make extra money by fulfilling the need for rides.

Pizza Community

We just noticed that your friend in neighborhood just ordered for

a pizza delivery. !

Would you like to pick up their order and .....

!We just noticed that your friend

in neighborhood just ordered for a pizza delivery. !


http://arstechnica.com/tech-policy/2012/11/lyft-sidecar-and-uber-all-slapped-with-20k-fines-from-ca-regulator/


Context Awareness Pizza Experience

Pizza Community

Looks like our Buffalo Chicken Pizza is picking up some heat in

your neighborhood. !

5 of your neighbors have ordered this pizza already.

Order Now


Make Papa John’s Pizza Stand Out.

“All Pizzas are basically the same.”

3. Pizza Socialization

Facebook tie-ins, “Cloud Pizza”, social pizza profiles, group ordering, social pricing: Uber like surge pricing



http://blog.uber.com/2012/03/14/clear-and-straight-forward-surge-pricing/

- Uber handles extreme demand generated during peak times and holidays by introducing ‘Surge Pricing’.!

- This maximizes chances of making an Uber car available when one needs.

Pizza Surge

Demand for pizza is off the charts in your neighborhood (02143).

!If you order a pizza now you

could save our delivery person a trip and get 10% off your pizza

purchase.

Demand for pizza is off the charts in your neighborhood (02143). If you order a pizza

now you could save our delivery person a trip and get 10% off your pizza purchase.

http://www.gizmag.com/bluetooth-magnet-orders-pizza/21974/


Social Pizza

- Pizza social graph.!- System knows which co-worker/friend likes which topping/pizza.!- Pre existing pizza profile helps to know group allergies and favorites.!- Order pizza for group hangouts or parties.!- Split bills easily.

We recommend ordering Pepperoni, Vegan pizza and gluten

free pizzas for your party


Building Digital Pizza Ecosystem


Different Users Different Needs

Need of a Digital Pizza Ecosystem For Different User Needs & Across Different Digital Channels

WEARABLE!TECH

ONLINE PLATFORMS


So We Created a “Digital User Experience Wall” for Improving User’s Pizza Experience



Digital Wall Zoomed InPizza Ecosystem What Triggers Pizza

Usage?Making it Easy To

Order Pizza On the GoContinuos User

Engagemente.g. Heavy Snow Day e.g. Order Through Uber App e.g. Loyalty/ Pizza Rewardse.g. Collect User’s Holistic

‘Pizza’ Habits


UX Recommendation- “Pizza Passport”


2. Pizza Personalization 3. Pizza Socialization


It’s like carrying your passport, it knows EVERYTHING ABOUT YOUR PIZZA LOVE, it’s your virtual Pizza Passport. !Pizza passport is your integrated online pizza profile which collects your pizza stats from all the different digital & social channels and provides you easier ways to order pizza, access your pizza profile, your pizza love, social connections, points, rewards, gift cards and other such cool things. !

What is a ‘Pizza Passport’?


Drink pairing suggestions

Combined order details about your social circle.

Social pizza & local context specificity

Accumulated points and rewards

Interesting trivia about all your pizza orders

Tracking order delivery time


Order Order history across different digital channels

Intuitive ways to launch new pizzas/toppings/products

Introducing Pizza Pizza pals.


Accumulating points through different digital channels

Intuitive ways to share loyalty/rewards across your friends and community.


Pizza Passport App- ‘Let’s Order Pizza’




It’s an on the go pizza ordering app which integrates your ‘Pizza Passport’ to help you order Pizzas ‘in the moment’ for your closed ones at different occasions with an easily one click, Amazon Pay option.

‘Let’s Order Pizza’ App

Bob and friends are at Bob’s to watch a football game. They see a Let’s Pizza ad on TV and Bob googles Let’s Pizza. He feels good about downloading the app thanks to word-of-mouth validation, and notices starting the Let’s Pizza experience is quick and painless thanks to Facebook Connect.

FRAME 1 – 4:

Now that Bob is connected via Facebook, he chooses which friends he’d like to his football party order.

FRAME 5 – 8:

Using everyone’s stored pizza preferences, Let’s Pizza generates the perfect crowd-pleasing order and splits the tab evenly amongst all the guests.

FRAME 9 – 12:

Now all Bob has to do is pay, which he does in one tap with the Pay With Amazon option. Bob is psyched because his credit card and address info are already stored – ordering pizza for a group has never been easier.

FRAME 13 – 14:

Once Bob’s order is confirmed, he has the opportunity to save his group for the next football party. So the ordering process that took minutes the first time will only take seconds the next time around.

FRAME 15 – 17:

Time passes and it’s time for another football game. Bob gets a text offer reminding him it’s time to pizza. The app auto-prompts Bob to re-order the pizzas he got last time (because his order history is stored) but Bob can edit his order and location before hitting confirm.

FRAME 18 – 25:

Time passes and it’s time for another football game. Bob gets a text offer reminding him it’s time to pizza. The app auto-prompts Bob to re-order the pizzas he got last time (because his order history is stored) but Bob can edit his order and location before hitting confirm.

FRAME 18 – 25 (continued):

LET’S PIZZA ORDERING UXTHINGS WE KNOW NOW

BOB

Orders from mobile 90%

Pepperoni (100%) Thin Crust (75%) Mushrooms (80%)

BOB’S PIZZA PREFERENCES:

Based on our relationship with Bob,we know all this and can message him in the most relevant ways possible.

HOME16 Cumberland StreetApt #2Boston, MA 02118

DENVERBRONCOS

ORDERING PATTERNUsually Orders on Sundays at 3pm

ANULoves PepperoniPIZZA PREFERENCES:

100%

CALEBVeganPIZZA PREFERENCES:

80%

KATELoves PeppersPIZZA PREFERENCES:

80%

Papa John’s really gets me.


Appendix- Behind the Scenes UX Thinking




Pizza Consumption Triggers & Delivery


2. Pizza Personalization 3. Pizza


Calendar Triggers !- The top 5 pizza consumption days are Super Bowl Sunday, Halloween, New Year’s Eve, New Year’s Day !

- Saturday night is the most popular night to eat pizza!- Sources: Pizza.com, Franco’s Pizza

- Offer subscriptions to partner events that go well with pizza, e.g. football!

- Partner with mobile calendar apps to include smart pizza event creation!

- Make invitations to pizza events simple!

!Dinner with Shaun at 8 at Papa John’s

http://www.canarycal.com

http://ideas.evite.com/2013/03/easy-party-fare-doctored-pizza/

http://Pizza.com

http://www.fricanospizza.com/trivia.htm

http://www.canarycal.com

http://ideas.evite.com/2013/03/easy-party-fare-doctored-pizza/


Weather Triggers: Messaging & Reminders

https://profile.weather.com/#/registration/home-location

https://ifttt.com

-Create pizza SMS alerts if weather turns “pizza”!-Create custom lists or events around pizza based on weather!

Pizza

https://profile.weather.com/%23/registration/home-location

https://ifttt.com


Weather Triggers: Product Match!- “Perfect weather for pepperoni!”!- Product suggestions based on location, for instance

http://www.burton.com

http://www.burton.com


Local Conditions Triggers- Show the day’s weather over time, and include habitual mealtimes for pizza prompt!

- Other triggers and reminders could include resumption of Daylight Savings Time!

!

https://itunes.apple.com/us/app/mweather-simple-hourly-10/id586030399?ign-mpt=uo%3D8

PIZZA

https://itunes.apple.com/us/app/mweather-simple-hourly-10/id586030399?ign-mpt=uo%253D8


Push-Button Pizza: Examples

http://www.gizmag.com/bluetooth-magnet-orders-pizza/21974/http://www.gizmag.com/bluetooth-magnet-orders-pizza/21974/

- Wifi enabled!- Turn dial to desired number of pizzas!- Saved favorite pizza profile

- Bluetooth enabled!- Connects to Red Tomato Pizza (Dubai) via smartphone app!

- Set up favorite order via app!- Saved favorite pizza profile




Contextually Aware Offer Integration

Order Pizza ↗[email protected] Two large veggie pizzas with Pepsi for $XX.XX - for Caleb only!


Cloud Pizza

http://www.amazon.com/Papa-Johns-Pizza/dp/B0071APYJY/ref=pd_sim_mas_3

- Users can order pizza through Amazon.!- The app already has 124 reviews on amazon which is a decent number for reviews.!

- Could leverage this to introduce a ‘Order from Amazon Pizza’ cloud based Pizza ordering system.

http://www.amazon.com/Papa-Johns-Pizza/dp/B0071APYJY/ref=pd_sim_mas_3


Out There & Random...


Pizza Personalization


2. Pizza Personalization 3. Pizza


Social Pizza

- Pizza social graph.!- System knows which co-worker/friend likes which topping/pizza.!- Pre existing pizza profile helps to know group allergies and favorites.!- Order pizza for group hangouts or parties.!- Split bills easily.

We recommend ordering Pepperoni, Vegan pizza and gluten

free pizzas for your party


Pizza Personalization

http://uxmag.com/articles/the-top-ux-trends-of-2013

!- Introduce the first ‘Food from your car’ concept.!- Bluetooth facilitated technology could extend this to mirror the Papa John’s ‘on the go pizza app’ for car’s display dashboard.

http://uxmag.com/articles/the-top-ux-trends-of-2013


Pizza Socialization 1. Understanding & Delivering for Pizza Consumption Triggers




http://blog.uber.com/2012/03/14/clear-and-straight-forward-surge-pricing/

- Uber handles extreme demand generated during peak times and holidays by introducing ‘Surge Pricing’.!

- This maximizes chances of making an Uber car available when one needs.

Pizza Surge

Demand for pizza is off the charts in your neighborhood (02143).

!If you order a pizza now you

could save our delivery person a trip and get 10% off your pizza

purchase.

Demand for pizza is off the charts in your neighborhood (02143). If you order a pizza

now you could save our delivery person a trip and get 10% off your pizza purchase.




http://capitalistcreations.com/lyfts-business-model-exploiting-an-existing-competitors-weakness/

- Lyft is a new crowdsourced ride-sharing system where drivers use their personal cars for ride-sharing.!

- Lyft connects local drivers with local commuters.!- Drivers make extra money by fulfilling the need for rides.

Pizza Community

We just noticed that your friend in neighborhood just ordered for

a pizza delivery. !


!We just noticed that your friend

in neighborhood just ordered for a pizza delivery. !


http://arstechnica.com/tech-policy/2012/11/lyft-sidecar-and-uber-all-slapped-with-20k-fines-from-ca-regulator/


Context Awareness Pizza Experience

Pizza Community

Looks like our Buffalo Chicken Pizza is picking up some heat in

your neighborhood. !

5 of your neighbors have ordered this pizza already.

Order Now


Thank You!

“Did you see the work sample of re-designing west.edu website?”

http://west.edu

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