CREATING A WORLD-CLASS ORDERING APP

Purchases through tablets are expected to quadruple over the next four years, according to eMarketer, and for Domino’s that was something they couldn’t pass up. We helped them create a world-class app to make the ordering experience faster, easier, more beautiful, and more profitable than any other e-commerce app out there — and that started with UX and Design.
Understanding Dominos.com

Domino’s website is a robust and complex platform that serves millions of people and helps Domino’s push through more than a billion dollars in sales every year. An early exercise that proved helpful in illustrating to other team members the many moving parts, overlap, and scale of the website was creating a visual infographic (as seen here). Breaking down the online ordering process into what we called ‘Functional Clusters’ helped focus our approach and streamline each, with an eye toward how they functioned on the current desktop site, mobile website, and mobile apps. Some of these clusters included the coupon wizard process, pizza builder, menu, checkout, and tracker processes.

Doing your due diligence and researching what is out in the marketplace is always a good place to start.

There are many ways to build an iPad app, many different techniques, and it can be overwhelming when beginning to start building your own. We dove headfirst into the current marketplace and landscape of apps out there to understand all the nitty gritty, and the pros and cons.

Through our learnings and insights from the audit we created a Guiding Principles document to keep us aligned as we built the app. Our principles ranged from business goals to user behavior, while still investigating simplicity, hierarchy, consistency, and content display among others.

UX & STRATEGY

Collaboration and trust with the client were key to the success of the project, and were valued from the very beginning.

We started with sketches and whiteboard sessions to hash out ideas, consider tangents, and align on directions to take. The idea was to stay loose and not get tied down to any particular concepts early on.

These sessions were scrappy and exploratory, but proved to be a solid starting point for when I started to build out more formal wireframes.

Finding the balance between a beautiful and easy ordering experience and one that drove sales via a simple purchase experience.

Working closely with our designers early in the process and understanding the business goals, I quickly iterated on ideas that integrated content and commerce in a straightforward way. Iterating on wireframes was important to make sure the pages arrived at the most useable and clear solution, while hierarchy and content often takes a bit of tweaking and testing over time as well.

To avoid roadblocks in the future and help along the process, I created several clickable prototypes of varying fidelity to align both the internal team and client on potential directions we were exploring. Prototypes ranged from very scrappy clickable jpegs to high fidelity motion tests — each with their own pros and cons and needed for different points in the process depending on the audience we were presenting to.

DESIGN & CRAFT

Good design takes time, but it can be helped along with solid UX, confident creative directors, and an open-minded client.

Our designer was working abroad from France for the majority of the project’s length so it took quite a bit of communication and planning to make things run smoothly. Often the wireframes were sent out end of day (EOD) for our time and then our designer, while working in Europe, would work on designs and send them back in the morning our time. This way, we could quickly iterate and make changes both in UX and design as the app evolved.

The app is built around big beautiful imagery to whet appetites and easy to use interfaces to get users through the ordering process fast. The designer and I wanted to make as few calls to actions as possible and instead focus on the products and the task at hand — the designs represent the users desire to quickly grasp the steps and order what they want.

Simple Navigation

Swipe or tap between main categories, or tap the ‘hamburger’ icon to reveal additional content.

3-d Realistic Pizza Builder

Making your own pizza has never looked this good on screen before, and it’s fun and interactive to boot.

Playful Motion and Animation

Helping the user orient themselves, understand hierarchy, intention, etc are all good – but motion also adds little moments of surprise and delight.

RESULTS

Featured as one of Apple’s best apps of the week. In just the first few weeks after release we saw tens of thousands of downloads and continued to user test, carefully watch bug reporting, note user reviews — the majority of which were 5 star reviews, with an average of 4.5 — and work towards an even better app for the future.

CREDITS

Agency

Crispin Porter + Bogusky

Responsibilities

User Experience Design

The Team

CP+B, Detroit Labs, Domino’s IS

Date

April 2014

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