Pizza Delivery App

Introduction

Challenge: The original Canadian 241 Pizza Singapore app had a confusing user flow, with a lengthy registration form and an unorganised menu. A key challenge was to address these pain points while preserving core functionalities and reflecting the brand's identity.

Solution: The redesign focused on simplifying core interactions and creating a more intuitive user experience. My approach was to streamline the sign-up and navigation processes, and provide clearer feedback throughout the user's journey.

Process

Competitor Analysis: Pizza Hut Singapore, Sarpino’s Pizza Singapore, ThePizzaCompany 1112

Data Gathering: user feedback analysis, online survey, think-aloud observation

Establishing Requirements: personas, scenarios, use cases

Prototyping: low-fi prototype, hi-fi prototype

Evaluation: Heuristic evaluation, cognitive walkthrough

Colour Palette

The colour palette is generated based on Canadian 241 Pizza Singapore logo.

The Design

Registration

Reduced the 9 compulsory fields on the registration form to 3 fields (mobile number, name, and email). This simplified the sign-up process, aiming to increase new member conversions and reduce user drop-off.

Sign In

Designed a passwordless sign-in process using a one-time password (OTP). This eliminates the need for users to remember a password, streamlining access and reducing potential friction.

Menu

The original app had an unorganised menu and confusing icons. I redesigned the menu with intuitive, tab-based navigation on the home screen, making it easier for users to quickly find and select food items.

Tracker

To address user anxiety and frequent calls, I introduced a real-time order tracker. This feature keeps customers updated on their order status, providing transparency and improving the overall post-purchase experience.

Gamification

Added a point-based reward system to encourage repeat purchases and improve user engagement by giving customers a clear incentive to earn and redeem points.