Donatos

Donatos is a Columbus-founded restaurant franchise serving signature thin crust pizza across the US since 1963.

We started out by exploring the problem space.

‍We wanted to understand why Donatos was seeking this change now. We spoke with stakeholders, analyzed usage metrics and audited the current experience to uncover opportunities for improvement at the intersection between customer needs and business objectives.

The focus of the experience redesign.

Customers were finding the experience of finding deals and adding rewards confusing and difficult to execute. We knew this by looking at metrics such as the ease of ordering score, how many transactions were completed with deals applied and the total number of customer complaints. We wanted to improve the experience and tackle these issues head on.

Adding more value to the menu.

Apart from these known issues, Donatos wanted to improve their offering by adding a list of value items to their menu. The placement of this section was another challenge we faced. Through collaboration and testing, we ended up providing value items throughout several key areas of the platform.

We designed three slices of the online ordering experience to test.

What we learned translated into three high fidelity prototypes to bring in front of Donatos users. We looked at similar online experiences by benchmarking competitors and key ecommerce sites and created modern, clean and streamlined user flows to support the deals and rewards ordering experience.

We validated the new and improved experience.

We spoke with a mix of frequent and infrequent customers to gauge the results of the redesigned mobile app screens and the updated experience of ordering with deals and rewards. We tested our assumptions.

We conducted usability sessions and gathered baseline metrics.

We gathered both quantitative and qualitative data on the new user flows and were pleased to discover participants breezing through the tasks. Users successfully completed all three tasks. We delivered a completely new experience that was customer and business approved.

We're looking forward to the future of ordering at Donatos

The experience redesign of this mobile app was successfully supported by user input, stakeholder feedback and lined up for development. We are looking forward to reevaluating our hypothesized metrics at a number of follow up dates to gather more quantitative data and gauge the experience as it stands the test of time.

We love Donatos pizza!

What we delivered to Donatos:

Website Design

Digital Product UX/UI

Experience Assessment

Usability Testing