2. Company Confidential
Timeline
2 Weeks
My Role
UX Designer &
Digital Media
Strategist
User Centered Design Methods Applied:
Team
2 UX Designers,
2 Visual Designers
Client
Papa John’s
Understanding
Client’s !
User Experience
& Business Goals
User Research Market
Research
User
Experience
Thinking
Implementing
User Experience
Solutions
5. Client’s Ask- User Experience & Business Goals
Preference
Digitally ❤
Company Confidential
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
6. Company Confidential
1. DRIVE DIGITAL
TOP-OF-MIND-AWARENESS
Users Who are Aware of the Brand Without any Aid
(of Total)
Users Who are Aware of the Brand Using External Aids 89%
(of Total Aware)
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)
2. DRIVE FREQUENCY AMONG
CURRENT USERS TO ORDER
DIGITALLY
3. DRIVE BRAND
PREFERENCE DIGITALLY
Funnel Opportunities
❤
7. Company Confidential
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
9. How To Accelerate
Three Levers of Digital Growth
1. Understanding & Delivering for Pizza Consumption Triggers
2. Pizza Personalization
3. Pizza Socialization
Company Confidential
10. 1. Understanding & Delivering for Pizza Consumption Triggers
Ensure That We Are Relevant During The
Moment Of Decision.
Company Confidential
“If I decide that I want
pizza, it’s a last minute
thing so I usually go with
whatever is convenient
and easy.”
Disruptive tactics, different take on coupons, weekday vs weekend promotion, sports tie-ins, auctions…
11. Weather Triggers: Messaging & Reminders
-Create pizza SMS alerts if weather turns “pizza”!
-Create custom lists or events around pizza based on weather!
Company Confidential
https://profile.weather.com/#/registration/home-location
https://ifttt.com
Pizza
12. Make Papa John’s Pizza Feel Personal.
Company Confidential
“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
13. Crowdsourcing Pizza Rides
http://capitalistcreations.com/lyfts-business-model-exploiting-an-existing-competitors-weakness/
Company Confidential
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 .....
- 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.
!
We just noticed that your friend
in neighborhood just ordered
for a pizza delivery.
!
Would you like to pick up their
order and .....
14. Context Awareness Pizza Experience
Company Confidential
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
15. Make Papa John’s Pizza Stand Out.
Company Confidential
“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
16. Crowdsourcing Pizza Rides
http://blog.uber.com/2012/03/14/clear-and-straight-forward-surge-pricing/
Company Confidential
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.
- 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.
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.
17. Social Pizza
Company Confidential
We recommend ordering
Pepperoni, Vegan pizza and gluten
free pizzas for your party
- 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.
19. Need of a Digital Pizza Ecosystem
For Different User Needs & Across Different Digital Channels
Different Users Different Needs
Company Confidential
WEARABLE!
TECH
ONLINE
PLATFORMS
20. So We Created a “Digital User Experience Wall” for Improving
User’s Pizza Experience
Company Confidential
Company Confidential
21. Digital Wall Zoomed In
Pizza Ecosystem What Triggers Pizza
Company Confidential
Usage?
Making it Easy To
Order Pizza On the Go
Continuos User
Engagement
e.g. Heavy Snow Day e.g. Collect User’s Holistic e.g. Order Through Uber App e.g. Loyalty/ Pizza Rewards
‘Pizza’ Habits
23. What is a ‘Pizza Passport’?
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.
!
Company Confidential
24. Company Confidential
Social pizza & local context
specificity
Combined order details about
your social circle.
Drink pairing
suggestions
Tracking
order delivery
time
Interesting trivia about
all your pizza orders
Accumulated
points and rewards
25. Company Confidential
OOrrddeerr history across
different digital channels
Intuitive ways to launch new
pizzas/toppings/products
Introducing Pizza Pizza pals.
26. Accumulating points through
different digital channels
Company Confidential
Intuitive ways to share loyalty/
rewards across your friends
and community.
27. Pizza Passport App-
‘Let’s Order Pizza’
1. Understanding & Delivering for Pizza Consumption Triggers
2. Pizza Personalization
3. Pizza Socialization
Company Confidential
28. ‘Let’s Order Pizza’ App
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.
Company Confidential
29. FRAME 1 – 4:
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.
30. FRAME 5 – 8:
Now that Bob is connected via Facebook, he chooses which friends he’d like to his football party order.
31. FRAME 9 – 12:
Using everyone’s stored pizza preferences, Let’s Pizza generates the perfect crowd-pleasing order and splits the tab evenly amongst all the guests.
32. FRAME 13 – 14:
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.
33. FRAME 15 – 17:
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.
34. 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.
35. FRAME 18 – 25 (continued):
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.
37. BOB
Orders from
mobile 90%
BOB’S PIZZA PREFERENCES:
ORDERING
PATTERN
Usually Orders on Sundays at 3pm
Pepperoni (100%) Thin Crust (75%) Mushrooms (80%)
Based on our relationship
with Bob,we know all this
and can message him in the
most relevant ways possible.
HOME
16 Cumberland Street
Apt #2
Boston, MA 02118
DENVER
BRONCOS
ANU
Loves Pepperoni
PIZZA PREFERENCES:
100%
CALEB
Vegan
PIZZA PREFERENCES:
80%
KATE
Loves Peppers
PIZZA PREFERENCES:
80%
Papa John’s
really gets me.
38. Appendix-
Behind the Scenes UX
Thinking
1. Understanding & Delivering for Pizza Consumption Triggers
2. Pizza Personalization
3. Pizza Socialization
Company Confidential
40. Calendar Triggers !
Company Confidential
- 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/
41. Weather Triggers: Messaging & Reminders
-Create pizza SMS alerts if weather turns “pizza”!
-Create custom lists or events around pizza based on weather!
Company Confidential
https://profile.weather.com/#/registration/home-location
https://ifttt.com
Pizza
42. Weather Triggers: Product Match
Company Confidential
!
- “Perfect weather for pepperoni!”!
- Product suggestions based on
location, for instance
http://www.burton.com
43. Local Conditions Triggers
Company Confidential
- 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
44. 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
Company Confidential
- Bluetooth enabled!
- Connects to Red Tomato Pizza (Dubai)
via smartphone app!
- Set up favorite order via app!
- Saved favorite pizza profile
45. Contextually Aware Offer Integration
Company Confidential
Papa@PapaJohns.com Two large veggie pizzas with Pepsi for $XX.XX - for Caleb only! Order Pizza ↗
46. Cloud Pizza
Company Confidential
- 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
48. Pizza
Personalization
1. Understanding & Delivering for Pizza Consumption Triggers
2. Pizza Personalization
3. Pizza
Company Confidential
49. Social Pizza
Company Confidential
We recommend ordering
Pepperoni, Vegan pizza and gluten
free pizzas for your party
- 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.
50. Pizza Personalization
Company Confidential
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.
51. Pizza Socialization
1. Understanding & Delivering for Pizza Consumption Triggers
2. Pizza Personalization
3. Pizza Socialization
Company Confidential
52. Crowdsourcing Pizza Rides
http://blog.uber.com/2012/03/14/clear-and-straight-forward-surge-pricing/
Company Confidential
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.
- 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.
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.
53. Crowdsourcing Pizza Rides
http://capitalistcreations.com/lyfts-business-model-exploiting-an-existing-competitors-weakness/
Company Confidential
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 .....
- 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.
!
We just noticed that your friend
in neighborhood just ordered
for a pizza delivery.
!
Would you like to pick up their
order and .....
54. Context Awareness Pizza Experience
Company Confidential
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
55. Thank You!
Company Confidential
“Did you see the work
sample of re-designing
west.edu website?”
