Helping Little Caesars Go Digital
Designing a Mobile Experience for the creators of "Pizza Pizza"
The Challenge: Little Caesars is one of the few major pizza chains that hasn’t fully leveraged the internet as a key component of their business. They want to expand their offerings and become more relevant in the digital age.
Little Caesars attempted to add home delivery last year and it did not work well with their business model, so that is out of the question.
Initial Goal: My team was tasked with designing a mobile application that boosts customer engagement and satisfaction while increasing sales and the total number of digital users.
Solution: Design a mobile application that streamlines the Little Caesars experience and encourages employee efficiency. Key features include online ordering/payment, order tracking and store finder.
Timeframe: 2 week design sprint
My Focus: Researcher and Lead UI Designer in a 3-person team.
Main Tools: Sketching, Sketch3, InVisio
For many, the pizza experience is synonymous with delivery. Our solution focuses on the unique qualities of Little Caesars and the specific attributes of their customer base.
Research and Discovery
The first step in the design process was about understanding the Little Caesars brand, their current offerings and the customer.
- On-site observation and interviews at Little Caesars store locations around the Bay Area
- On-line survey looking for preferences around consuming, ordering and paying for pizza.
- Yelp Reviews / Online Customer Reviews
Understanding WHY people choose Little Caesars was the first step in understanding customer motivations, personalities and circumstances, which in turn lead to the creation of PERSONAS, or customer archetypes that represent a group of typical Little Caesars customers.
Competitive analysis proved that it’s easy to order pizza online and get fast delivery. But despite not offering delivery, Little Caesars still attracts people who value speed and affordability. All of Little Caesars major competitors offer the same basic services
Personas and the Customer Journey
After synthesizing research from on-site observation, interviews and online customer feedback, my team identified groups of typical Little Caesars customers and broke them up into three main personas.
Jim the construction worker represents the highest revenue generator and will serve as the primary persona moving forward.
Entering the mind of Jim and understanding his emotional pizza journey was crucial to determining the mobile experience and prioritizing features.
The journey map helps identify hurdles and challenges faced during the existing in-store pizza ordering process.
Main pain points for Jim include:
- Waiting in a long line at Little Caesars before ordering
- Waiting too long for his order
- Not being able to pay ahead with his credit card (some Little Caesars, such as the Geneva Avenue location in San Francisco, are cash only)
Prioritizing online ordering and payment as the key feature in this mobile experience was a clear choice.
People don’t like waiting, prefer to pay online, and probably own and use smartphones.
Sketching & Ideation
My initial sketches outline the ordering process from a guest user perspective. After several iterations, I scrapped some confusing elements and unnecessary screens.
We decided to focus our wireframes and future prototype on a returning customer scenario.
Jim (persona) picks up Little Caesars at least once a week after work, and would prefer to pay quickly with saved credit card and store information.
I created a user flow for Jim to better understand the customer ordering process / task once inside the application.
A second set of wireframes merged ideas and was used for paper prototype usability testing.
User testing helped identify key points of confusion experienced during the ordering task.
Testing demonstrated that certain features (such as credit card scanning), might not work with this particular company and user base, even if they seem to work successfully in certain scenarios.
After the testing session I made some additional annotated sketches before moving into Sketch for a first round of higher fidelity screens.
Digital Wireframes & Prototype
I designed the following wireframes incorporating insights from usability testing. These were used for further testing using an interactive prototype made with InVision.
Reflections & Next Steps
Next Steps Include:
- Further testing using a click-thru prototype
- Refinement of layout and design
- Testing additional features including a rewards program, store direction routing, and a "pizza snake" game
- Creating hi-fidelity mockups