Case Study Detail
About Domino's
Domino’s mobile app is a platform that brings the world’s most loved pizza joint into users’ hands on demand. The Android and iOS applications make it possible for people to order pizza from their local Domino’s stores in a short time right at their doorsteps.
Industry
RestaurantBusiness Type
Established
Services
Design, Development, Support and Deployment
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Every Solution Needs a Problem to Begin With – In Case of Domino’s Mobile App, It was a Complex User Journey
It is not uncommon for a restaurant application to get reviews on food quality, delivery time, etc. It is something that every food business owner is prepared for. What is alarming is when reviews start highlighting issues related to the app experience, difficulty in placing an order, or in-app user journey.
When Domino’s came to us, they were facing issues with retaining customers and were seeing a rise in their mobile app’s bounce rate. They were looking for ways to redefine the business identity in the market and reinstate their image, through redesigned user interface and user experience (UI/UX).
When we approached Appinventiv, what we had was a Domino’s pizza app and website whose conversion rate was dwindling for quite some time. We weren’t able to identify the issue, but we needed quick help. The time and effort that the team spent behind our application, not just identified the issue but also eradicated it from scratch.
Your Client Name
Designation - Company NameOur Project Challenges
Losing customers’ attention at the back of a poorly designed UX is a matter of concern for all the brands that are present on mobile and when the brand under scrutiny is someone like Domino’s that has already created a prominent standing, resolution of issues becomes a matter of urgency so that the brand image is not compromised.
The combination of images and texts that were set in the mood board and style guide across all the Domino’s delivery app screens were kept in line with the easy-to-order and track brand image that the enterprise aimed to achieve. Style guide played an important role to ensure designs across the app screens were consistent and branding was maintained across all screens.
Our Process
1. Conceptualization
The first step in our process involved conceptualization, where we focused on understanding Domino's needs and goals. This phase included customer data analysis to identify user preferences, pain points, and behaviors. We also conducted competitor analysis to benchmark Domino's app against industry standards, ensuring we could create a unique and effective solution that stands out in the market.
2. Product Design
In the product design phase, we mapped out the user flow to ensure a seamless and intuitive experience for Domino's customers. Wireframing was a key activity here, allowing us to create a blueprint of the app’s structure and layout. This step helped us visualize the user journey, refine navigation, and ensure that every interaction was user-friendly and aligned with Domino's brand identity.
3. Development
The development phase brought the designs to life by building the Domino's app for both Android and iOS platforms. Our team ensured that the app was responsive, fast, and reliable, with a focus on optimizing performance for a wide range of devices. This step involved rigorous testing to eliminate bugs and ensure the app met Domino's high standards for quality and functionality.
4. Deployment
Finally, in the deployment phase, we prepared the Domino's app for launch by publishing it on the Play Store and App Store. This step included ensuring compliance with platform guidelines, optimizing app store listings for visibility, and setting up analytics to track performance post-launch. We also provided ongoing support to address any issues and ensure a smooth user experience after deployment.
Appinventiv’s Development Journey with Domino’s
We started our development journey by identifying core issues in the Domino’s pizza delivery app. The process of problem identification began with us diving into the customers’ reviews, trying to get a grasp of the exact issues that they were facing when ordering pizza through the application. After reviewing the comments that the users were making we went on to explore Domino’s delivery app ourselves, from a user’s point of view.
After reading into the customers’ reviews and exploring the application, we were able to pinpoint the problem area to the design making the process of placing orders complex. There were also little issues like fetching of location, that were turning off the users.
Once we identified the issues that the users were facing and the app screens they were leaving the app from, the next stage was to look back at the Domino’s delivery app wireframe and redesign the application.
Since the app and website is about quick selection and easy checkout, we planned our UI design in the same way. Using the right combination of font and image sizes, we were able to remove all elements of distraction from the pages, making the flow quick and easy. We also integrated various engaging features in the app.
The Results – 23% Increase in Conversion Rate
The post redesign Domino’s pizza online app witnessed a stark increase of 23% in the conversion rate. The users were once leaving the app without making any order are now spending time within the app to not just make but also track their orders in real time.
A validation of this was the changed user sentiment in ratings and reviews.
16 Jul 2018
★★★★★
Way to go! I started ordering dominos because of the old usability issues. But this new one u guys killed it. Way better experience than the old one. Superb work. One small issue I faced not sure that’s how it works or it is a bug. When you order every value MORE
23 Sep 2017
★★★★★
Great improvement!! Really well improvised. Last time I wrote a bad review about the app, now the improvements are really good. Great work using Kotlin or Java?
9 Jul 2018
★★★★★
Awesome app... Amazing app. It makes my food ordering super waste regular app so easy, I don’t need to go through each and every step every time. Glad you guys worked on this app.
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