Pizza Hut is a pizza chain that counts approximately 15 000 restaurants around the world. One of the franchise companies is our client. The task was to work on a website and app design concept with special attention to UX/UI so that one could order pizza easily and effortlessly. Users found the current Pizza Hut website difficult to navigate: 73% of clients stop the order procedure before entering the delivery address, only 10% of visitors complete the purchase.
The client demanded to follow the design concept set in Pizza Hut Digital Ventures, a design guideline that was developed in the USA for Pizza Hut sites all over the world. PHDV sets standards literally for each web page element: the logo, size of photos, icons, colors, information layout for every page, user scenarios. The only thing it does not take into account is the UX specifics outside the US.
After a series of strategic meetings with the company's management of different levels it was agreed that it would not be possible to follow the general guide directly. UX needs to be adapted for local use.
In the US it is common practice for the Pizza Hut customers to enter their post code first to determine the delivery address, and only then to proceed to choosing pizzas. They add toppings, choose a favorite crust and double the cheese before placing the order. There is no need in detailed pizza photos to examine and consider all the ingredients— every customer has a unique set of toppings. Such a user flow is described in the PHDV.
But in the regions our target customers come from it is more common to choose one of ready-made pizzas. People tend to check photos for pizza ingredients. All the delivery details come once the customer has chosen the pizza and is ready to order. We tailored the web interface to these specific scenarios.
We created a concept for a new Pizza Hut mobile app designed to meet user flow demands and local rewards program features.
Website is being developed by the client’s team. As soon as we have the link we’ll add it to this case description. That is what we’ve done for the project: