Pizza Hut. Delivery website and App concept

Client and Task

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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.

PHDV Design System

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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.

Features of russian user experience

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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.

Mobile App

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We created a concept for a new Pizza Hut mobile app designed to meet user flow demands and local rewards program features.

Results

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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:

  • designed the interface considering local UX features and meeting the PHDV standards
  • modified order and personal account pages to introduce features of therussian loyalty program
  • modernized and adjusted the interface design to current design trends

Client's opinion

This is not our first project with Nimax. Despite tough work conditions – rather tight deadlines, strict guidelines to follow and constant task changes coming on the run Nimax team has never let us down, always leading us towards best decisions, offering alternatives, supporting our ideas. Special thanks for client-oriented project managers and no bureaucracy.

Olga Planish
Olga Planish
Digital Specialist Pizza Hut Russia

Project Team

Account manager
Alla Lifanovskaya
Strategist
Olga Yakushenko
Designers
Artem Nikitin
Anastasia Bazylnikova
Art Director
Pavel Konyukov
Producer
Yulia Kulikova
Art Director, web
Asha Sahakyan
Web designer
Polina Shershneva
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