Revamp of the Domino's Half 'n' Half experience, increasing revenue and delighting customers with drag-and-drop personalisation and multi-choice flavour options.
Re-introducing the feature to the NextGen online ordering app addressed feedback from the Japanese market where customers were dissatisfied with the lack of customisation.
BI data indicated significant potential for revenue with early testing showing a 16% uptake for a ￥200 premium representing billions of Yen in sales (tens of millions of $AUD).
Process
The project would take a 3 phase approach. Phase 1 was to remove technical debt and set up the back end to handle both the UI capability and how the store would receive the order. Phase 2 would build in the basic functionality with no bells and whistles and Phase 3 would deliver the polish as a fast follow.
Between myself, the Tech Lead and Product Owner we sliced the features into user stories estimating story points. then working off a MoSCoW matrix I paced out the design file into flows…then I had a lightbulb moment
What if choosing your pizza was like assembling a puzzle
Data provided by the BA team and analysed by myself and the Product manager highlighted the business opportunity with regard to reintroducing half and half pizzas and how a novel experience would drive customer engagement.
With the new data, I was able to develop a user flow that catered to a non-linear experience where customers can start with what ever side they want and choose to drag and drop, or tap to add.
Hungry for more?
The three stage rollout beginning with Japan is increasing customer satisfaction for a key product category with a fun experience resulting in millions $AUD in revenue – which is key for a market who's purchasing habits average to once per annum.