Collaborating with Flipside Group, I worked on incremental improvements to Papa John’s pizza delivery app, focusing on refining the user experience and enhancing the app’s visual appeal. By streamlining the ordering process and designing custom visuals for deal campaigns, I helped create a more engaging and efficient experience for users on both web and native platforms (iOS and Android).
Product
Native application
Skills
UX, UI, Interaction Design
Role
Product Design Lead
Timeline
2023-2024
Team
Mark Tomlin - Account Manager
Anthony Bradburn - Project Manager
01
The Problem
Papa John’s app and mobile web interface had a functional yet dated design, which made the ordering process less engaging and sometimes confusing for users. Customisation options for pizzas were not visually intuitive, leading to drop-offs in the ordering funnel.
02
Simplify and streamline the ordering journey for a seamless user experience.
Introduce custom visuals to improve product visualisation, particularly for customisable pizzas.
Enhance the aesthetic appeal of the app and mobile web to align with modern design trends.
03
User Journey Analysis
Reviewed analytics and user feedback to identify friction points in the ordering process.
Analysed the drop-off rates at each step of the funnel, focusing on customisation and checkout flows.
Visual Enhancements
Designed dynamic visuals for pizza customisation, enabling users to visualise their orders in real-time.
Updated the visual language of the app and mobile web with incremental changes to align with modern UX/UI standards while maintaining brand identity.
Campaign Design
Created engaging visuals for limited-time deals and promotions, optimising them for both mobile and native platforms.
Focused on driving user engagement and conversion through visually compelling campaign assets.
Iterative Testing
Conducted A/B testing for the new visuals and ordering flow, comparing user engagement and conversion rates between the original and updated designs.
04
Streamlined Ordering Process
Simplified navigation and reduced the steps required to complete an order by 25%, cutting down user friction.
Introduced a progress tracker in the ordering flow to increase transparency and reduce abandonment.
Dynamic Customisation Visuals
Created a real-time pizza builder, allowing users to visualise their customisations dynamically.
Resulted in a 35% increase in custom pizza orders, as users felt more confident in their choices.
Enhanced Aesthetic
Refreshed the app’s UI with an updated colour palette, modern typography, and cleaner layouts.
Improved user satisfaction scores by 15%, as measured in post-update surveys.
Deal Campaigns
Designed visually engaging assets for promotional campaigns, boosting deal-related conversions by 20%.
05
Achieved a 15% reduction in checkout drop-offs, improving the overall conversion rate.
Increased user retention by 10%, with users returning to the app more frequently after the updates.
Boosted sales from custom orders (half and half pizzas) by 15%, driven by the dynamic pizza visualisation feature.
Enhanced campaign performance, with 20% more engagement in limited-time deal promotions.
06
What Worked Well
Real-time visualisation proved a game-changer for custom orders, showcasing the power of dynamic content in e-commerce.
Incremental aesthetic enhancements were well-received, showing that small, thoughtful changes can make a big impact.
What Could Be Improved
Further exploration into personalisation features, like saved orders, could enhance user retention.
Expanding visual updates to non-promotional content would improve consistency across the app.
