Domino’s Redesign: Food Ordering Experience
Course: Human-Centered Design, MS HCC
Overview:
Process & Contributions:
The project focused on redesigning the Domino’s food ordering website to streamline the user experience, reduce ordering friction, and improve accessibility. Through competitor analysis, user interviews, heuristic evaluation, and iterative prototyping, the redesign addressed usability issues such as unclear task flows, poor feedback, and inconsistent navigation.
1. Research & Problem Identification
Conducted competitor analysis of food delivery platforms to benchmark usability standards.
Performed semi-structured interviews with diverse users (college students and older adults) to capture frustrations with customization, cart visibility, and promotional clutter.
Applied heuristic evaluation (UARs) to uncover key issues: lack of undo options, confusing checkout terminology, inaccessible customization pop-ups, and missing guest checkout.
2. Task Analysis & Low-Fidelity Prototyping
Created hierarchical task analysis and scenarios around three essential workflows: account sign-in, quick reorder, and custom pizza building.
Developed low-fidelity prototypes that simplified navigation, introduced Gmail quick login, enabled editable reorders, and provided a structured step-by-step pizza customization flow with real-time visual feedback.
Conducted think-aloud testing with three participants; results validated streamlined flows but highlighted needs for stronger visual hierarchy and feedback cues.
3. Medium-Fidelity Prototyping & Evaluation
Iterated designs in Figma and Protopie, enhancing clarity with visual indicators, consistent navigation, and larger touch targets for mobile.
Ran cognitive walkthroughs with participants across desktop and mobile. Insights included the need for stronger confirmation feedback, hover states on desktop, and larger tappable areas on mobile.
Conducted comparative interviews where participants preferred the redesigned flow over the existing Domino’s site and competitors, citing improved clarity and confidence in customization.
WEBSITE PROTOTYPE
MOBILE SCREEN PROTOTYPE
Outcome & Impact:
35% reduction in order completion time, as revealed by usability testing.
Enhanced user confidence in navigation through consistent cart visibility, error prevention mechanisms, and streamlined customization.
Established a scalable, accessible redesign framework balancing Domino’s branding with improved usability and inclusivity.