Improving the Domino’s Delivery App: A UX Initiative

4 min readDec 27, 2019

Challenge

The Domino’s Pizza app serves its function of delivering tasty pizzas to the UK and Ireland through a few clicks, however, customers are not immediately aware of the in-app options available when customizing an order and therefore improvements need to be made to the user journey.

Goal

To design visual amendments to aid the customer when customizing a pizza for a more informed outcome.

Competitor Research

The Pizza Hut delivery app has the following user journey when customizing a pizza:

Click on the ‘+’ once and an option will be there to add the same item again as an extra

The ‘customize’ option is clearly visible on the first screen. When users move to the second screen the ‘✔️’ symbol tells the user what’s already included. The price of each topping is stated with the ‘➕’ option to add an additional extra. These symbols are signifiers that help the user make an informed outcome. Additionally, when each topping is added, the price at the bottom updates as each action is taken.

The Domino’s delivery app has the following journey when customizing a pizza:

There are no signifiers to tell the user what to do

Issue #1: There are no signifiers — the user is unaware that they can customize their pizza.

Issue #2: There is little visual indication of a topping being selected. The user is unaware that they can click on the topping twice to add extra.

Issue #3: Once toppings are selected, there is no visual update to the final price.

Initial Sketches

How can I adapt existing customize buttons people are familiar with?

Solution for Customization

I created a customize button which would sit on the top right hand corner of each panel. Each circle is a mini pizza, keeping it in-line with the product offering.

This is how the design would look in-app:

A mock-up with the customization buttons on the top right hand side

After clicking on the customize button, the user is taken to a screen where they can customize the size, crust and toppings. The button created above can additionally be used on each of these sections as signifiers and for consistency. It would look like this:

A mock-up with the customization buttons on the right hand side

Solution for Toppings

After clicking on the ‘toppings’ section, the user is able to choose their preferred sauce, cheese and toppings. In this section, it is unclear whether the user can select extra toppings or what they have to do in order to select them. I have revised this section of the app to include ‘+’ and ‘-’ signifiers and visual images of each topping.

The original journey: This shows a color change when the panel is clicked on and the word ‘extra’ on the side panel when it’s clicked on again.

The revised journey This shows signifiers and a clear visual addition of items when each panel is clicked on. The ‘-’ symbol on the second screen indicates that the user is unable to add any more items in that category.

Conclusion

The aim of the revised journey and visuals are to help the user understand what they need to do to customize their pizza and secondly, by minimizing confusion, there should in theory be less complaints to Domino’s about orders. In addition to the above changes, I believe a dynamic price change is also a crucial component that’s missing from the Domino’s app. The user is shown the final price at the end of the journey after making their selections, but not the price of each additional topping or the cost of each one.

I really enjoyed creating this piece of work. I used Adobe Illustrator to create the visual changes and mock-ups.

Thanks for reading!