Case study: The Domino’s pizza ordering user journey
Hey, this is Chaitanya Madgundi (student at Design-shift) an aspiring UI&UX designer. Here is my experience with Dominos mobile app.
A User Journey Map is the process where one comes to various emotional experiences while using an application. It is also known as customer journey experience. This journey encompasses right from the inaugural touchpoint till completing the whole user engagement process. User journey has wide points in it as the user experiences a lot of different gestures, emotions, etc.
Being a graduate away from home it's hard to make time for cooking every day. Cloud kitchen applications became a huge plus point for students and graduates away from home.
A well-known brand offering such services is ‘Domino’s Pizza’. Domino’s Pizza offers a wide variety of options to choose from. The mobile app is designed in the simplest way possible making it easy to order a pizza even if it's the very first time one uses such a service.
Why Dominos: Good food, Trusted and easy process.
This Is how my Journey Experience flows.
- Dominos is a very prominent and trusted brand for providing a hassle-free user experience for using the service they provide all around the globe. Overall my journey route was easy and executed less dramatically.
Stage: Installing
TouchPoints: Data button, Play store and download Domino’s application.
Emotions: Neutral and Hungry
Experience: Dominos is nowadays daily access app where almost all users have on their mobile phones. It's a similar process we usually do for downloading any application.
2. After downloading the application now goes the plain step the login using the OTP process. It is a very smooth process to get into the dominos home page.
Stage: The login process
TouchPoints: Login, Number input, OTP, the SMS message.
Emotions: More Hungry and calm
Experience: The login steps were simplified and had an easy-to-go ahead option. It didn’t make me think about the login process and made me reach the home page without any delay. The OTP was received in a blink of an eye which did not make me wait, unlike other applications.
3. On the home page it was interesting to explore the wide variety of pizza options and different offers to avail. The menu option gives the choice to choose the type of pizza offered in a variety of ranges with customization available. It also showed the number of items in the cart and the step for proceeding to the cart to place the order. Proceeding asks for the address to be given as input.
Stage: Exploring the menu
Touchpoints: Menu, selecting pizza and input address.
Emotions: Eagerness, happiness and calm.
Experience: The feeling while selecting the pizza just made to choosy to select from the variety of options. The process was easier just like making maggie. Moving to the cart gives the option to add the address which mentions the detected location as a header followed by our home address to be entered.
4. Now follows the placing the order and payment option. Domino’s understands the user’s mind and has designed it in a user convenient style. Place an order option is quite big, clean and accessible. It has set a wide variety of payment options for the user person just to be slightly more convenient. And finally, confirm the order successfully.
Stage: Successful Order placing and payment step.
Touchpoints: Place order, payment option and tracking the order.
Emotions: Excitement, looking forward to the order.
Experience: While placing the order it triggered my hunger more. While placing the order I experienced that the order list is detailed and gave a brisk overview of my order. The payment choosing option works smoothly without any error. Finally gives the user an interesting feature to look into is that to track the order. This helps the user to understand at what stage is the order right now.
5. Finally received the order in the expected arrival time mentioned in the application. While taking the order the delivery boy followed all Covid-19 related precautional steps.
Stage: Order received
Touchpoints: taking the pizza boxes, getting the bill, paying money in cash.
Emotions: Mouthwatering, excited and happy.
Experience: While taking the order I felt a little surprised as it had been delivered in the excepted time span mentioned. The delivery boy had worn a mask and gloves keeping safety in mind regarding Covid-19. That’s the one thing I appreciate about dominos i.e. providing service with all the precautions.
The Journey of ordering pizza is very simple to do but holds a bit of waiting time. But after the delivery, it is worth the wait of the total process journey. One thing about dominos mobile application it is simple to understand which helps the user glide through the steps easily and complete his User Experience Journey systematically and succeed.
For me the overall experience when inflow without any hurdles in between.
Thanks for Reading.
Chaitanya Madgundi
