GOAT HILL PIZZA
Responsive web design and custom delivery zone finder

Goat Hill Pizza’s new responsive website allows users to quickly see delivery zones, and easily place online orders.

PROJECT OVERVIEW

MY ROLE
UX Design / Project Management

USER PROBLEM
Users need the ability to get pizza delivered quickly, and know if they are in a delivery zone

BUSINESS GOAL
Increase online sales, increase revenue, decrease phone orders

SOLUTION
Designed an engaging, responsive, mobile first website with online ordering capability that integrates with their current POS system. Designed and managed development of a “delivery zone” finder based on user’s address to help create less friction in the ordering process

PROCESS
· Research user pizza ordering behaviors
· Competitive analysis and market research
· Design exploration and iterative design
· Prototype and test
· Stakeholder approval
· Measure success

TOOLS
Sketch, InVision, Adobe Creative Suite, WordPress, pen & paper

IMPACT
· Increased online sales by 65%.
· Increased delivery sales
· Increased unique visits
· Increased search engines ranking
· Decreased phone orders
· Customer satisfaction

PROJECT TIME
7 weeks

DESIGN PROCESS

With a focus on UX for this project, the steps I covered in my design process included personas, user flows, sketching, wireframing, and prototyping.

RESEARCH/INSPIRATION

I kicked things off by conducting market research and competitor analysis to better understand who the competitors were and what they did well or poorly. This helped find opportunities for this project.

I analyzed three popular competitors: Escape from New York Pizza, Extreme Pizza, and Patxi’s Pizza.

FINDINGS

My findings revealed that while some competitors had online ordering capability, none had a direct method seeing straight away if the users location was within a delivery zone.

My findings also helped me shape my problem statement and possible solutions.

PROBLEM STATEMENT

Goat Hill Pizza users need a way to order pizza without having issues, and get their pizza delivered quickly.

We will know this to be true when most users are able to easily know if they are within a pizza delivery zone, proceed with the online ordering process, and receive their pizza in a timely manner.

BEST SOLUTION

Create a new website with a focus on user awareness of Goat Hill Pizza’s online ordering system. Design and develop a delivery zone search system where users can easily see if their location is within a delivery zone.

USER INTERVIEWS

User interviews were conducted remotely, and research was gathered on users expectations and experiences related to the pizza ordering journey. This information helped me understand users’ needs, goals, and points of friction.

Pain points surrounded users online ordering experience while trying to find how to order online, and how to find if their location was within pizza delivery zone. Not knowing this resulted in low online orders, and negative customer feedback.

The user research helped confirm possible solutions and user stories. From there, I decided to create a website with the following main functions: Online ordering capability, and a delivery zone finder based on user’s location.

Ideation

WIREFRAMES

I started sketching low-fidelity wireframes with pen and paper. I then moved on to create Sketch versions for mid and high-fidelity wireframes. Throughout the different fidelity stages, continuous iterations were made to improve the app’s functionality and UX.

TESTING & IMPROVEMENTS

User tests revealed pain points. To reduce frustration, and less friction, I redesigned the initial order overlay to give the user more options. Now users could find and achieve any of their goals from the opening home screen.

Here are the refined wireframe screens.

Visual Design

Goat Hill wanted to separate themselves from all of the other pizza companies by using hand-designed illustrations. The result was a fun and unique experience, that focused on functionality.

Here are the final screen designs:

IMPACT

· Increased online sales by 65%.
· Increased delivery sales
· Increased unique visits
· Increased search engines ranking
· Decreased phone orders
· Customer satisfaction

*This project is live and has ongoing changes when deemed necessary. Please note that when viewing the live website. Some things may have been changed and may look different.