Domino's Store Assignment
Responsive Web Design
Desktop & Mobile
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/Overview
Domino's Store Assignment— A personalized eCommerce experience that helps customers get pizza on the table, faster.
Product Design
Digital Strategy
Experience Direction
A/B Testing
Project Management
Digital Strategy
Experience Direction
A/B Testing
Project Management
Challenge
In early 2018, Domino's became the largest pizza chain in the world with over 6,500 locations in the United States alone. With that many stores, and with an ever-increasing percentage of orders coming from eCommerce channels, it's imperative that busy parents and movie-night organizers can find their local store with speed & precision. The Store Locator on dominos.com helps customers achieve that goal — albeit, research showed there was an opportunity to make that experience more enjoyable for pizza fanatics everywhere.
The best human relationships with technology are comparable to a good friendship. We rely on (& expect) good friends to remember who we are and what we like without being overbearing — good technology is no different, and the challenge of this project was to apply those principles to Domino's Store Locator. We strived to create a more personal store locator experience that could remember location preferences for our most loyal customers, thus prioritizing speed and precision in the search for family dinner.
The best human relationships with technology are comparable to a good friendship. We rely on (& expect) good friends to remember who we are and what we like without being overbearing — good technology is no different, and the challenge of this project was to apply those principles to Domino's Store Locator. We strived to create a more personal store locator experience that could remember location preferences for our most loyal customers, thus prioritizing speed and precision in the search for family dinner.
Approach
Our approach struck a balance between building a faster experience and ensuring customers did not get lost along the way. We understood the risk of prioritizing the former and neglecting the latter — customers need to know where they're ordering from, especially when dinner is on the line.
Our experience served to facilitate both of those functions. The reimagined interface introduces a global element which assigns customers a store upon site entry, thus bypassing the ex-mandatory store locator process altogether. Ultimately, this allowed customers to author their own eCommerce experience with unparalleled clarity & flexibility, putting more power and time in the hands of our pizza fanatics.
Our experience served to facilitate both of those functions. The reimagined interface introduces a global element which assigns customers a store upon site entry, thus bypassing the ex-mandatory store locator process altogether. Ultimately, this allowed customers to author their own eCommerce experience with unparalleled clarity & flexibility, putting more power and time in the hands of our pizza fanatics.
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/Results
Results
Increase in identified annual revenue
534%
Increase in Conversion
2.4%
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/UX
Experience
Strategy
During the research phase of this project, it was clear that our experience needed to have empathy for all of our customer groups. We worked tirelessly with the Domino's data science team to create predictive modeling for store assignment that was precise across the spectrum of these various groups. This gave us an immaculate foundation to build the broader user experience from.
I was responsible for spearheading the strategy and design of the user experience. After holding countless brainstorming sessions and strong collaboration with the Domino's engineering team, the collaborative takeaway was that flexibility and accessibility to store information were paramount in an experience where customers were no longer going through a mandatory process.
Establishing the foundations.
The bedrock of this experience is visible straight away on the customer's landing page — A new global element which contains the customer's assigned order settings. Internally, this element is known as the Store Awareness Module (SAM), and it provides customers the freedom to move through the experience at their discretion with increased clarity about how they're ordering their Domino's today.
Creating consistency and clarity throughout the journey.
An exciting improvement to the Store Locator experience is the global accessibility to order information. Shown on every page of the digital journey, customers now have a single source of truth for where their order is going. Qualitative feedback from testing showed the impact of this clarity was profound — A 40% increase in the amount of customers ordering from the correct Domino's location.
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/Design
Experience
Design
Navigation & Information Architecture
Providing flexibility and elevating information through global elements.
While we had tremendous confidence in our store assignment logic, we knew it was unlikely to be precise 100% of the time. The need to give customers flexibility to change their assigned order settings was crucial. Our solution — A global modal that allows customers to change desired settings at their discretion, and see full order details beyond truncation.
ORder Settings Confirmation
Peace of mind with end-of-journey confirmation.
The final stage of this experience rested at the intersection of speed & precision — it was pivotal that customers knew their assigned order settings in the absence of mandatory selection. The delicate solution was to fire our global modal before the payment page was reached. This confirmation of order settings ensured that family pizza nights went ahead with all smiles.
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