A Dynamic Design Revamp for Personalized, Appetite-Inducing Results

| Situation: Domino’s app faced challenges due to outdated features, allowing competitors to gain traction. Key hurdles included lengthy adoption periods for minor changes, insufficient user personalisation, limited engagement, and a subpar overall experience. Overcoming these obstacles was vital for Domino's to reclaim market share and satisfy evolving user needs. | Task: As Head of Design, my mandate was to enhance Domino's in-app experience and lead the UX initiatives. The primary objective was to elevate the app experience and drive revenue growth. | | --- | --- | | Action: I presented and championed the vision, ensuring alignment with the organisational strategy. Once approved, I delegated the execution to my design team. They conducted iterative design processes, rigorous usability tests, and A/B tests post-development. | Result: • ⁠65 BPS improvement in Conversion • Customised homepage for every occasion • Lifetime high ratings on Playstore & Appstore |

The Problem

The challenge was to reimagine the food ordering experience and regain market share while competing with Zomato’s & Swiggy’s of the world, via exceptional UX and a user-first approach. Other key challenges to solve were:

• Hyper Customisation
  • To perform most changes without App Releases
  • Before this revamp, it used to take ~70 days for 80% adoption for any smaller change
• Hyper Personalisation
  • Each feature to understand user preference and recommend/act accordingly
• Drive Social Nudges
• Exceptional & Indulged UX

Role: Head of Design at Domino's (Revamp of Home Page Experience)

As the Head of Design at Domino's, I spearheaded the transformation of the home page interface, infusing it with a compelling emotional quotient. From conceptualization to implementation, I collaborated with key stakeholders, engaging with all CXOs, including the CPO, CTO, and CMO.

Following the conceptual phase, I presented and championed the vision, ensuring alignment with the organizational strategy. Once the concept gained approval, I entrusted the execution to my design team. The team diligently delved into the project, investing substantial effort in iterative design, conducting rigorous usability tests, and executing A/B tests post-development.

Through numerous iterations and a meticulous validation process, the revamped home page experience achieved its pinnacle, culminating in a successful and impactful launch. This endeavour elevated the visual and emotional appeal of Domino's interface and demonstrated a harmonious balance between user-centric design and strategic business objectives.

Narrative for Stakeholder Conviction

I wove a captivating narrative to deeply resonate with the stakeholders, fostering a profound connection to the concept of the new emotionally driven experience.

Imagine Raj, caught in the crossroads of a lunch outing with friends at Domino's. Despite not being in the mood for pizza, he joins them to be a part of the group. The moment they step into Domino's, the ambiance envelops Raj with the irresistible aroma of freshly baked pizzas and the sight of enticing posters showcasing cheese-draped delights. A lively scene unfolds before him, with patrons joyfully savoring piping hot pizzas.