Overview
Role
UX Designer, Group of 3
Duration
4 months
Responsibilities
Collaboratively conducted Interviews, Surveys, Usability Tests
Solely executed full visual design
Impact
The redesign achieved 100% task success during usability testing, with 80% of participants citing a smoother ordering flow.
Problem
The existing Pizza Hut app suffered from:
Cumbersome registration and ordering flows
Poor communication after payment, leading to user anxiety
Inconsistent UI and interaction patterns across platforms
These issues resulted in lower task completion rates, longer ordering times, and user dissatisfaction.
"How might we streamline the ordering process to ensure a more enjoyable ordering experience?"
"How might we provide assurance and support from payment until users receive their order?"
Idiotic app and web UI
5 Jun
Alfariyum
... only allow members to order...
... can’t make amendments at checkout...
Terrible App with no tracking
20 Jun
frustrated shootee
...afterwards, the app only shows “Enjoy your meal soon”
... delivery is late...
Approach
1
Discovery & Insights
To get a better understanding of user pain points, we conducted
User Interviews (8 participants) & Surveys (48 respondents).
💡 Key Insights:
Mandatory early registration increased drop-off rates:
Users preferred to browse and only register after deciding.
Users feel most vulnerable after payment:
Users reported feeling uncertain as the app only shows a
confirmation, with no order status updates or reassurance.
Post-payment screen on existing app.
2
Strategy
Delayed registration steps until after users committed to an order.
Introduced better communication checkpoints post-payment to build trust.
3
Prototyping & Usability Testing
Built wireframe prototypes to simulate improved ordering flows.
Validated flow changes and interaction updates with real users; incorporated refinements based on observed behaviors.
4
UI SYSTEM DESIGN
Built scalable UI patterns for menus, customization screens, and checkouts.
Modernized visual style while maintaining Pizza Hut brand consistency.
Final Design
Instant Onboarding
No Sign-up/log-in
direct to Home screen
Guests:
Let the menu be the focus instead of sign-ups and details-filling.
Returning:
Just like the current app, once signed in, you will never be signed out, unless intended.
Guest Checkout
Flexibility to sign-in or checkout as guests
Guests:
Don’t want to sign up or login?
Users can now order, add to cart, and even check out as a guest.
Returning:
Remember your particulars, last ordered, add to favourites... etc. Sign-in has its benefits though!
SENSE OF ASSURANCE POST PAYMENT
Confirmation, quirky visuals, easy access to customer support
Guests &
Returning:
We understand that from payment till you receive your goods, it can feel vulnerable. So we added confirmation messages, quirky visuals and easy access to customer support for any unforeseen situations.
LIVE TRACKING & NOTIFICATIONS
Stay updated with delivery status via live tracking feature
Guests &
Returning:
Be updated with delivery status with live tracking, now available after confirmation of payment. Additionally, users can now leave last-minute delivery instructions through the app.
Learnings
Small interaction improvements (e.g., deferred friction, post-payment reassurance) deliver disproportionate impact on mobile user trust.
Though the project was scoped without real engineering constraints, we made decisions assuming common platform limitations (e.g., log-in APIs, payment security norms) to keep solutions grounded.
BEFORE
AFTER
