Project Overview
John & Jane Terra are small business owners with multiple pizza restaurants across the city. The goal of the project is to create an online pizza ordering website for Terra Pizzas, where a customer can order pizza from any of their multiple locations.
The journey map visualizes the customer experience when ordering pizza online, highlighting key emotions, pain points, and positive interactions at different stages of the ordering process.
The process is broken down into four key steps:
1. Select Delivery Location:Customers are excited to order but may face frustration when selecting a delivery or takeout location. They prefer to see nearby locations and have the option to use their current location automatically.
Takeaways:
• Display the nearest locations clearly.
• Offer an automatic "Use My Current Location" feature for convenience.
2) Locate and Browse Pizza Category:
Users appreciate a wide selection but face difficulties finding dietary options and popular items. Some customers prefer sorting by price or finding the most expensive item.
Users appreciate a wide selection but face difficulties finding dietary options and popular items. Some customers prefer sorting by price or finding the most expensive item.
Takeaways:
• Implement dietary filters for vegan, allergen-friendly, etc.
• Allow sorting by price.
• Highlight "Most Popular" or "Recommended" pizzas to ease decision-making.
3) Customize Toppings:
Customization is a key factor in user satisfaction. Customers like being able to personalize their order but want transparency regarding pricing for each topping.
Customization is a key factor in user satisfaction. Customers like being able to personalize their order but want transparency regarding pricing for each topping.
Takeaways:
• Show the price change dynamically when toppings are added.
• Ensure users can fully customize their pizza with clear cost breakdowns.
4) Review and Place Order:
The checkout process is a major pain point. Customers dislike hidden charges, want an easier way to apply coupons, and prefer multiple payment options, including Apple Pay. A lack of order tracking creates frustration when delivery times are inaccurate.
The checkout process is a major pain point. Customers dislike hidden charges, want an easier way to apply coupons, and prefer multiple payment options, including Apple Pay. A lack of order tracking creates frustration when delivery times are inaccurate.
Takeaways:
• Streamline the checkout process to make it intuitive and fast.
• Display available coupons automatically.
• Provide order tracking to keep users updated on their delivery.
• Offer multiple payment options for convenience.
The research highlights the importance of convenience, transparency, and customization in the online pizza ordering experience. Implementing these improvements will enhance customer satisfaction and lead to a smoother ordering journey.
