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Client
Pizza Hut
Role
  • UX Analyst
About Pizza Hut
  • Multinational restaurant chain and international franchising quick service restaurants

Challenge

The challenge was to evaluate the Pizza Hut mobile journey across 14 different markets, aiming to identify high-level usability issues throughout the entire user journey and assess how well the site met user expectations. The evaluation covered the user journey from the landing page through localization, product selection, basket, and checkout (stopping before payment). This global-scale research included markets in Mexico, Kuwait, Japan, the Philippines, Brazil, the United Kingdom, Peru, Singapore, Canada, India, France, Malaysia, and Puerto Rico.

Approach to the Problem

  • Interviewed 12 users per market with Pizza Hut users. Have done the analysis, reporting and presentation to the international Pizza Hut team the week after. 
  • Used moderated Remote User Testing tools: usertesting.com, planned user research plans with minimum supervision.
  • Analysed user sessions to generate individual video quotes with tags. 
  • Produced research findings, reports using Miro board.
  • Worked around each market’s active hours in order to perform remote live-moderating sessions. 

1. Briefing

The project began with briefing meetings with Product Owners (POs) to discuss the key problems and questions that would guide the research process. These initial discussions were crucial for refining the focus of the research and ensuring alignment with the project's objectives.

2. Plan & Strategy

Following the briefings, a comprehensive research plan and strategy for conducting global market research were developed. This plan laid out the framework for the research, ensuring that it would be thorough, methodical, and tailored to the specific needs of the project.

3. Forming Research Questions

Once the strategy was in place, research questions were formed to target the unique aspects of the Pizza Hut markets. These questions were designed to uncover vital insights into user behavior, preferences, and pain points across various regions.

4. Research on Pizza Hut Markets

Recruitment for the research began 2-3 weeks before each study, utilizing UserTesting.com's user panel to secure a diverse and representative sample of participants. In certain markets, such as Kuwait, Japan, Puerto Rico, and Peru, local recruitment agencies were engaged instead of UserTesting, allowing for a more nuanced understanding of user needs in these regions. This approach ensured that the research captured the full spectrum of user experiences across different global markets.

5. Started Usability Testing

The project moved forward with the initiation of usability testing, which was conducted using a remote moderated approach through UserTesting.com. During these sessions, users were asked to speak aloud their thoughts as they navigated through the prototype. This method was instrumental in identifying high-severity issues and understanding the actions users would take in response to these challenges.

6. Analysis

Following the testing sessions, the recordings were re-listened to and re-evaluated to thoroughly analyze user needs and pain points. This analysis included user tabbing and a review of the market conversion funnel view, providing a detailed understanding of the user journey and highlighting critical areas for improvement.

7. Reporting

The insights gained from this analysis were then compiled into research findings and reports, which were created using the Miro board. These reports were essential for communicating the usability issues and proposed solutions to stakeholders.

8. Repeated this cycle (research - analyse- present) for 14 markets

This research, analysis, and reporting cycle was repeated across 14 different markets, ensuring that each region's unique user behaviors and challenges were addressed.

9. Reporting

Finally, a comprehensive report was generated, covering usability issues across all markets, providing a holistic view of the platform's performance and user experience globally.

Outcomes

The primary outcome of the study was the successful development of a single, unified mobile journey that addresses the diverse needs and pain points across all 14 markets.

By identifying common usability issues and aligning user expectations, we created a streamlined journey that caters to a global audience while maintaining flexibility for local adaptations.

Cross-Market Consistency: The study revealed several consistent pain points across markets, such as navigation difficulties and insufficient product information.

Localization Balancing: While creating a unified journey, we also ensured that the localization features were optimized to meet specific market needs. This involved refining language accuracy, adapting iconography, and incorporating region-specific content, resulting in a balanced experience that resonates with users globally.

Enhanced Clarity and Usability: The refined journey improved the clarity of information on product pages, basket summaries, and checkout processes.

14

Diverse markets were analyzed to identify common trends, unique challenges, and opportunities

200

Rows of Comprehensive User Journey Tabbing for All Markets

168

Users were interviewed

Contact for detailed portfolio

+44(0) 7492222636

ipek.delia@gmail.com