IMO’S Pizza
Stakeholders: Imo’s Pizza Establishment
Brief: Imo’s Pizza is a locally owned and operated pizza establishment in St.Louis. Their customers in focus have busy schedules with a need for quick and easy dinner choices. Stakeholders are requesting best solution to customer’s pain points that will drive sales.
User Personas:
Mary, a busy single mother
2 teenage boys with an active schedule
User’s Pain Points: The ordering process, currently done on the establishment’s website, is sometimes a hassle they don’t enjoy, and it’s challenging to figure out how it fits into their busy schedules.
Goal for the user: To create an ordering process that is quick, easy, and enjoyable
Goal for Imo’s Pizza Establishment: To increase sales through it’s digital channel as part of a holistic customer experience growth strategy.
Time Constraint: 1 week
UX Proposed Solution: An intuitive mobile application that solves the user’s concerns for a faster and more convenient experience which in turn will solve the business objective by leading to increased sales.
Proposed Research Method: A brief user survey focused on gathering qualitative and quantitative data to ensure the best design solution for the application.
Proposed Survey Questions:
1. How often do you order Imo’s pizza? (Quantitative) Important because we want to gauge where our current numbers are while customers have concerns to compare to when users have a solution.
- 6/10 customers ordered at least once a week
2. Do you have a “go to” order when ordering from Imo’s Pizza? (Qualitative) Important because it shows customer’s patterns and preferences to take into account when designing the intuitive process of the application.
-8/10 customers said Yes
3. Would you order more often if there were a faster, easier way than the current process? (Qualitative) Important because we want to ensure that the design solution won't just make the user happy but is also projected to drive sales.
-7/10 customers said Yes
Marketing Research Factor:
Rewards systems increase loyalty and increases retention rates by 5% and that increases profits by 25% to 95%.
Marketing Proposition: Imo’s already has a reward point system. We could incorporate this on the app, and give 100 points if the customer orders more than 2 times in one week using the app.
Wireframe Plan:
A 3 step process that is fast, easy and convenient:
Name/Phone number input that doubles as log-in information
Menu list if the user wants to place an entirely new order with the option to “pick your usual” based on stored order history
Intuitive Delivery or Pickup option and cart order confirmation with stored address and payment on file
“Your order is preparing for delivery. Congrats, this is your third order this week, here’s a 100 points on us.”
Business Benefit: The customer executes a fast, easy and hassle free order making the process more enjoyable which in turn increases sales, benefiting both the stakeholder and end user.
High Fidelity Wireframes 
