PAPA JOHNS CASE STUDY
CONTENTS
3 ANALYTICS
problem & competitive analysis
5 PERSONA
explore Alice's point of view
7 MOBILE WIREFRAMES
concept features and functionality
9 ONLINE EXPERIENCE
a user's experience of Papa John's website
pizza pizza pizza pizza
pizza pizza pizza
pizza pizza pizza pizza
pizza pizza pizza
PROBLEM AT HAND heuristic analysis
20 13
MEMBERSHIP INTO THE PAPA JOHNS REWARDS PROGRAM HAS INCREASED STEADILY OVER THE YEARS HOWEVER REDEMPTION OF EARNED POINTS/REWARDS HAS DECLINED
$5 Billion in U.S. digital sales
2011
Papa Johns now supports more mobile devices
0 201
33
01 20
HOW DO WE INCREASE TRAFFIC THROUGH THE PAPA JOHNS REWARDS PROGRAM AND PROVIDE CUSTOMERS WITH GREATER VISIBILITY OF THE INCENTIVES BEING OFFERED FROM PURCHASING PIZZA THROUGH PAPA JOHNS
$2 Billion in U.S. online digital sales and rewards program is rolled out
Nationwide online ordering begins with local offers Papa Johns joins the online ordering boom 19 97
THE COMPETITION the
battle for the rewards program
Domino's rolls out their re-designed mobile and desktop ordering site resulting in a $400 million increase compared to the previous year*
Pizza Hut modernized their mobile and online experience to better relate to their consumers resulting in an increase of $2 million in 2015*
14 20
COMPETITORS HAVE GREATER VISIBILITY OF THEIR REWARDS PROGRAM ON THEIR MOBILE APPLICATIONS AND WEBSITES
2007
e on is es sit s or ce t it o t i pe r n om use in g
rew ar d of s p r th e fi ogr rs am w tt he hi on n ng c lo s gg a in
HOW DO WE REVOLUTIONIZE THE WAY CONSUMERS EXPERIENCE THE SITE TO INCREASE CONSUMER INTERACTION *statistics gathered from Statista.com
4
5
A
college student living a fast-paced lifestyle, Alice is always on the lookout for ways to make her life easier. She is excited about the future and how technology helps her get through her day-to-day routines. She prefers apps and website that allow her to make quick decisions without having to spend too much time. When she does have downtime, she prefers her mobile and online experiences to be quick and painless so that she can get back to relaxing. She is an avid iPhone user due to its easy interface, prefers to watch on demand shows and enjoys the convenience of shopping online. Her goals are to have the content of the apps she's using readily available to her without having to go searching for it and to have her overall experience simple and productive. 6
MOBILE WIREFRAMES
concept features and functionality
HI ALEX
PIZZA
5 PAPA POINTS
SIDES
DESSERTS
DRINKS
WELCOME BACK
EXTRAS
PAN PIZZA
HI ALEX
PIZZA
5 PAPA POINTS
SIDES
DESSERTS
DRINKS
EXTRAS
PAN PIZZA
YOU HAVE Pan Cheese
Pan Pepperoni
Pan Sausage
5
Papa's Pan Favorite
PAPA'S PICKS
Pan Cheese
Pan Pepperoni
Pan Sausage
Pan Pepperoni
Pan Sausage
Papa's Pan Favorite
PAPA'S PICKS
PAPA POINTS
ALICE Pan Pepperoni
Pan Sausage
Pan Cheese
DELIVERY
$0.00
123 HUNGRY LN
Pan Cheese
Menu
7
Specials
Favorites
Rewards
More
Menu
Specials
Favorites
Rewards
More
customer visualizes points accumulated upon opening app points accumulated follows user throughout their mobile experience screen dedicated to points accumulated w/gamification feature to get the user to continue using Papa Johns for their pizza needs small modification to cart screen where the "Enter Promo Code" feature is relocated to allow more clarity between objects and more opportunities to return to previous screens
Enter Promo Code
Apply
PAPA POINTS
YOUR CART IS EMPTY Enter a Promo Code above or start a new order with one of the options below
COUNTDOWN
Browse Our Menu or See Special Offers
YOU HAVE EARNED
5 POINTS ONLY 20 MORE POINTS TO GO!
How It Works
8
ONLINE EXPERIENCE small improvements, big difference
by increasing the visibility if the customer's points, they will have more opportunities to redeem their rewards for offers on the site giving the customer better visuals can help them navigate the site easier without having them to think about their next steps by using gamification, we can incentivize the customer to continue using Papa Johns as their pizza provider to continue accumulating points to use on future rewards
9
9
10