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Papa's Pizzeria

Organization: Case study (Fictional)      Function: UX/UI design,   Platform: Native mobile  

The project

A Pizza take-away shop on a busy high street in London wants to procure an app that will enable customers remotely place orders, then pop-in for collection. This is intended to help tackle problems experienced by numerous customers relating to long ques and wait times in the shop.  The problem has often driven potential customers away to other competitors and the business feels it is high-time it invests on a digital solution that addresses the problem. My proposal is a user centric online ordering tool which can also serve as a platform to promote new offers to customers and ultimately improve conversion and make the business more profitable. 


The Who’s, what’s and why’s

I needed to get the inside story of what the solution was addressing ‘business wise’. Hence approaching stakeholders to identify specific goals and analysing the business and user requirements.

Who – Aimed generically at all new and existing customers within the locality age range 18 to 50

What – A native user centric mobile app that will become an extension of the Pizzeria brand and and conforms to the brand identity policy.

Why – The aim is that the app will enhance its customer reach and ultimate improve sales figure. Additionally, it will also reduce ques at the shop and improve customer satisfaction and perception of the business and in the long-run, have positive impact on the business’s reputation. Also give it a strong standing against rival businesses and bring the business into the 21st century ‘technology-wise’.


Requirements list

 App should be aesthetically pleasing and reflect the brand ethics and standards

 Good use of quality high-res images showing meals, side dishes and drinks to appetize customers’ and encourage conversion and repeat business.

 Feature all in-store menu items, specials, sides and drinks and also promotions

 All users must signup to use app. Benefits include: users can rate pizza's they have had, view order history, and save payment details for reuse/quickpay.

 Some labelling should be used to indicate Vegetarian / Gluten free / Hot and Spicy

 Users should be able to select their main meal, sides/extras and drinks separately in coherent manner.

 Users will be provided with a ‘Make-your-own Pizza’ option allowing them full ability to customize their meal. Offering various sizes of pizzas, a selection of crust types, topping, and sauce, etc.

 Users can select to pay in store or using the app. All meals purchased over the app will receive 5% discount over the first month

 Users should be offered the option of signing in using one social account like facebook.

 A meal rating system should be in place to help users decide when choosing their Pizza

Field research / User interview

To get a feel of the atmosphere and experience of its customers, a visit to the store was necessary and enables me to directly engage typical users. While having a one-to-one chat with customers enables me address the following questions.   

 Why they pick this shop for their meals?

 What they liked about the shop, and what they thought could be improved?

 What they ordered the most and the frequency of their visit?

 If they use any apps to order for meals elsewhere or have done so before?

 If so, what they liked or disliked about such apps?

 Will they use an app if it were made available for this Pizza shop?

 What will be most important elements to them in such an app?

In addition to other additional questions that will help me get a good feel of the user experience in store. 


This is also followed by a brief chat with store staff which will enable me to observe the amount of orders handled and how they cope. I also would want to get a feel of the standards and quality of service which is important as this will have to reflect in the new app. 

Persona and task analysis 

My persona’s where derived from the customers encountered during the field study. I filtered down to four specific profiles that generally covered or could represent all the various demographics. Before analysing the tasks and user journey I wanted to gain more understanding of the primary purpose that customers will often launch this app in their phones for. I used the Job To Be Done framework to break down the tasks


I used the Jobs To Be Done framework to explore different contexts in which a user would use the app, and to understand their motivation and desired outcome. I then reviewed the tests and jotted down each user’s pain point onto a post-It. Then I used affinity mapping to group the pain points into similar categories. I prioritised each pain point based on its importance to the user as well as its importance to my client's business. My assumptions of the importance to users were based on earlier conversations with the customers, while assumptions of the importance to the business were based on my analysis of their website and business requirements proposition. 

Ideation and Design 

With numerous design solution flowing through my mind I proceeded to sketching some ideas to put my thoughts to paper. I had lots of iterations of sketches before choosing two specific styles to wireframe using Figma. While creating the pages, I noticed an inconstistency from the journey flow i'd created earlier during task analysis. While the user is creating there own pizza using 'Make your own', Allowing them to view the 'sides' and 'drinks' tab may confuse them. I revisited my task flow diagram to make the correction and noted this to ensure I would be doing an A/B testing to determine how both options will be percieved by users.  See all hi fidelity wireframes thumbnails in images gallery above for details.