Speedline Online Ordering
I played a collaborative role in the design of Speedline's innovation tailored for pizza stores – an online, template-driven system aimed at empowering both small-scale and large-scale pizzerias with a robust e-commerce solution, providing them with the means to effectively sell their products online.
Role
Visual Design Lead, User Experience Design
Agency
Domain7
Client
Speedline Solutions
Year
2017
Established in 1990, SpeedLine boasts an extensive and illustrious history in the realm of pizza industry specific point of sale systems. Domain7 was sought out as a strategic partner to collaborate on a comprehensive solution, geared towards enabling pizza establishments of all sizes to establish a formidable online presence, complete with seamless functionality for both delivery and pick-up orders.
Starting from the ground up, we invested time collaborating closely with the SpeedLine team. Through extensive workshops, we gained in-depth insights into Speedlines’ company's history, their existing product ecosystem, and their specific needs. This valuable understanding formed the basis for our project scoping and strategic planning.
At the start of our engagement, we undertook an exploration of the competitive landscape, venturing deep into the digital domains of rival pizza establishments. We ran a series of user tests, dissecting the intricacies of their platforms. This process allowed us to not only identify but also gain insights into the pain points that customers often encounter during their online pizza ordering journey. With this knowledge, we were better equipped to craft a solution that would not just meet but also hopefully exceed user expectations.
Our user surveys and testing yielded intriguing insights:
Online Ordering Hesitation: Among the 1,277 respondents, a significant 70.9% expressed that they never order online. This reluctance was rooted in several factors, with the top reasons being privacy or security concerns with the website (29.9%), a feeling of being constantly upsold or marketed to (20.7%), and a prevailing uncertainty regarding the actual delivery of their order (19.9%).
Preference for Phone Ordering: Notably, 44.5% of respondents revealed a strong preference for placing their orders via phone. This preference is steadily growing, highlighting the urgent need for a seamless on-the-go ordering experience.
Native App vs. Website: Interestingly, only 19.2% of respondents favored using a native app for ordering, while a substantial majority, 56.2%, preferred a website. Additionally, 24.7% expressed indifference, emphasizing that the paramount concern is the prompt delivery of their food rather than the specific platform used."
I collaborated closely with the Speedline team in a series of workshops, where our primary focus was on crafting seamless user flows and safeguarding the inclusion of vital features. These collaborative sessions also allowed us to guarantee the compatibility of our designs with their ecosystem, ensuring a smooth integration with their POS systems.
I developed a comprehensive foundational design system, providing Speedline's team with the essential building blocks necessary for accommodating future product growth and evolution. This design system not only offered immediate benefits but also laid the groundwork for scalability.
The design approach was rooted in a "mobile-first" philosophy, a decision that stemmed from valuable insights gained during the initial user interviews. These insights revealed that users on the move were seeking a seamless, hassle-free method to place orders directly from their mobile browser. In response, we commenced our design process with a focus on mobile devices, building a design system that started at 320px and extended upwards. Once we had achieved a high level of satisfaction with the mobile interface, we then extended our efforts to optimize the user experience for larger screens.
A particular emphasis was placed on refining the menu system. Key elements were strategically anchored at the top and bottom of the screen, ensuring swift and intuitive navigation throughout the ordering journey. This thoughtful design allowed users to effortlessly access crucial functions such as browsing the menu, managing their cart, and accessing account information, ultimately enhancing the overall usability and efficiency of the application.
One of the most significant challenges we encountered was in the realm of custom pizza creation, particularly when users opted for more intricate half-and-half options. While designing a standard pizza was straightforward, allowing users to determine the placement of individual toppings using a slider, the complexity increased significantly with specialty pizzas.
Managing multiple toppings and their specific locations on the pizza quickly became overwhelming for users. Additionally, this approach did not accommodate the possibility of having half of the pizza consist of a pre-made special from a restaurant.
Initially, our plan had been to adopt a more visually engaging approach, where users could witness toppings being added to an animated pizza, offering a more intuitive and visually representative experience. However, due to technical constraints and cost considerations, we had to pivot away from this approach.
After careful consideration, I arrived at the decision to enhance the experience by creating distinct entry forms for the left and right sides of the pizza. This visual separation in the user interface allowed customers to personalize each half of the pizza to their preferences. By doing so, we effectively reduced the number of toppings displayed at any given time, making the customization process more manageable and less overwhelming.
To ensure the effectiveness of this approach, I dedicated significant time to refining and testing this critical step in the ordering flow. This involved conducting rapid prototyping sessions and conducting swift user tests.
The entire system had been crafted to empower Speedline's customers with the ability to swiftly establish their online presence. We prioritized flexibility in the design elements, particularly regarding color schemes and font choices. We intentionally then left the remainder of the creative expression up to the customer.
With this approach, customers have the freedom to upload their own logos, select their preferred color palette, and incorporate their unique imagery and content. This empowers each customer to personalize their online presence, ensuring that it aligns perfectly with their brand identity and resonates with their target audience.
