Context
Papa John’s sought to revamp its online ordering experience while enhancing the stickiness and engagement of its loyalty program, Papa Rewards. The initiative aimed to streamline user experience across the website and mobile app, increase loyalty program participation, and drive higher conversion rates through a more engaging, intuitive digital platform.
Business Objectives
- Increase online orders and drive higher online sales.
- Reduce reliance on phone orders by improving the website and mobile app experience.
- Simplify the online ordering process, ensuring it is intuitive, user-friendly, and transaction-focused.
- Expand loyalty program participation, boosting enrollment and rewards redemption.
Brand and Marketing Objectives
- Reinforce Papa John’s brand values—trustworthy, friendly, engaging, and authentic—through an enhanced digital experience.
- Highlight founder differentiation as a key brand driver.
- Increase participation in Papa Rewards, improving customer retention.
- Strengthen digital CRM effectiveness through targeted engagement.
- Integrate digital marketing and social media seamlessly into the ordering experience.
- Maximize partnership marketing opportunities within the digital ecosystem.
My Role
As Executive Design Director, I was involved from project scoping to the final presentation of the design strategy and prototype.
I led the as-is assessment and competitive benchmarking phase, collaborating with a UX lead and digital analytics expert to derive insights. I provided strategic oversight on analysis and findings while working closely with the Creative Director to develop high-fidelity concepts that aligned with brand guidelines and digital best practices. Additionally, I led key client meetings and presentations to business and marketing stakeholders, ensuring alignment between design, business, and brand objectives.
Approach
The two-month design project was executed by a small, highly integrated team with complementary expertise across research, data analytics, and UX design.Team consisted of Sr. UX Lead, Digital Analytic Expert, Creative Director, Interaction Designer and a UI Architect (Responsive design).
This collaborative, cross-functional approach ensured a data-driven, user-centered solution that enhanced the digital ordering experience while reinforcing Papa John’s brand identity.
User Research
Collaborating with the marketing team, we identified key target customer segments and conducted user research to define three primary personas:
- Moms & Families – Consumers who prioritize quality when choosing food for their families.
- Unifiers – Individuals who enjoy bringing people together for shared experiences.
- Young Adults & Professionals – Busy individuals seeking convenience, speed, and a seamless ordering experience.
These personas provided valuable insights, helping shape a user-centered design strategy that aligned with customer behaviors, motivations, and expectations.
User Journey Mapping
We mapped the end-to-end user journey across key stages of the pizza ordering experience, integrating insights from digital analytics data. This approach provided a comprehensive view of user behaviors, friction points, and opportunities for optimization, ensuring a seamless and engaging ordering process across web and mobile platforms.
Competitive Benchmarking
Design Insights
Design Recommendations
Final Design
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