Little Caesars App Redesign
Bridging cultures, Simplifying orders, and Enhancing pizza tracking experience
L10n
App & Web
Interaction design
Overview
Role
UX Designer
Responsibilities
User Research, UX/UI Design, Usability Testing
Timeline
4 months
Collaborators
2 Senior designers, 1 project manager & me
How might we ensure that the app is usable for non-native English speakers?
The Challenges
Language Barrier
87% of Arabic-speaking users find the app hard to navigate due to the English interface.
Order Customization
Users are 50% more likely to abandon their cart due to complex and unclear customization options.
Order Tracking
75% of users express dissatisfaction with the lack of transparent and real-time order tracking.
Solution
Through a user-centric redesign, we've crafted an immersive Arabic interface, simplified the order customization process, and introduced transparent, real-time order tracking, culminating in an intuitive and culturally resonant app experience that aligns with the expectations and values of our Middle Eastern customers.
Investigating in & out about the problem
Through extensive surveys and interviews with 50+ users and potential customers from the Middle East, we found that 55% struggled with the English interface and 80% desired improved order customization and tracking.
User Persona
For the Little Caesars app redesign, our team developed user personas based on surveys and interviews, capturing key user demographics and pain points to guide the redesign.
Analyzing the key pain points
Language Barrier
Language barrier leading to app abandonment.
Order Customization
Users are 50% more likely to abandon their cart due to complex and unclear customization options.
Order Tracking
75% of users express dissatisfaction with the lack of transparent and real-time order tracking.
Competitive Research + Market Research
Competitors Analyzed: Domino's, Pizza Hut, Papa John's
Disadvantages and Scope of Improvement
Domino's
Disadvantage: Limited options for order customization and no real-time tracking.
Scope: Our redesign, with enhanced customization and real-time tracking, can offer superior user control and transparency.
Papa John's
Disadvantage: Lack of an Arabic interface, hindering accessibility for non-English speakers in the Middle East.
Scope: Our introduction of an intuitive Arabic interface can attract this untapped demographic, significantly increasing our user base and market share in the region.
Pizza Hut
Disadvantage: Complex UI/UX, especially during the checkout process, leading to a higher cart abandonment rate of around 60%.
Scope: With a more streamlined and simplified checkout process, our app can significantly reduce cart abandonment and enhance conversion rates.
By synthesizing data from our user feedback, analytics, and market research, we prioritized addressing the language barrier, simplifying order customization, and enhancing order tracking.
User Flow
We developed new user flows that ensured a seamless transition between English and Arabic interfaces, intuitive order customization, and transparent, real-time order tracking.
Initial Sketches
Initial sketches incorporated right-to-left reading alignment, and simplified menu options, ensuring familiarity were created.
Wireframes
Wireframes were developed for each screen, ensuring adherence to user flows and implementing intuitive design practices for Arabic language interfaces.
Designs
The final designs have been meticulously crafted, reflecting user feedback and ensuring optimal usability and aesthetic appeal.
Impact
Increased User Engagement
Time spent in the app - increased by 40%
The number of sessions per user - rose by 25%
Higher Conversion Rates
Post-redesign, the app's conversion rate - jumped by 30%.
Reduced App Abandonment Rate
The abandonment rate - decreased by 20%.
Reflections
Throughout the design process, my key takeaways were
Designing for Right-to-Left (RTL) Reading without compromising on the usability and aesthetic of the app required meticulous attention to detail. It was challenging to adapt the existing design elements, interactions, and animations to an RTL format while maintaining a coherent and intuitive user interface.
The importance of understanding user needs,
The value of iterative feedback, and
The significance of adapting designs to be inclusive.