Designing a feature for customer feedback

Zume Pizza wasn’t getting the feedback on orders that the business needed. Since one of the company’s goal was to improve how the pizza tasted, it was important for customers to consistently provide feedback on their orders while they still remembered the details.

Understanding when and how to ask customers for their thoughts

I mapped out the different situations our customers could be in after getting their order to propose the best time to ask for feedback. For the form itself, I tested different ways of presenting the questions to see which was received best and why.

Testing and presenting designs

I presented my research and testing findings to my team, including a product manager, engineers, and head of support operations for Zume Pizza. We weighed the needs of a baseline feedback feature against my testing results to come to a final resolution of what the first iteration would look like.

The final dish score feature gave customers a way to provide feedback directly and increased the amount of order data Zume Pizza could use to improve their recipes. 

Zume Pizza’s marketing team wanted to switch to a registration format that used email & password (they originally used phone number & password). This would align Zume Pizza with similar services, and give marketing the opportunity to follow up with email deals for a future order and marketing content.

The opportunity for improved UX

I knew our current flows didn't have great support for users encountering trouble trying to sign-in or register, and these issues would only become more pronounced as we switched our customer's credentials. I researched and explained UX best practices to engineers and PMs. The result was expansion of the project goals to include helpers and additional support in the recovery flows.

Moving from phone number to email presented additional recovery scenarios to solve for current customers

Since Zume Pizza’s existing customers were using phone numbers to sign-in, a few recovery scenarios presented themselves. For example, it was possible for a customer’s phone number to be associated with multiple emails, which could further complicate their ability to sign-in properly.

I looked to other services that used email and phone number as dual-authentication, like Gmail and PayPal, to understand how they handled recovery and design for these types of situations.

Application to Zume’s customer toolset

After this project, I applied the findings from my initial research to guide future sign-in and registration processes for Zume Inc.’s customer toolset. The result was a quick turnaround (an hour) of a flow map for another instance of sign-in/registration that our design and product teams felt confident in.

A push for increased deals use

Zume Pizza’s marketing team noticed that deals were performing poorly, and wanted to increase the number of promotions being applied to orders. They felt that the deals should be made more visible on the site to improve this.

Insight: the deals weren’t appealing

We had some basic Hotjar tracking in place on deals funnels which revealed an important insight: customers were seeing the deals page, but not applying them to orders. At the time, Zume Pizza offered 1 or 2 deals options which were highly restrictive to exact types of items and quantities. The more likely conclusion was that the deals lacked appeal, so customers were passing on them.

Revising our strategy

Instead of making the deals more visible to customers, we agreed with marketing to fix straightforward UX issues that had rolled over to the new site from the old, and the marketing team would place improved tracking to see what types of deals were performing best. I worked on additional instructional elements relating to the cart and overall hierarchy of a deal on the page once a customer had applied it.