App Redesign - Pizza Hut 2013
A UI/UX redesign project analyzing a pre-2018 digital product with usability issues. Through UI audit, competitor research, and SCAMPER strategy, this project focuses on improving a key user task with a more intuitive and user-centered interface.
Prototype
Key Principle Analysis
Simplicity + Consistency
Topping descriptions should be visible without an extra click, using short labels like “EXTRA pepperoni and cheese.”
Clarity + Contrast
The overuse of red throughout the app creates eye strain and makes the interface feel overwhelming.
Visual Hierarchy + Alignment
Promotional banners and primary actions compete for attention. Inconsistent spacing crowded alignment create visual clutter. Log in button could be placed under the dine in button.
UI Audit Report
Target Audience
The primary target audience is busy young adults and families between the ages of 18–40 who frequently order food through mobile devices. These users are digitally fluent and expect fast, intuitive experiences. Many are ordering while multitasking or when they are hungry, so speed and simplicity are essential. The design must support quick decision-making with minimal effort.
Simplicity + Consistency
Having to scroll horizontally to see the full operating hours adds unnecessary complexity. The hours should be placed directly under the address so users can view all essential information at once.
Scalability + Adaptability
The layout appears fixed and visually dense. It does not adapt well to different screen sizes.
Business Goals
Improve Ordering Efficiency
Reduce selection errors and confusion by simplifying menu presentation.
Increase Mobile Order Conversion Rate
Streamline the ordering flow to reduce increase completed purchases.
Strengthen Brand Perception
Reposition Pizza Hut as a modern, user-friendly mobile brand.