Pizza Hut : Checkout Redesign
The Challenge
The original Pizza Hut checkout process presented too many steps and friction points, particularly for returning users. Repetitive inputs, unclear progress indicators, and poorly optimized mobile layouts led to drop-offs and frustrated users.
The team needed a new design that would:
- Speed up repeat orders
- Minimize cognitive load
- Improve mobile usability
- Streamline data input (delivery info, payment, order review)
Our Solution
Using rapid prototyping and usability testing, we redesigned the checkout flow with a mobile-first, user-centered approach.
Key improvements included:
- Returning User Recognition: Saved user data and preferences streamline reorders
- Progressive Disclosure: Cleaner step-by-step layout showing clear order stages
- Optimized Mobile Inputs: Autofill, smart defaults, and chunked sections reduce errors
- Visual Feedback & Confirmation: Inline validation, confirmation screens, and clearer CTA buttons enhance confidence
The Impact
- Faster Checkout Times: Returning users completed checkout 28% faster in testing
- Higher Task Success Rate: Usability tests showed 93% task completion with the new design vs 68% with the original
- Improved User Satisfaction: Positive feedback highlighted reduced frustration and improved ease-of-use
- Stakeholder Alignment: Interactive prototype helped communicate design rationale and gain buy-in across teams