The following usability report was written about Papa John’s Pizza’s desktop website. I performed usability testing along with analyzing tests performed by my colleagues. This report covers the user experience of first time online ordering. Though this report was done as part of my masters, I had the opportunity to send this report to the company.
This report provides an analysis and evaluation of a usability study performed on Papa John’s Pizza. These tests provide insight to the ordering process and ease of use on the site. We looked to see what the actual ordering experience entailed and what user expectations of the process would be. Ultimately this study will help improve the Papa John’s website.
It was common to listen to a user explain what they want to do and scroll up and down the homepage without being able to locate what they were looking for. This was a common theme throughout the site that vital points in the user’s journey were not intuitive. Users were tempted to give up but were encouraged to focus on the tasks and find some kind of solution. This is not to say that each facet of the site included a negative experience. Through recorded observations we are able to find positives and negatives throughout the ordering process
Each participant that was recruited for this usability study on Papa John’s Pizza’s website (www.papajohns.com) did not have online ordering experience. Tests were conducted with professional testers to exclude any bias that could come about from leading questions or proctor opinions. Participants were asked to perform three tasks:
During each session participants were instructed to think-aloud as they completed the given tasks which aided in pinpointing where usability issues lie. User comments, errors, and behaviors were observed during each session which lasted anywhere from 10-30 minutes. Users were instructed to take their time and not to worry about offending the tester in an attempt to help them relax.
Prompt: We are going to be looking at papajohns.com web site. Even if you are not a Papa John’s fan, imagine that the people you are with are fans of papa johns and that is where you will be ordering the pizza. There are bunch of people at this party and you need to order 3 pizzas.
Prompt: You want to sign up for deals and coupons but you don’t want to register. You just want to give them your email. Can you do this and what do you think you will receive by email?
Prompt: Your pizza arrives and it is terrible! Your driver was rude and you are really upset about what just happened. You call the local store but get nowhere. You need to contact the corporate office, how would you do that?
Users would have liked a more intuitive experience as they were first time users. The ordering process was enjoyable as they were able to actually see the pizza they were building and take visual cues of mistakes they were making. Overall they did not have bad experiences and perhaps would have an easier time now that they are familiar with the Papa John’s website.
Participants had difficulty in this area of the site as they wanted to see screens to order a pizza first, rather than set up delivery or carryout. Another issue with this screen was that participants interpreted the delivery address form as helping them find a nearby store for carryout. Papa John’s should consider simply asking for an address or zip code and letting the participants choose carryout or delivery at checkout since delivery is also a paid service.
The Homepage is overwhelmed with similar photos and graphics of similar colors. Finding the CTA for “Create Your Own Pizza” was difficult for most participants to find and often led to frustration where they would either decide to place an order over the phone or abandon Papa John’s altogether. This could be remedied by using a different graphic altogether or adjusting the size; something to make it stand out more to users.
On Task 3, each participant found the feedback form quickly and easily. They intuitively navigated to the footer and completed this task in the shortest amount of time with the least amount of errors. Participants could be found referencing the footer for other information such as coupons for Task 2 as well. The footer contains appropriate information for users and can be considered a success of the Papa John’s website.
Follow up research questions will help us dig deeper into usability issues and help us find the best solutions. Below are questions that would be advised for future research…
Where are users becoming the most frustrated within tasks?
This qualitative question can be answered through judging task time, how a user is acting, and if they are not able to articulate exactly what they are trying to accomplish. Pinpointing frustration is imperative to discovering usability issues.
Although users had never ordered pizza online, what was their other experience?
Being familiar with other forms of ordering could factor into how easily a participant used the Papa John’s website. This could be seen for example with Participant #3 and #4, they have vastly different usability tests. This could be due to having varying experience with online ordering patterns.
How do user answers connect to each other?
This question will check for consistency in participants in their experience. It allows us to synthesize provided test information.