Your Pizza, Your Way
Your Pizza, Your Way
Points for simplicity and for proposing a low tech relevant and impactfull solution. It proves that service design is not just about designing whole ecosystems. Some small interventions can change the way a service is experiencied and create value for users.
Your Pizza, Your Way
Enzo’s Pizzeria offers a customizable service called “Your Pizza Your Way” that reduces anxiety and confusion in their made-to-order restaurants. Customers have access to a “Your Pizza Your Way” menu that lists all the options (size, sauce and toppings) and are encouraged to prepare their order by folding the pre-cut tabs before approaching the cash registers. Customers are encouraged to start the ordering process with it while in line and simply hand the menu to the cashier when they get there. The cashier will confirm the customized pizza order for the customer's approval.2. The Brief: Summarize the problem you set out to solve. What was the context for the project, and what was the challenge posed to you?
The big picture challenge of this project was mapping out a service that is parallel to the fresh, made-to-order concept of the Enzo’s Pizzeria. With the client’s primary objectives focused on the physical components of the space, the design team was given an opportunity to propose unique services that can enhance the customer experience, thus increase the perceived value of their product.
The design team conducted contextual research on activities involved and identified custom pizza order process as a prominent point of stress for customers. The decision to highlight the on-site order process among many other opportunities was based the venue and preference of potential customers. The “Your Pizza Your Way” menu is a significant component in developing an experience protocol that revokes the fear of overwhelming combinations in custom pizza orders that customers are often turned off by.
Dinning culture is changing; many are avoiding traditional fast-food for healthy options, but not necessary eating out at fully serviced restaurants which comes with time and financial constraints. Take out restaurants that offer on-site “make your own” dishes have gained an enormous amount of popularity and are growing at a rapid rate—Not to mention it’s a phenomenon that reflects our culture of instant gratification and personal customization.
We believe no significant service proposals were materialized in recent years to deal with stated phenomenon. Design team was strongly motivated to develop an inclusive service that benefits all stake holders (customer, employees and the business owner) involved and invite pleasurable experience into inevitable task.
There was a significant amount of generative research conducted about eating habits in our society.
Sensing the changes, identifying the stakeholders, knowing the context were the over-arching topics that transpired opportunities.
Evaluative research was performed around AEIOU (activity- environment- interaction- object- user) which allowed the design team to exchange ideas, adapt methodologies and collaboratively innovate toward “integrated” design proposals. At the conclusion of the research, following design strategy was established;
-Apply design-thinking strategies to evaluate, conceptualize and synthesize design proposals.
-Identify opportunities and create design proposals that integrate seemingly disparate design disciplines into a unified and comprehensive design solution.
-Construct a design solution (i.e., a service, product, environment, information) from a human-centered, holistic approach focusing on user interactions and overall experience.
Design team was able to frame the gathered insight and develop a service that is applicable to our client's needs. Many different menu layouts, shapes of tabs and materials explored for field testing prior to selecting the final design.
As increasing population lines up to select the content of their meal right in front of them, Enzo’s Pizzeria is implementing a dynamic fresh made-to-order concept with expanded content options for pizza. With their state of the art infrared ovens that can bake a pizza in less than 8 minutes, Enzo’s Pizzeria can now offer specific fresh ingredients without the hassle of calling in or wasting time waiting in line for their pizza.
Key highlights include:
-Establish information hierarchy and communicate clearly to users involved.
-Eliminates confusion about what options there are, and what order they come in.
-Saves time for customers as well as the company —and therefor increase revenue.
-Offers a very "at-your-own-pace" method of selecting exactly what you want.
-Synchronize your thoughts on a menu without extra tools like pens or pencils.
The “Your Pizza Your Way” service eases the jitters of reading the menu board, remembering the details of the order, then communicating the information with people standing in line that commonly instigates problems.
It's a simple intuitive step:
1. pick up a menu as you enter the restaurant.
2. fold pre-cut tabs to customize your order ( you can easily unfold the tabs if you change your mind)
3. make sure you didn't forget anything by checking the menu
4. hand over the menu to the cashier and verify your order
An integrative design thinking approach served as a catalyst for connecting various tangibles for this service framework. Sequential information delivery was the contextual driver of this concept and many underlying principles were united to provide holistic experience. The design team used touch points to leverage values within each phase of this customer journey and synthesize complex information across stakeholders involved.
The suggested service will impact the made to order dining industry as it encompasses negative attributes of placing an ordering and transforms it to a pleasant experience. You're offered a tool that can assist in decision-making, communication and memorization with the tip of your finger.