Usability Research For Domino's Pizza
About This Project
Time of Project
- Jan 2011–Apr 2011
- Interaction map
- Comparative analysis
- Heuristic evaluation
- Survey research
- Usability tests
- Jeff Green
- Lettie Malan
My team and I conducted extensive usability research for Domino's Pizza, examining their intranet site, Domino's Live (D-Live). We conducted several major studies: employee interviews, a comparative evaluation of competitive intranet sites, a heuristic evaluation, a survey, and usability tests. Additionally, we made an interaction map and developed user personas and scenarios.
Interviews and Personas/Scenarios
We conducted six interviews with employees from several areas of the company, including store managers and corporate employees. Our goal in conducting these interviews was both to learn about these participants' roles at Domino's as well as to learn about their interactions with Domino's Live. I conducted two of the interviews and took notes on others.
We took information from these interviews and used it to generate three user personas and accompanying scenarios. The persona that I made can be seen by clicking the image above (PDF).
For a comparative evaluation, we examined six competitive intranet sites, comparing them to D-Live in several key areas. Below is a comparison matrix assessing each of these sites across several areas. Red boxes indicate the feature is missing. Green boxes indicate the feature is present and well implemented. Orange boxes indicate the feature is present but marred by minor usability problems. (Because of not having access to Beehive, we did not rate the quality of these features.)
|Global search||Yes - hard |
|Section-specific search||Yes - confusing||Yes||No||Yes||No||No|
|Results identified by section||Yes - confusing||No||Yes||Yes||N/A||Yes|
|Results shown in unified list||No||No||Yes||Unknown||N/A||Yes|
|Able to view recent content||No||No||Yes||Yes||No||No|
|Web-based storage available||Yes - poorly organized||Yes||Yes||Unknown||No||Yes - hard |
|Web-based viewing available||No||No||Yes||Unknown||N/A||No|
|Web-based editing available||No||No||Yes||Unknown||N/A||No|
|Personal profile pages||No||No||Yes - Google||Yes||Yes - poorly organized||No|
|Personalized View of Content|
|Homepages can be personalized||No||No||Yes||Yes||Yes||No|
|Content reflects geo-location||No||No||No||No||Yes||Unknown|
|Able to customize layout||No||No||No||Yes||No||No|
Through several passes over the site, each team member examined D-Live on Jakob Nielsen's 10 usability heuristics. Following this process, we organized the heuristic findings into 11 key themes and ranked them in order of importance.
This study represented an important means of pulling together quantitative information about the site. My background at the Institute for Social Research, world-renowned for survey research, was of enormous benefit in developing and deploying this survey.
The survey was a brief online questionnaire built using Qualtrics. We put a link to the survey on the D-Live homepage. To reach non-users, our client contact at Domino's also sent a message to the company listserv. We received 813 responses, 75 of whom were non-users, more than enough for data gathering purpose.
My team and I conducted usability tests with five Domino's employees. Users came with varying levels of computer skill and experience using D-Live. Participants were asked to complete six tasks that mimicked actions users would typically perform on the site. Tests were conducted on location at two Domino's Pizza stores and at corporate headquarters. We recorded each test for future reference. I moderated two of the tests and took notes on the other three.
|Task 1||Task 2||Task 3||Task 4||Task 4b||Task 5|
|4/5 Comp||Avg: 1.7m||2/5 Comp||Avg: 3.5m||2/5 Comp||Avg: 3.7m||0/5 Comp||Avg: 3.7m||4/5 Comp||Avg: 3.2m||2/4 Comp||Avg: 2.8m|
The tests revealed a surprisingly consistent progression for navigating the site. Users tended to scan the homepage thoroughly when seeking information relevant to the tasks at hand. Subsequently, they attempted to use the search feature. When this resulted in failure, as it often did, users would look to the top-level navigation for clues about where to find the necessary information. While prior studies had already revealed much of users' interactions with these various sections of the site, that overall progression was not obvious.