Pizza Hut wanted to gauge dine-in customer reception of digital ordering kiosks. My team conducted a field study with 2 tablet prototypes to test general customer reception and preference of different digital solutions.
This implementation focused on replicating Pizza Hut’s current paper order form. The idea of this direction was to provide a familiar experience in a digital platform. This implementation also allowed customers to see all options at once.
This direction was designed to be a dynamic, guided experience. The idea was to walk users through the ordering process and give them real-time visual updates as they customize their orders.
In general, our field study yielded interesting observations in how customers interacted with each digital solution. Prototype A was a faster ordering solution, but users tended to experience information overload and mild confusion. Prototype B was not as fast, but users valued the imagery and step-by-step guidance. Overall, customers preferred Prototype B.
In regards to overall customer reception, they were somewhat welcoming to the concept of dine-in digital ordering. However, customers also exercised a concern about the technology replacing human jobs. Some customers even valued human interaction over a digital interface.