UX Research Study: - Plan

UX Research Study — Plan
● Title: Creating an ordering app for Zia’s Pizza
● Author: Cameron Coder, UX researcher at AppDesign Consulting.

Email: [email protected]
● Stakeholders: Zia’s Pizza customers, Zia’s Pizza CEO and CFO
● Date: 12/17/2020
● Project background: We’re creating a Zia’s Pizza app to attract and

Introduction retain customers in our online system. We noticed that our
competitors offer dedicated mobile apps for their customers to order
through, and they have been very successful. We want to create a
product that can compete in the market, improve sales, and increase
customer satisfaction.
● Research goals: We’d like to figure out what specific difficulties users
encounter when they try to complete the core tasks of the Zia’s Pizza
app: item selection, ordering, and in-app navigation.
● How long does it take for a user to select and order a pizza in the app?
● Are users able to successfully order the pizza that they want?
Primary ● What can we learn from the steps users took to order a pizza?
research
questions ● Are there any parts of the pizza ordering process where users are
getting stuck?
● Is the payment process easy for the customer?
● Time on task: how much time users spend ordering a pizza

● Conversion rates: how many pizzas customers are ordering
KPIs ● User error rates: how often users get stuck trying to order the pizza
they want
● System Usability Scale: a questionnaire to evaluate customer feedback
● Unmoderated usability study

● Location: United States, remote (participants will go through the
usability study in their own homes)
Methodology ● Date: Sessions will take place between January 15-22.
● 7 participants will order a pizza through the app. Each participant will
then complete a questionnaire on their experience.
● Each session will last for 25-30 minutes
● Participants are anyone who orders out at least once a week.
● Participants need to reside in metropolitan and suburban areas.
● Participants should be between 18 and 62.
● Participants should include a fairly even distribution of genders across
the spectrum and people with different abilities including:
Participants ○ 1 user of assistive technologies
○ 1 user with a visual impairment
○ 1 user with an auditory impairment
○ 1 user who isn’t fluent in English
● Incentive: a $25 electronic gift card to Zia’s upon completion of the
questionnaire.
Script ● Prompt 1: From the home screen, create a profile

○ Prompt 1 Follow-Up: How easy or difficult was it to create a
profile? Is there anything you would change about the process?
● Prompt 2: Start building a customized pizza

○ Prompt 2 Follow-Up: How easy or difficult was this task to
complete? Is there anything you would change about the
process of starting a pizza order?
● Prompt 3: Choose a topping to add to your pizza

○ Prompt 3 Follow-Up: How easy or difficult was the customization
process? Is there anything you would change?
● Prompt 4: Confirm your order and complete the checkout process

○ Prompt 4 Follow-Up: How easy or difficult was it to complete
your order? Is there anything you would change?
● Have the participant complete the System Usability Scale. Participants

are asked to score the following 10 items with one of five responses
that range from Strongly Agree to Strongly disagree:
○ I think that I would use this app frequently.

○ I found the app unnecessarily complex.
○ I thought the app was easy to use.
○ I think that I would need the support of a technical person to be
able to use this app.
○ I found the various functions in this app were well integrated.
○ I thought there was too much inconsistency in this app.
○ I would imagine that most people would learn to use this app
very quickly.
○ I found the app very cumbersome to use.
○ I felt very confident using the app.
○ I needed to learn a lot of things before I could get going with
this app.
○ I found the payment system frustrating.
○ I found the ordering process cumbersome.

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UX Research Study — Plan

● Title: Creating an ordering app for Zia’s Pizza

● Author: Cameron Coder, UX researcher at AppDesign Consulting.

● Stakeholders: Zia’s Pizza customers, Zia’s Pizza CEO and CFO

● Project background: We’re creating a Zia’s Pizza app to attract and

● Is the payment process easy for the customer?

● Time on task: how much time users spend ordering a pizza

● Unmoderated usability study

Script ● Prompt 1: From the home screen, create a profile

● Prompt 2: Start building a customized pizza

● Prompt 3: Choose a topping to add to your pizza

● Prompt 4: Confirm your order and complete the checkout process

● Have the participant complete the System Usability Scale. Participants

○ I think that I would use this app frequently.

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