Delivering Personalization within the Papa John’s App
Papa John’s struggled to keep up with tech-forward competitors in a consumer-driven category. They needed a partner that could fully understand their brand, innovate quickly, and create next-gen digital experiences that exceeded expectations.
Role: Design Lead Responsibilities: Product Design, Research, Prototyping,
Loyalty
The Challenge
Papa John’s in the midst of a rebrand wanted to overhaul its current stagnate loyalty experience. Competitors were now offering greater flexibility and personalization when it came to the loyalty experience. Punchh was selected as the platform to take them to the next level, but they needed our help designing an experience similar to how their app works today.
Research
Customers wanted features like partial redemption, bundling rewards and gifted offers. Based on feedback from app store reviews we knew that we especially wanted to highlight and provide better transparency regarding earning points and redeeming them. Our goal was to create a frictionless experience that is personalized and easy to use.
Persona
User Flow
Solution
We completely redesigned the loyalty experience utilizing the punch platform. From the rewards page a user now has the ability to track reward progress, select bonus offers and view reward history.
Because loyalty points now are converted into usable currency within the app called Papa Dough we needed to reconfigure how the checkout process worked. On the checkout page, users can now pay using Papa Dough, view and apply loyalty offers and see how many points an order will earn them.
Mix and Match
The Challenge
With a nearly endless amount of combinations it was impossible to create the perfect preset deal for everyone. The only way a user could get exactly everything thing they wanted was to add each item individually and pay full price. Some franchises tried to solve this by deliema by offering 20 different specials each slightly different, but this was a stopgap and Papa John’s knew they had to address this.
Opportunity
Create a new feature in their app that allows users to build their own deal by mixing and matching two or more items.
The Goals
Increase average basket sizes.
Improve deal conversion by making it simple and easy to add items.
Sell more higher percentage markup items aka sides, wings and deserts.