The marketing communication of Domino's Pizza about delivery time "30 minutes or it is free" is the biggest motivation to make an order for the customers. However, after the clicking on <<Complete Order>> button on online order system of Domino's Pizza, the countdown of 30 minutes was a blank page for the customers. The exact delivery time information is especially sensitive for the users in the case of football nights (the biggest occasions of DP), friends parties or movie nights.

1:1 in-depth interviews with 12 different personas were conducted to gather qualitative user data for mapping the delivery process on journey map. Some insights from this research study were sketched as mock-up and click-through prototype according to Gestalt Principles and user expectations. Afterwards, The 5 Sec Test, First Click Test and Usability Test methods were used for validation of the context design decisions in the research sessions with end-users. By the results of users' first impression, UI design is optimized before development stage with the agile approach.

During the UX research phase, one of the biggest user data source from customer relations of DP, complaint reports, were another input for design process. Some pain points of customers were about late delivery time, cold pizza and payment difficulties. Therefore, as a last stage of user experience, oder rate pages are designed to get feed backs at the moment of delivery, similarly with domestic benchmark brands Getir and BiTaksi.

Tracking the location of the delivery courier on the map and getting notifications about order stage make the experience better for users, obviously. In addition to quantitative user data from analytics tools, feed backs from the delivery moment about each order showed up some operational problems of DP to improve the current service design. It is also obvious that Service Design is another vital point for customers to have a better experience.