how might a Domino’s driver app improve the delivery experience for drivers, managers, and customers?
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In 2018 Domino’s built their first ever driver app, but early test market data revealed that fewer than 20% of drivers were using it to make deliveries. Before attempting to roll it out nationally, Domino’s brought in Conifer Research to understand how the usability of the app was impacting the delivery process.
ROLE
I worked as a researcher on a team of two alongside Conifer’s managing director. Domino’s own strategy and insights team members were also involved throughout the process. My responsibilities included identifying appropriate methodologies, writing research protocols, leading in-person interviews & focus groups, and synthesizing the insights. Along with delivering a summary deck and video collection, I facilitated a client workshop to activate the findings and drive internal decision making.
APPROACH
For this six-week project we undertook a week of field research in the Phoenix market with drivers, managers, and customers. Our methodologies included three driver discussion groups; ride-alongs with drivers for in-context observation and usability testing of the driver app; in-store interviews with store managers; and in-home interviews with customers placing and receiving a live order on dominos.com.
IMPACT
As a result of this project, the national roll out of the driver app was put on hold while the pain points were addressed. Our deck eventually caught the attention of the Domino’s CEO, who used our insights to call out priority areas for action.