Domino’s Pizza
A strategic UX overhaul that transformed a major food delivery app. See how our redesign improved task success, user satisfaction, and app ratings.
Platform: Mobile (iOS/Android)
Industry: Food Delivery & E‑Commerce
The Mission
To significantly improve the poor user experience and performance of an existing mobile app for a major food delivery company. The app suffered from critical usability issues, as evidenced by its low initial scores in key areas such as a 60% task success rate, a 32.5 System Usability Scale (SUS) score, and a 2 Net Promoter Score (NPS). The task was to conduct a comprehensive UX audit and create a proactive redesign proposal that could directly address these pain points, showcasing how a strategic overhaul could substantially improve usability and user satisfaction on a high-volume platform.
The Solution
A proactive redesign of the Domino’s Australia mobile app to showcase 10x Labs’s UX research and design capabilities. The team conducted user interviews, heuristic evaluation and competitor analysis, then created wireframes and high‑fidelity prototypes using UX research and prototyping tools.
The Outcome
The proposed redesign significantly improved usability metrics. In 10x Labs’s case study, time‑on‑task improved from 58% to 82%, task success rate increased from 60% to 100%, the System Usability Scale (SUS) score rose from 32.5 to 88.6 and the Net Promoter Score (NPS) improved from 2 to 9.
In a later QSR brand overhaul (Domino’s) delivered by 10x Labs, the rebuilt native mobile app processed more than 1 million orders per month and cut order placement time by 35%. Crash‑free sessions increased to 99.8%, the app’s load time was reduced by 40%, average rating improved to 4.7 stars (up from ~3), and release cycles were shortened from three weeks to one week while maintaining PCI‑DSS compliant payments.