Gamnification (waiting time revolution)
London, UK
People are not their best when they are hungryThis is a simple, human truth. When over 50,000 people are waiting for their 55,000+ pizza orders each week from Papa John’s, they want to simply know how quickly their order will arrive.
This “purgatory” of waiting for your pizza when you’re hungry can have emotional, irrational effects on the brand’s emotional connection with its consumers. Introducing a functional feature of being able to track your order can address this. Adding a feature that potentially distracts them from their hunger – or even to want to wait a few minutes longer – would be an incredible reversal of behaviour which can have surprising business benefits.
We had to invent a way to offer customers a superb experience in that emotional time.
Objective:
Increase the use of the app to order pizzas, generate more engagement with customers and get more customers.
Solution:
An original and fun gamnification solution, made up of three mini-games for the customer's most sensitive moment: while waiting for their pizza.
My work
1 - Customers and delivery team apps UX/UI.
2 - Gamnification on waiting (purgatory) time design.
3 - 3 Mini-games UX/UI.
Pizza Purgatory
We call the vacuum of waiting for your pizza “Pizza Purgatory”. While there is a functional need for the customer to track their order, there is an opportunity to use this time in an engaging way that builds a positive emotional association with this period of waiting, which can affect the brand relationship in an environment which is commoditised and broadly characterless.
You order a pizza and... the game starts!
1st stage: Preparing the order
The game begins once the order is confirmed and the order begins to be prepared.
While the order is being prepared in the pizzeria, the customer plays to collect ingredients with his pizza that fall faster and faster. Watch out for some explosive ingredients that can make you lose.
This mini-game ends automatically when the order is ready to cook in the tracking system and leaves the customer with a score.
While the order is being prepared in the pizzeria, the customer plays to collect ingredients with his pizza that fall faster and faster. Watch out for some explosive ingredients that can make you lose.
This mini-game ends automatically when the order is ready to cook in the tracking system and leaves the customer with a score.
2nd stage: Pizza bakery
While the pizza is baking, a Pac-Man game automatically begins. The user sneaks into the kitchen and must eat as many pizzas as possible while their real one is cooking.
This mini-game ends when the order is cooked and ready to be delivered and the score obtained is added to the score of the first mini-game.
This mini-game ends when the order is cooked and ready to be delivered and the score obtained is added to the score of the first mini-game.
3rd stage: Delivery time
While the pizza is being delivered, the customer plays a mini-game of running the motorcycle and catching pizzas with obstacles that can make them lose.
This mini-game ends automatically when the order is delivered and the score obtained is added to the score of the first two mini-games giving a final score.
That final score goes to a ranking system with prizes of all kinds. From discounts, free pizzas to trips to Italy or New York to discover the best pizzas in the world.
This mini-game ends automatically when the order is delivered and the score obtained is added to the score of the first two mini-games giving a final score.
That final score goes to a ranking system with prizes of all kinds. From discounts, free pizzas to trips to Italy or New York to discover the best pizzas in the world.
If you like to know more about these works, let me know here. I will be happy to share with you more details!
