You’ve probably heard how Dominos Pizza did something revolutionary in actually listening to customers who said their pizza tasted like cardboard. Dominos admitted their challenges, made a whole bunch of changes, and now are actually doing really well (see, customer research actually works!).
They have a pretty spiffy app that lets you quickly order pizza. I was hungry, only had a few minutes, and was only a few blocks from Dominos, so I downloaded the app and ordered a pizza.
For the most part, it was a really good experience. It’s easy to browse the coupons and menu, to build a pizza, and to start the checkout process. But that’s where it started going downhill.
I got to the screen where the app asked for my personal info. I filled it out, then noticed that I could create an account – I couldn’t remember if I already had one, so I decided to go ahead and do that.
[Side note – the way this is presented makes it look like an option that you would check off and presumably complete later. Not the case – you’re taken right to the account process. That’s a poor use of a checkbox control.]
I had to enter extra info – confirming my email address and a password. Now, at least it was easy to do that. Dominos is using HTML5 keyboards and autocomplete for keyboard shortcuts and all that good stuff.
But I went through all of that and *then* it told me I already had an account. Why couldn’t it check my email address as soon as I tapped the account button?
And why doesn’t the error message give me the opportunity to log in?
Problem number 2 arose when I got to entering my credit card. They use HTML5 keyboard types to show me a nice numeric keypad to enter the credit card number and security code…
… and then go and make the expiry date a stupid slider!
And not just a single compound slider. No, no, that would be too easy. Two separate sliders. With no way to move between them except to tap the “Done” button and then open the year.
Oh, and did I mention that even if you choose “01 – Jan” (in December, 2014), the year does not automatically start at 2015? It’s the little things that can make a big difference.
I’m mostly willing to forgive them, because they have a cool food tracker. But when they’ve clearly invested a fair amount into a good ordering app, why not go that little bit further and make it an awesome ordering app?