Sara Elizabeth Tinnick

Kent State University | June 2018

Clarity of Page

Can a user easily navigate the Papa John’s home page to order a pizza when entering from a Google Search? Is it unclear what a user must do to order a pizza?


Are there too many choices for the user when they begin their online order? Does the page inundate the user with information?

Account Management

Should users sign in or create an account before checkout? Are users utilizing the guest option? Where is the balance between guest usage and account creation?

Combo Orders

How easily can users order combination pizzas, for example: half pepperoni and half sausage? Do users understand the process to create a combo order?

New vs. Experienced

How does the site function for customers who are new to the Papa John’s website? How to experienced users navigate and utilize the Papa John's website?

Demographic Impact

Do demographic variables impact customers’ experience using the site? What impact does frequency of computer or Internet usage have on ordering success?


Computer Skills
  • Advanced skills
  • Over 1 hr per day
  • Over 4 days per week
Online Ordering
  • Orders food online
  • Use of Papa John's site
  • Use of 3rd party ordering
Complex Orders
  • Combo orders
  • Non-pizza orders
  • Dietary concerns

Screening Questions & Rationale

1. What is your age group?
In the project guide, questions have been raised about the usability and it’s correlation to age.
Screen out:
Under 18 – may not have enough computer experience or meet the necessary age requirement for Papa Johns. Ordering with a credit card would be difficult. Papa John’s Terms & Conditions state: “The Platform sells products to adults, who can purchase with a credit card. If you are under 13, you may browse the Platform but you may not register an account, purchase goods or participate in any offers or promotions.”

2. How often do you use a computer for over an hour per day?
This question is to gauge expertise.
Earlier iterations included: What is your expertise level in regard to computer usage? This question, however, relies on self-classification and may not be reliable. How many hours per day do you use a computer was also considered, however the answer is also difficult to gauge because “computer” means a variety of things today: mobile phones, tables, smartwatches, even refrigerator doors. The specific wording of the question, particular “for over an hour,” will help to screen out people who only check their email and do not return their devices.
Screen out:
Never, Less than once a week, or 2 or 3 times a week

3. What device(s) do you use to browse the Internet?
The study is focused on the web version of the Papa John’s website only. Participants with multiple device choices, especially PC and Mac choices selected are preferred.
Screen out: Mobile only

4. Do you order food for takeout or delivery online?
This question is to gauge relevant experience with online ordering.
Participant who have ordered food online may have more experience with the online ordering process.
Screen out:
Users who do not order food online

5. Have you utilized popular food ordering systems?
This question is to gauge relevant experience with online ordering. Participants who have used these methods may be far more comfortable with the online ordering system. The familiarity may indicate advanced user skills.

6. How often do you order pizza?
This question is to gauge consumer motivation.
Participants who rarely order pizza will be screened out. While their insights may be valuable, they may not go through the whole process to order a pizza. They may find the task arduous and with little reward for their efforts. Creating an account with Papa John’s may not be a goal for these users.
Screen out: Never or Once a month

7. For what occasions do you order pizza?
This question is to gather information about user behavior and motivation.
Although participants who do not order pizza should be screened out prior to this question, this will ensure unqualified participants do not move forward in the testing. Participants who order regularly may provide information about repetitive ordering habits while participants who order large orders for meetings, schools, or other large events may provide data about more complex orders.

8. How do you order pizza?
This question is to gather information about user behavior and motivation.
Participants who utilize websites will be given preference. Those who telephone orders may be persuaded to utilize the restaurant’s online ordering system.

9. Do you have any dietary restrictions which require special attention?
This question is to assess the costumer’s need for custom orders.
Papa John’s offers gluten free options, along with the ability to customize sauce type, amount of cheese, and other options which may be relevant to these participants. Their needs may represent a group of users who have unfulfilled needs when ordering food. Allergies and restrictions can cause a significant amount of stress, and having an online system which addresses these issues can be very helpful. The user may be confident their order was recorded properly. Note: Adding “If so, explain” to the question was considered, however there is concern about privacy issues.

10. How often do you order complex or customized pizzas?
This question is to assess the customer’s need for custom orders.
Preference will be given to some participants who will utilize the Create Your Own feature, specifically ones who create combo pizzas with toppings only on one side. These participants will be able to provide data to stakeholders about the ease-of-use concerning this feature.

Tasks & Scenarios

Google Search

Guest Orders

NFL Deals

Dietary Restrictions

Combo Deals

Custom Pizzas

load more