User experience is a common phrase thrown around in the interactive world. It’s the process of understanding how a user will interact with the product and making sure that they are able to understand/navigate the system. What all to often is left out of this conversation is the f-word = fun.
Providing users with a fun interface yields higher returns and a better likelihood of word of mouth spreading across the social networks. A prime example of this is Domino’s ‘Build Your Own Pizza’ element. It was a fairly simple concept: you pick your crust + you pick your toppings and the pizza on the side shows the additions. The aspect of this UX experience that makes it work: it’s fun. You can play with various types of toppings until you achieve your masterpiece.
From a marketing stand point
This also falls into the growing trend of mass customization that has been continuing to pick up steam in the B2C arena. With customers making the choices, it is providing consumer buy in. What does this translate into:
- people are more likely to add more toppings with less concern over price, because they have a level of ownership
- people are going to be more likely to like their pizza, because they were part of the process
- customers are likely to be repeat customers, because the process was fun
Measuring the impact of fun in dollars has been fairly easy for Dominos. The now seasoned concept has taken them to the #4 online retailer position. In looking at the on-going trend, currently 20 to 25% of orders are coming in through the internet and those numbers are likely to continue as Domino’s indicates that customers who have ordered online, always order online. That’s an impressive ROI and an even more impressive example of brand loyalty.