Domino’s
ZeroClick ™
iOS | Android
A fast-follow with a visual refresh, ZeroClick™ was an exercise in rapid iteration, in-hands testing and design integrated development.
Background
Domino’s US announced Zero Click ordering in April 2016 as part of their Anyware initiative. Opening the Zero Click app would initiate at 10 second countdown, at the end of which a preselected fast-favourite order would be placed.
Based on the positive media buzz around the app, DPE looked to implement its own version. Differences in ordering platforms ruled out licensing the existing app, so Domino’s ZeroClick would be a fast follow, looking to address concerns voiced by the US media around accidental ordering.
An iOS 10 era moratorium on skeuomorphic design, and a desire to be closer to the DPE version of the Domino’s brand meant that this would be a ground up redesign, based around the core conceit of the US app.
Design
Starting by user testing the US experience, I mapped out all relevant flows, integrating the new criteria from the DPE leadership.
The countdown animation in the US Zero Click app was fun, but flat. It was not interactive despite its visual representation as a knob. I wanted our countdown to be something the user could fiddle with, grab, pause and ultimately use as a control - because that was what it was.
Our timer wheel could be manually jogged forward, pressed on to hold, and scrolled backwards - a hidden feature that let the curious user not only go past the 10 second start point but beyond - changing the timer to 20, 30, 40 or even 60 seconds with the correct countdown time displaying.
As the DPE API didn’t allow orders to have names, views were added to allow the customer to check their order before placing it, and for confidence, a big stop button remained in the bottom right of the screen.
As the final three seconds ticked down, the ring and markers of the timer wheel would flash smoothly, acting as a warning before the order was placed.
To counteract fears of the app “butt dialling” pizza, or kids ordering dinner without permission, FaceID/TouchID was implemented as a day-one security feature.
Deployment
ZeroClick was announced at Domino’s Abacus tech conference on the 16th of June 2016. Shortly after it was rolled out to iOS, then Android in late September. It was praised in the media for being easy to use, highlighting differentiating security features, and clean, exciting design.
Though it had a relatively niche use case (customers had to have an account and a saved order and a saved payment method) downloads were strong, with the app seeing solid ordering numbers through the summer of 2016.