Zero Contact™
Pick Up & Delivery
iOS | Android | Web
Working under extreme deadlines with a rapidly evolving global crisis, I partnered with multiple internal and external stakeholders to introduce user flows and processes that allowed the business to continue to trade while retaining customer trust.
Research
As a global business operating across 13 markets, Domino’s had to react quickly to the unexpected and rapid spread of Covid-19 in late 2019.
As DPE’s Asian markets began to feel the pressure of swelling case numbers and rapidly introduced sweeping public safety measures, the business had to act quickly to put together processes to keep customer trust, ensure employee safety, and continue to safely operate during this period of heightened risk.
I was part of the Domino’s global Covid-19 working group, meeting twice daily during this period.
Multiple approaches for customer communications were produced during this time, alongside an evolving understanding of what requirements would be, both legally, logistically, and what was realistically implementable with tight timeframes.
Design
In consultation with government stakeholders, it was decided that stores would implement social distancing, and where possible move customer pick up outside, with no direct contact between employees and customers.
For delivery, a no-touch approach would be adopted, with products being left on an additional “safety” box to prevent floor contact. In Asian markets, a small stool was used to accomplish the same effect - retrieved once the customer had collected their meal.
Several customer-facing names were proposed for this approach, with business choosing to adopt Zero Contact™ as the brand.
Given the time constraints no external agency was contracted for collateral - instead I created all brand and marketing materials for this project.
The approach was built around a new key considerations - the business wanted to emphasise the “no hands” element of the delivery process, but I was concerned around using a standard hand icon that could be misconstrued as “stop” - which might instinctively deter a customer from ordering.
The solution was to incorporate the musculature of the thumb - this clearly differentiated and humanised the design from the traditional, flat “stop” hand. At the same time the decision was made to not encircle or frame the icon - reducing complexity and staying away from the language of stop signs. Instead a single line of the same weight cleanly bisected the hand - with continuity on the lower half so as not to “split” the hand.
This included all physical, instructive print, both employee and customer facing, digital touchpoints throughout the ordering platform, explainer microsite and integrations. I then supervised the translation of these assets for all markets, leading with Japan, France and Germany.
Once deployed globally, I handed comprehensive branding assets off to our media creative agency for extension into an animated TVC/Mobile Video campaign.
Deployment
Zero Contact™ was a huge success for Domino’s, deployed extremely early in the pandemic and largely duplicated by our competition - including larger rivals - right down to branding.
Due to the comprehensive and clear nature of the implementation, and the consultative and evolving process we deployed, the business was allowed to continue to operate in all markets without shutdown (excluding a brief period in New Zealand), providing a service to customers throughout the darkest days of the pandemic - including during lockdowns.
Sales grew by over 12% globally, with markets where restrictions were tightest - such as Japan - seeing enormous sales growth of 29%. This was a testament to the value of clear communication and customer trust.
Crucial to maintaining customer trust and showing a business commitment to doing the right thing with the best of intentions under extreme pressure, and I remain extremely proud of the work we delivered under the tightest of deadlines.
