2019/ WHAT'S WRONG WITH DOMINO'S PIZZA?

Hint: It's not the pizza.

Tools:

Online Ethnography

Thematic Analysis

Team:

Solo

Timeframe:

1 Day

The Brief:

"Analyse and trial as much of the service as is reasonably possible. Carry out an online ethnography to form a more complete picture of the service, and analyse your data to identify common issues that people experience when using the service."

I gathered over 100 individual reviews from sources like the Domino's Facebook community, Google Play app reviews and even Reddit (r/Australia). Combing through them, I identified common issues and affinity mapped them. (spoilers: there was a lot to talk about)

Then, I was able to have a solid overview of the service's key issues. All this was extracted within a day, without having access to company data or even speaking to an employee:

The Results:

From a dysfunctional app, to mistreatment of customer’s private data, Domino’s has an angry and frustrated customer base. I have broken the process down in a service map, outlining the most prominent difficulties that customers have experienced. The satisfaction colour scale is based on the count of individual complaints recorded in this stage.

Detailed map below: