01
PROJECT OVERVIEW
Improving conversion by making deals easier to understand.
Pizza Hut's Deals page was a high-traffic, revenue-driving experience, but customers struggled to understand and compare offers. As promotions expanded, inconsistent hierarchy and limited deal information made choosing an offer unnecessarily difficult.
Rather than pursuing a complete redesign, I identified an opportunity to improve the experience through focused, measurable changes to how deals were presented.
My Role
Led UX strategy and design, partnering with Product, Research, Merchandising, Engineering, and CRO to translate customer friction into a phased experimentation strategy.
Deals Page - Before
02
APPROACH & USER RESEARCH
Start with evidence, not assumptions.
Before designing anything, I synthesized existing heuristic evaluations, usability studies, and CRO findings to identify where customers were struggling.
Across the findings, one pattern stood out: customers often had to open individual deals just to understand what they included.
Customers repeatedly moved between the Deals Page and Deal Builder to understand what was included and compare offers.
03
THE CHALLENGE
Pressure to redesign everything.
Research pointed toward foundational usability improvements, but leadership and franchise stakeholders wanted a more ambitious redesign that would modernize the Deals experience and improve conversion.
I explored several directions, and though the concepts generated excitement, conversations with CRO partners surfaced a critical tradeoff: changing too many elements at once would make it difficult to isolate what was actually driving performance.
Bento Layout
Alternative ways to organize deals.
Carousel-Led Merchandising
More prominent featured deals and hierarchhy.
Dynamic Promotional Experience
Create a more expressive, campaign-driven Deals Page.
04
THE PIVOT
From a big redesign to a
phased experimentation strategy
Instead of choosing between a bold redesign and incremental improvements, I reframed the work as a phased AB experimentation strategy.
Each phase isolated one behavioral variable, allowing the team to learn what actually improved customer decision-making before layering in richer merchandising, branding, and personalization.
05
EXECUTION
Small component.
Significant impact.
Phase 1 started with the deal tile, improving information hierarchy, deal clarity, and price visibility before extending those principles across the page.
The result was a clearer approach to featured offers, browsing, and comparison.
Four directions. One winning experience.
I explored four layouts to test how hierarchy and browsing patterns influence deal discovery, then partnered with Product and CRO to bring them into experimentation.
Hypothesis
Clearer deal information would reduce exploratory clicks and improve conversion.
From design to experiment
Partnered with Product and CRO to align on test requirements, success metrics, and launch the experiment in Optimizely within two weeks.
Metrics Tested
CVR, CTR, RPV, AOV
06
RESULTS
Clearer deals. Measurable commercial impact.
The featured-first approach emerged as the winning direction, improving promotional hierarchy and making deal information easier to evaluate.
Before
Deal contents hidden until entering the builder
Repeated exploratory clicks to compare offers
Limited visual hierarchy
After
Deal summaries surfaced directly within each tile
Faster value comparison during browsing
Clearer promotional hierarchy
PHASE 1 EXPERIMENT RESULTS
Exploratory CTR
-0.76%
Fewer exploratory interactions indicated stronger decision confidence and less comparison effort.
Conversion Lift
+1.4%
Clearer deal comprehension translated into stronger downstream conversion.
Revenue per visitor
+0.86%
Customers generated more value despite spending less time exploring.
Average Order Value
-0.73%
High-value offers naturally attracted more attention, creating an opportunity to improve merchandising distribution in future iterations.
THE BIG PICTURE
Improving discovery created commercial value - without a full redesign.
Phase 1 demonstrated that improving the fundamentals of deal discovery could drive meaningful commercial impact. It also established a validated foundation for future experimentation across discovery, merchandising, and personalization.
07
WHAT'S NEXT
From clearer deals to smarter discovery.
Phase 1 proved that clarity improves decision confidence. The remaining roadmap focused on layering discovery, merchandising, and personalization without reintroducing cognitive load.
Foundation
Full browsing interface with easy deal comprehension.
Discovery
Focus on the deal categorization and easy and occasion selection.
Merchandising
Feature the promotional heroes, branding, expressive tags, and campaign cards.
Personalization
Show the recommendation modules and personalized offers.
08
reflection
Clarity changed behavior.
THINGS I BELIEVE NOW
Start smaller than you think.
The biggest improvements came from strengthening the smallest building block of the experience.
Measure customer behavior, not just clicks.
Metrics rarely tell the full story in isolation. Lower exploratory clicks initially appeared negative, but customer behavior revealed this was due to greater customer confidence and reduced decision friction.
Build systems, not screens.
The most valuable outcome wasn't a single winning interface, it was an experimentation framework the team could continue learning from.
