Deals Experience
I REDESIGNED PIZZA HUT’S DEALS EXPERIENCE TO IMPROVE DEAL COMPREHENSION, PROMOTIONAL DISCOVERY, AND CONVERSION THROUGH PHASED EXPERIMENTATION.
Role
Senior Product Designer
Project Impact
$7.5M - $11.3M
Timeline
6 months
A revenue-critical surface losing clarity at scale.
The Deals page drives millions of visits and has a direct impact on conversion. As promotional volume grew, the experience became harder to navigate and compare.
Promotions blended together visually
High cognitive effort was required
Fewer high-value discoveries and comparison
INITIAL apPlauSE RESEARCH
Usability research changed the direction. Usability testing revealed the core issue wasn’t just visual expression. Users had to open deals just to understand basic value.
The issue wasn’t visual expression. It was deal comprehension. Good visuals need a strong foundation. Comprehensible value first. Beautiful experience next.
I explored broadly, starting with bigger visual and layout directions.
I initially explored more expressive layouts and merchandising moments, assuming stronger visual treatment would increase engagement.
Usability research changed the direction - it revealed the core issue wasn’t just visual expression. Users had to open deals just to understand basic value.
Instead of jumping to a full redesign, I proposed a phased A/B experimentation roadmap to isolate what drives better deal comprehension and evolve the experience over time.
I started with hierarchy, clarity, and comprehension.
Before introducing personalization or more expressive merchandising moments, I focused on improving the foundational browsing experience.
Explored 8 concepts across hierarchy, scanning behavior, and layout structure.
Narrowed into 4 strategic directions through usability testing.
Held back expressive branding and photography to isolate structural behavior during the rebrand transition.
Key Change: One-line deal summaries directly within each tile to help with comprehension.
The winning variant proved fewer clicks didn’t mean lower engagement.
Users were making decisions more intentionally.
While exploratory CTR declined, downstream conversion performance improved across the winning experience.
Users no longer needed repeated exploratory clicks to understand value.
Surfacing pricing, hierarchy, and deal contents earlier reduced low-intent exploration and improved selection confidence before entering the builder.
Featured-first layouts consistently outperformed carousel-led discovery patterns.
-.76% Exploratory CTR
This project changed how I think about optimization.
The original pressure was to create a louder, more expressive deals experience.
But the strongest behavioral signal came from restraint.
Users didn’t need more merchandising.
They needed to understand value faster.
By surfacing hierarchy, pricing, and deal contents earlier in the browsing experience, the system reduced exploratory friction and improved decision quality at scale.
The breakthrough wasn’t visual novelty.
It was transforming the deals page from a promotional surface into a behavioral decision-making system designed for long-term adaptability.