Pizza Hut Vietnam
Fifty user interviews before touching a single screen, then an end-to-end e-commerce redesign that moved sales 15% by helping customers find what they already wanted.
Jump to outcomes & impactProblem & research background
Pizza Hut Vietnam is one of the country's most-used F&B platforms, and I owned the full digital customer experience for it: from foundational research through production and ongoing post-launch optimization across the complete customer lifecycle.
The starting point was research, not a redesign brief. I conducted 50 structured user interviews before any screen was reworked, alongside ongoing usability testing and behavioral analytics to find where customers were actually losing interest in the checkout and discovery flow.
My role, process & key decisions
My role & process
- Research: 50 structured user interviews, plus ongoing usability testing and behavioral analytics, to identify friction points across the customer journey.
- Redesign: reworked end-to-end e-commerce user journeys, with a specific focus on checkout flows, navigation, and personalization features.
- Iteration: kept iterating on high-impact improvements in close partnership with engineering and marketing, rather than treating the redesign as a single shipped event.
- Cross-functional alignment: collaborated with engineering, marketing, and brand leadership to keep the digital product strategy aligned with business objectives and brand consistency.
Key design decisions
- Human-centered design across the full lifecycle, from wireframing and interaction design through responsive UI delivery and post-launch performance tracking, so every decision could be traced back to a validated user need instead of a stakeholder preference.
- Personalized product recommendations, informed by continuous customer feedback analysis, aimed at increasing cross-sell engagement without resorting to pressure tactics or dark patterns.
- Growth without manipulation: the redesign was built around removing friction and helping customers find what they wanted, not around funneling them into decisions they'd regret. The 15% uplift is the result of that choice, not despite it.
Artifacts & evidence
How this page is styled
This flow is a generic reconstruction of an F&B ordering journey built to visualise those named focus areas, not a recreation of Pizza Hut Vietnam's confidential UI.
User Flow: Pizza Hut Vietnam
Outcomes & impact
| Metric | Result | Source |
|---|---|---|
| Sales uplift | +15% | Redesigned e-commerce journey |
| Structured user interviews | 50 | Pre-redesign research base |
The uplift came from reducing friction and improving personalization, validated through continuous behavioral analytics and customer feedback rather than assumed at launch and left unchecked.