Case Studies


Tonic3 has a chance to partner with the Pizza Hut UX & Loyalty teams to form a strategic plan for improving the overall experience of the loyalty program.


  • TEAM
  • 1 Program Manager
  • 2 UI/UX Designers
  • User Research
  • Rapid prototyping
  • Time-on-task, eye tracking and other testing
  • A/B testing
  • UX Design system development
  • 1 year


Analyze Checkout flows

This project was kicked off with an extensive analysis of competing checkout flows as they relate to acquisition of new loyalty members. After some rapid design iteration, we then worked with the Pizza Hut research team in testing a new checkout path against the existing one. This test confirmed that the new flow reduced time on task by ~40%, with 100% of users preferring the new design.

Our Work

Improved Landing Page

Having partnered with the Pizza Hut UX & Loyalty teams, Tonic3 was able to deliver a landing page that is now live on the site as well as providing high fidelity prototypes for 16 unique checkout flow scenarios. Development is underway and on target for release in Q2 2019.

About Pizza Hut

Pizza Hut is an American restaurant chain and international franchise founded in 1958 by Dan and Frank Carney. The company is known for its Italian-American cuisine menu, including pizza and pasta, as well as side dishes and desserts.

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