Dominos is really a technology company, that just so happens to sell pizza.
Although their stores seem to be everywhere, more than 90% of their sales are online. In other words; they're basically an online pizza retailer.
And, whilst creating a case study praising their subtle UX brilliance (this one), I stumbled across a darker side of their empire.
Dominos (and Pizza Hut) use dark patterns, UX tricks and design psychology to overcharge customers.
Forget 'Big Pharma', I'll demonstrate how (and why) 'Big Pizza' do the following:
- 1. Use a 'Deal Wizard' to build trust
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- 2. Overwhelm you with vouchers
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- 3. Leverage UX psychology to change your behaviour
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- 4. Quietly overcharge you
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Get ready for a slice of deep UX analysis.
Case study
Written by Peter Ramsey
