Dunkin' NZ

When I first came across the Dunkin’ New Zealand website, it didn’t quite match what I expected from a well-known brand. Low-quality images, poor design choices, and an overall lack of polish gave off a spammy, untrustworthy vibe.

The option to order online was also not obvious enough as it wasn’t given much emphasis. This is a major missed opportunity at a time when users expect quick, convenient access to online shopping. On top of that, there was no delivery option available directly through the website, which further limited convenience and flexibility.

This sparked the idea to explore how the site could be improved—not just to look better, but to work better too.

This project was completed as part of my studies at Yoobee and is showcased in my portfolio with permission from Dunkin' NZ.

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Taking a closer look at the Dunkin' NZ website

Analysing the Dunkin' NZ website more closely, here are all the issues I encountered:

Homepage

• On desktop, while there is a link at the top nav to order online, there was very little focus in this functionality. Poor quality images and videos that were heroed in the viewport did not add value or entice users to order. There were more mentions about ordering online only after you scroll further down the page.
• When on mobile, it is not clear that you can order online. You need to tap on the hamburger menu or scroll further down the page before you can realise you can order online.

Product category page

• On desktop, space is not used very effectively. The grid display of products is too narrow and there is a lot of blank spaces on the sides as well as at the bottom of the pages, resulting in unnecessary scroll.
• When clicking on a product on desktop, an empty black screen would load. I later realised that this is a black overlay for a modal that you only see when you scroll further down the page.
• On mobile, it was hard to navigate between categories and products, as you always only had the option to go back to the previous page you came from.

Product page

• When choosing a donut flavour, you can only choose by name. This may be difficult for users who rely on 'looks' to decide which flavour to get.

Checkout page

• On checkout, the user is forced to sign up for an account. Dunkin’ NZ may lose potential sales from users who may not necessarily want to create an account and just want to quickly order and check out as a guest.
• On mobile, there was only an option to 'Sign up' when checking out, and had no 'Sign in' option for users who may already have an existing account.
• There is a missed opportunity to recommend other products that users might be interested in buying before completing checkout / payment. e.g. a "You may also like" feature

Stores page

• Text is hard to read against an image background
• There is also a missed opportunity to be able to click to 'order from this shop' after each store detail, to allow for easier ordering from a specific store branch.

Gift card purchase and other pages

• Gift card purchase is completely separated from the online shop.
• The gift card page, along with the Careers page, Contact Us page and FAQ page are also only accessible on the desktop site.

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Competitors

I also had a look at competitors' websites and here are some observations:

• The Krispy Kreme NZ website looks very professional and the brand is applied well. You can order for both pick up and delivery through their website. You can also complete an order without having to log in or create an account. However, the online ordering system can be a bit confusing. When you click to order for "Click & collect" or "Home delivery" you are given instructions with screenshots but users might not be bothered to read them. It should just be intuitive, and allow you to shop effortlessly without needing how-to's. There also seems to be different shopping platforms within the site. Eg. "Shop by Doughnuts" uses a different platform to "Same day Pick up" which can be confusing to the users. "Same day Pick up" also requires you to create an account to complete the order.
• The Grownup Donuts website also allowed people to order online for both pick up and delivery. While the brand is well presented on the website, the text and font choice may be hard to read for some users.
• While the Southern Maid Donuts was more aesthetically pleasing than the Dunkin' NZ site, it is also quite outdated and not mobile friendly. Online ordering was also not working.

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Inspirations

In addition to competitors, I also had a look at other online shopping platforms for inspirations:

• Uber Eats - Different forms of navigating for different types of users
  When shopping online, users either browse to see what they want, or they already know what they’re after. Uber Eats successfully caters for both use cases in that when they go to a store’s menu, everything is already in one page and ‘browsers’ just need to scroll down. However if users did want to jump to specific sections of the menu, they also have a navigation at the top that they can swipe left and right.
• The Warehouse / Kmart - Ability to check out as guest
  The Warehouse and Kmart are examples of e-commerce websites that allow users to check out as guest. Sometimes, users don’t necessarily want to create an account in order to buy something. This avoids potential loss of sales.
• Hell Pizza & Domino’s - Pick-up & delivery feature, real time delivery tracking & promotions showcase
  For both websites, it is easy and straightforward to choose whether to order for pick-up and delivery. Real time delivery tracking is also a great feature. Both websites showcase products and promotions very well.

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User research

After recruiting and observing a few participants use the website as well as conducting interviews and surveys, here are the insights I gathered:

• Only 1 in 6 knew online shop ordering existed in the Dunkin’ NZ website
• 2/6 find the homepage images and videos too overwhelming
• 5/6 found the Dunkin’ NZ website confusing and rated their overall experience using it as poor.
• Half of the people thought the Dunkin’ NZ website looked fake and did not trust it
• All participants experienced some form of difficulty trying to order online
  
  • 5/6 found what they were looking for, but took a while and had difficulty
  • 5/6 thinks the guest checkout feature is important. 1/6 thought it’s handy but don’t mind logging in or creating an account. Note that this user uses Lastpass, which remembers your password and lets you log in easily.
  • All participants said trying to select donut flavours was hard without seeing how the donut looked like.
• Although we had equal amounts of desktop, tablet & mobile users for the observation part, survey found that most users use mobile when ordering food online (50% mobile, 33% desktop, 17% desktop and mobile)
• All participants said they will order through the Dunkin' NZ website over Uber Eats and similar services, if the website allowed to order for delivery and also if it means they can save money from extra fees.

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Personas

Based on user research, I created 3 different personas:

• Jake, the delivery-reliant student - doesn't own a car so relies heavily on food delivery services
• Samantha, the time-strapped professional - likes to save time by ordering online and prefers a fast, hassle-free guest checkout
• Shane, the security-conscious dad - hesitant to order online unless the site feels secure and trust-worthy

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Problem statement

The Dunkin’ NZ website doesn’t feel modern or trustworthy. The design looks outdated, it's buggy, and overall it lacks the polish that gives users confidence when ordering online. It's also not immediately clear that you can order online, and online orders are also only available for pick-up but not delivery. In contrast, its competitors offer both.

Additionally, there is no option to check out as a guest, so people are forced to create an account just to place a quick order. For users who are in a rush, skeptical about online security or just want convenience, ordering online through the Dunkin' NZ website is more of a hassle than it should be.

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Opportunities

There’s a clear opportunity to rebuild user trust and increase engagement by transforming the Dunkin’ NZ website into a purpose-built online ordering platform. This means updating the design to feel more modern and trustworthy, improving site performance, and making it easier for users to find and complete an order.

Key areas of opportunity include:

1. Redesign the website - center it around an online shopping experience and improve the layout and visuals to help users feel more confident in placing an order
2. Add a delivery option - having a delivery option directly through the site instead of relying on third-party services like Uber Eats would improve convenience and expand the customer base
3. Enable guest checkout - to support fast, friction-free ordering, especially for one-time or casual users who prefer not to create an account
4. Improve navigation - so users can more easily browse and find products without confusion or unnecessary clicks.
5. Add product images of flavours - to support quicker decision-making and make the shopping experience more engaging
6. Add smart product suggestions - eg. "You may also like" before checkout, to help increase order value and encourage add-ons

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Ideation & high-fidelity designs

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Closer look at the design

An intuitive, on-brand interface centered on online ordering

With the new homepage design, the experience is purposefully structured like an online shop, putting online ordering front and center. This updated direction makes it immediately clear to customers that they can place an order quickly and easily, without having to navigate through corporate content or brand storytelling. It reflects the kind of experience users increasingly expect when visiting a modern food or beverage site — simple, fast, and focused on ordering. By prioritising functionality while staying true to Dunkin’s bold, energetic identity, the new interface creates a more seamless and conversion-focused experience.

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Improved navigation and content architecture for better findability

With the introduction of a new swipeable top navigation bar focused specifically on online ordering, the site provides users with quick and easy access to the different product categories. This navigation remains fixed at the top of the viewport as users scroll, ensuring a smoother and more efficient browsing experience. Meanwhile, secondary pages not directly related to online ordering are housed within the hamburger menu to reduce clutter and maintain a clear focus on the primary task of online ordering. Additionally, I reorganised the product categories for improved findability — Munchkins, Fancies, and Packs are now more prominently surfaced, whereas they were all previously grouped under the Donuts category.

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Enhancing flavour selection with imagery

The addition of images next to flavour names sets clearer expectations, allowing users to quickly identify and choose their favourites. This visual touch enhances both clarity and excitement, streamlining the decision-making process.

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Guest checkout for easier online ordering

To simplify online ordering, a guest checkout option was also added. Previously, users had to log in or create an account, adding extra steps. Now, one-time, casual, or time-pressed customers can place orders quickly without an account, streamlining the experience and speeding up the checkout process.

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Enhancing order value with pre-checkout recommendations

To encourage additional purchases, I introduced a 'Would you also like to add' just before checkout. It’s a subtle, user-friendly way to boost engagement and drive more value from each order.

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Delivery option for a more convenient ordering experience

To give customers more flexibility and convenience, a delivery option was also added directly within the ordering flow. Allowing users to choose between pickup or delivery makes ordering more seamless and tailored to their needs. By making delivery more accessible, we meet users where they are, whether they’re ordering from home or elsewhere.

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User testing feedback

User testing confirmed that the new website offers a more intuitive experience for browsing and placing orders. Participants highlighted the prominent homepage banner promoting discounts as a welcome feature. The addition of flavour imagery helped support decision-making, while guest checkout and having a delivery option made the process feel quicker and more convenient. When asked to compare the two versions, all users expressed a clear preference for the new experience.

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Final thoughts

Overall, I’m really happy with the outcome of this project. The improvements I made significantly enhanced the user experience, making the site easier to navigate and more intuitive to use, which I believe will have a positive impact on conversions for the business. While this was a student project and not a real-world implementation, it provided me with an excellent introduction to UX design. Conducting primary research was a key part of this process, allowing me to gather valuable insights directly from users and better understand their needs and pain points. Coming from a visual design background, this project allowed me to apply my UI skills in a more user-centered context, deepening my understanding of UX principles.