Experience:
Dynamic Pricing Feature
Dynamic Pricing Feature: Empowering users to customize and upgrade with clarity
Background
Company:
Pizza Hut
Role:
Assoc. Manager, UX Design Strategy
Internal Collaborators:
UX Research
Product
Merchandising
Engineering
Analytics
Overview & Objectives:
With dynamic pricing, we had an opportunity to modernize our deal flows by making costs easier to understand and upgrade paths more approachable. The goal was to increase transparency, highlight upgrade value, and help users build deals with confidence.
Scope of Responsibility:
As Design Manager, I defined the design strategy, aligned cross-functional teams, oversaw delivery and timelines, and led UX QA for the final production experience.
Tools:
Figma
Fullstory
Confluence
Jira
Problem Statement:
Users customizing deals lacked a clear way to see how their choices impacted final pricing,
often leading to surprise costs at checkout. This caused frustration, drop-offs, and eroded trust
in the experience. Introducing real-time pricing transparency will help users build deals with
clarity and confidence, making upgrades feel informed and increasing conversion potential.
Competitive Study:
Study Context
- Participants: 5 users (ages 20–50), recent pizza e-comm customers
- Method: 1:1 interviews with randomized flows through Pizza Hut and competitor websites
User Feedback:
- They want clear pricing throughout their ordering to make informed decisions and control spend
- Hidden pricing caused frustration and backtracking
- Aggregator apps (DoorDash, Grubhub, UberEats) were mentioned as examples of pricing clarity done right
Experience Audit:
Current State:
“Starting at” Pricing on Deal Tile:
Base price is displayed upfront within the deal page
Base price is displayed upfront within the deal page
No Reflection of Price Based on Upgrades Made:
No indication of upcharges that have been incurred along the build path and no updated price displayed in builder
No indication of upcharges that have been incurred along the build path and no updated price displayed in builder
Sticker Shock in Cart:
Users reached the cart and were surprised by the final price, turning what was meant to be a point of confirmation into a moment of confusion
Users reached the cart and were surprised by the final price, turning what was meant to be a point of confirmation into a moment of confusion
Define Primary Design Goals
1. Increase Price Transparency:
Help users understand how their choices impact total cost in real time, building trust from the start.
2. Empower Informed Upgrades:
Show upgrade costs clearly, helping users make upgrade choices without surprises
3. Reduce Cart & Checkout Drop-off:
Set price expectations early so users don’t get caught off guard in the cart
Design Solutions & Execution:
Keeping in mind our primary design goals, we aligned upon embedded price transparency throughout the ordering flow through: showing “starting at” prices early, dynamically updating totals with each selection, and clearly labeling upgrade costs. Real-time pricing was surfaced thoughtfully, ensuring users stayed informed without feeling nickel-and-dimed.
Deals Page
Retained “Starting at” pricing on the initial deal tile, setting user’s expectations early
Deal Builder Anchor
Carried the “Starting at” pricing into the deal anchor page to serve as a static reminder of the base price of their chosen deal
Added a brand new dynamic price placement alongside the CTA so that users can track price updates as they build & upgrade
Recipe Selection
Reinforced the subhead language to ensure that recipes are clearly presented as upgrades
Upgrade price badges added to all pizzas that fall outside of the base deal inclusion
Pizza Builder
Additional topping cost added above the topping section in the pizza builder
Upon adding any toppings above the base inclusion, an upcharge is reflected alongside the CTA within the pizza builder
Side Selection
Upcharge badges added to premium items across all non-pizza item selection pages
Deal Anchor Completed
Upon completing their deal build, users will see their all-in deal price before adding to cart
Launch Completion: November 2024
Post-Launch Impact:
Triple Treat Box:
A yearly staple offered for a limited time during the holiday season
A yearly staple offered for a limited time during the holiday season
Conversion Rate Increase: +12%
Average Guest Check Increase: +$2-3
Big Dinner Box with Traditional Wings:
A long-standing National deal
A long-standing National deal
Conversion Rate Increase: +6%