Domino's Pizza

A self-initiated project with the goal to improve Dominos’ pizza ordering experience on mobile.

Tools Used

One day, I got hungry and decided to order pizza from Domino's. I was too lazy to open my laptop and order through the website, so I pulled up my phone and after only a few taps, I downloaded their app. As a designer, I couldn’t help but notice quite a few UX problems in the app.

Don’t get me wrong, I think Domino’s has one of the best user experiences in the realm of pizza restaurants, especially their desktop website. My favourite feature is the “Pizza Tracker” and the “Virtual Pizza Builder”.

But for the mobile app, it seems like Domino’s just copied and pasted the whole website into the mobile app. The same button styles, the same form fields, the same text sizes. What was meant for desktop is now jammed into a tiny screen.

Domino's Pizza Mobile App Design - Simon Shen Design

The Problem

The Goal

How I solved it

  1. Collapsing menu items into one screen. (Less taps, shorter time to complete task)
  2. Collapsing preference selection into one screen. (Less taps, shorter time to complete task)
Domino's Pizza Mobile App Design - Simon Shen Design

Domino’s existing task flow (Pizza selection & customization)

1. Collapsing menu items into one screen

The existing menu uses two screens to separate primary and secondary level items. In this case, the information architecture looks something like this:

Domino's Pizza Mobile App Design - Simon Shen Design

I combined 2 levels of information into 1 screen using the “Airbnb layout”. Also, I switched out the small photos with large, mouth-watering photos of pizza because we humans are visual animals.

Domino's Pizza Mobile App Design - Simon Shen Design

2. Collapsing preference selection into one screen

In order to condense preference selection flow into one screen, I had to do the following:

I started sketching low-fidelity screens. The key to this is to explore as many possible solutions as possible rapidly.

Domino's Pizza Mobile App Design - Simon Shen Design

One Continuous Flow

I combined all the customization screens into one continuous flow. Users can modify their preferences without going back and forth screens.

Domino's Pizza Mobile App Design - Simon Shen Design

Simplifying Buttons

Each preference option is a card element, and when selected, the card becomes red.

For preference options with secondary options (e.g. cheese level), the secondary button shows up when the card element is selected. Then you can tap the secondary button to cycle through options.

Domino's Pizza Mobile App Design - Simon Shen Design
Domino's Pizza Mobile App Design - Simon Shen Design
Domino's Pizza Mobile App Design - Simon Shen Design

Live Updated Prices

The prices is now located before the “Add to Order” button so users can go back and modify their preferences without obstructing the flow.

Domino's Pizza Mobile App Design - Simon Shen Design

High-contrast Visual Layout

Colour is the first thing people notice. Selected ingredients are highlighted in red. This makes it easier for users to “scan” the page and review what they selected.

Domino's Pizza Mobile App Design - Simon Shen Design

Prototyping using Invision Studio

Using Invision Studio, I was able to translate my rough sketches into a high-fidelity prototype, and fine tune these micro animations such as button taps and screen transitions.

Retrospective

This project took me about 3 days to complete. This design isn’t perfect. If I had more time I would improve on a few things:

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

View Prototype

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© Simon Shen 2019