Initial Thoughts
While exploring the Domino’s app, I identified several areas for improvement in the pizza-ordering experience, specifically:
- The overall visual design
- How information is presented to the user
- The ease of use, including clear guidance on next steps
To address these, I initiated a focused two-week sprint to redesign this core user flow and prepare it for testing with real users.
Research
From this audit and flow analysis, I was able to solidify areas to improve:
Ease of use: simplifying the ordering and customisation process
Visual Design: adding richer imagery and visual elements to spark appetite and set clear expectations
Information display: presenting choices more clearly so users feel informed and confident
Flows & Wireframes
I created a new user flow to streamline the pizza-ordering process, removing unnecessary steps to improve efficiency.
With the flow established, I transitioned into wireframing, developing a structured foundation for the app’s design and ensuring the core interactions were clearly defined.
High Fidelity Design & Prototyping
I polished up the design and went with a more modern approach to it's aesthetics.
Once I was satisfied with the design, I created a mini design system to ensure consistency and applied it across all the screens.
From here I prototyped the design to make sure it was ready for testing.
Testing & Next steps
I conducted a number of in-person usability tests over google meet. I aimed to test if users could select their pizzas quickly and customise them efficiently and see if users struggled at any points during the process. As well as to see what they thought of the visual design and how information was portrayed in the app.
Overall, users found the redesign:
Clearer in its information hierarchy and less cluttered.
More efficient for selection and customising, with key details shown upfront.
Visually more engaging, with stronger use of images, icons, and colour.
Better at categorisation (e.g., activities, pizza types, toppings).
✅ Pro's
Interactions: Participants felt the interactions made sense, especially since many worked similarly to the current app but were presented in a clearer way.
Pizza customisation: Users appreciated that all customisation options were shown on a single page, rather than spread across multiple subpages as in the current app. They found adding/removing toppings intuitive and liked the supporting images.
Deals: Users valued the use of images to show exactly what each deal included, with one noting that images are always helpful.
Pizza presentation:
Users liked how pizzas were categorised (e.g., Meaty, Plant-based).
They appreciated seeing details (like toppings) upfront, often displayed with icons/emojis. The original flow, which required entering and exiting each pizza to view toppings, was considered frustrating.
App opening section: Participants liked the streamlined approach where country and address could be selected from the same page, noting it made better use of space.
Overall impressions:
The redesign was described as more appetising, cosy, and visually engaging compared to the original, which felt “cold and boring.”
Users praised the redesigned design system, including colours, fonts, and button styles.
Pictures throughout the app were considered visually enticing and much stronger than in the original design.
A/B testing:
Homepage: The redesign was seen as much cleaner and more visually appealing than the messy original.
Pizzas: Users preferred the categorisation and upfront toppings display. One participant said they “loved” this feature.
Customise pizza: Strong preference for the redesign, with all options on one page, intuitive interaction, appealing images, and easier scrolling compared to clicking through multiple pages.
Upsell (add a sauce): Two users suggested adding a way to access the full sauces/dips menu, as the current upsell felt a bit forced.
❤️🩹 Cons
Homepage: Some users found the View Deals button was not immediately noticeable.
Homepage visuals: One participant suggested placing text over images to improve clarity.
Menu navigation: Users expressed interest in having a dedicated Dips Only section in the menu.
Before & Afters
Below are select screens highlighting the before-and-after of the redesign.