&pizza's feature iteration
Duration
2022.07 - 2022.08
Scope
Design Iteration
User Research
User Interface Design
Prototyping
Team
Happy cog team
About &pizza
&pizza is an American fast-casual pizza restaurant chain, with 36 locations in Washington, D.C., Maryland, Virginia, New York, New Jersey, Pennsylvania, Florida, and Massachusetts. The restaurant sells personal and customizable oblong-shaped pizzas.
My role
*Designed new user flow for &pizza's customized pizza order feature and new user interface for both desktop and mobile app versions.
* Presented multiple design iteration to clients.
Client needs
A new design approach for &pizza's customized pizza ordering experience
Current User Flow
&pizza allows customers to create their own pizza, the flow is simple -- just entering the "Craft your own pizza" tab in the home page, they can add any ingredients on the menu.
Problem Space
Competitor Analysis
From my research, Sweetgreen and Cava both have a great food ordering user experience, in order to get some inspiration, I played around with those 2 brands' customized ordering experience. They both have a clear design system, some features are really considerate and user-centered too.
Iteration
Options for displaying the included number of selections per category.
Iteration
Options for when/where to display the price modifiers.
Final Design
After
Before
01
Adding "X included" tile and a clickable question mark icon.
By adding an "X included" tile on the right side of each portion to show the maximum amount included in the price. Next to it, shows a clickable question mark icon if users are confused.
Before
After
02
Display price on additional unselected ingredients after limit is reached
Before, &pizza only shows a price increase (when the user adds extra ingredients) on the total amount, it's not noticeable. Thus, displaying the price on additional unselected ingredients after the limit is reached helps the user quickly get the information and make a decision.
03
Free to add/delete one ingredient
Once users choose an ingredient, on top of the tile will show number, it helps user to easily add or delete the ingredient.
04
Save an order as a favorite
Adding a new feature "save an order as a favorite" so users don't need to go through the ordering process again when they want the same order, they can also give their favorite order a name.
Takeaways
Communication with client is key
&pizza is a client-facing project, as a designer, I can't do whatever I want. Sometimes my thought would differ from the client's thoughts, it took me some time to explain my ideas to the client, luckily the client is very open to a different thoughts, so the design process is actually very smooth and pleasant. It develops my skill of communication.
Ordering experience is all about details
It's my first time working on a food ordering experience. When I do research, I found that the key to a good ordering experience is to focus on details. Those details add colors to the experience.
Next
BentoBox
