Domino’s app
Company
Crispin
Year
2013
Role
Lead Designer
Challenge & Approach
Track the Crave.
Ordering pizza is a time-sensitive experience where customers value speed and visibility. Traditional ordering flows provided limited feedback after purchase, leaving customers uncertain about their order status.
We redesigned the Domino's mobile experience with intuitive customization, frictionless checkout, and real-time order tracking. Pizza Customization and Tracker provide transparency throughout the ordering journey while transforming it into a gamified and delightful experience. Through playful interactions, progress milestones, and live updates, customers stay informed and engaged from order placement to delivery.
My Role
Co-led the end to end digital experience
Co-led the end-to-end design of Domino's app, shaping the customer journey from discovery and purchase to real-time delivery tracking in close collaboration with a fellow designer and cross-functional partners.
Tailor the experience to individual customer preferences.
Transform pizza building into an interactive and engaging experience.
Provide transparency throughout the fulfillment process.
Result
Customer delight and transparency
Increased transparency throughout the ordering journey by providing real-time order status updates, reducing uncertainty and improving customer confidence from checkout to delivery.