MEnu Redesign
Responsive Web Design
Mobile & Desktop
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/Overview
Domino's Menu Redesign — A digital strategy to showcase variety & accentuate appetite appeal.
Website Design
Interaction Design
Visual Language
Experience Strategy
A/B TEsting
Interaction Design
Visual Language
Experience Strategy
A/B TEsting
Challenge
When Tom Monaghan purchased the first Domino's store in 1960, he kept the business simple: sell pizzas, and get them to customers as fast as possible. Fast-forward sixty years and the world's leading pizza brand is delivering products faster than ever before — albeit, times have changed from those humble beginnings. Customers expect an arsenal of non-pizza products to complement their pie of choice, and Domino's continues to meet this demand by adding innovative and novel products to its menu every year. The challenge of this project was to create an eCommerce experience which showcased the breadth of the Domino's product portfolio, while accentuating the brand's appetite appeal in a digital landscape.
Approach
The approach for this project was rooted at the intersection of design and data. The reimagined interface was driven by beautiful product imagery in a layout that was influenced by years of comprehensive A/B testing data. The end result was a design that provided a platform for products to shine, while keeping Domino's flagship offerings prominent throughout the experience.
Sec.
/Results
Results
Increase in Identified Annual revenue
70%
Increase in Order Value
.42%
Sec.
/UX
Experience
Strategy
By elevating customer attention to a greater breadth of products, we understood the innate risk of cannibalizing attention away from the staple of Domino's business — Pizza. The design solution is an updated grid system which prioritizes pertinent products, like pizza, while providing increased real estate to showcase the alternative product options.
In direct collaboration with the Domino's Advertising team, the new imagery was delicately selected to reflect the brand's updated corporate identity. Many, many hours were spent in Photoshop carefully crafting this imagery to be handed off to the Engineering team, who did a wonderful job compressing them down to maintain site performance.
Setting the stage with an updated layout.
Introducing a new grid layout allowed us to showcase the breadth of Domino's products in all their glory. Enhanced imagery helped customers find their favorite products while engaging their curiosity to search for something new. From a scaling perspective, this layout also gave Domino's a much-improved platform to roll-out new & exciting products across its product categories.
Romancing the beauty of pizza.
While the new grid layout provided more prominence to non-pizza products, it also offered the opportunity to help Build Your Own Pizza, Domino's most popular product, stand out versus the old menu (& the competition). We showcased pizza and its various Build Your Own options in a screen wide element with updated imagery. Can't miss it!
Sec.
/Design
Experience
Design
Product Presentation
Creating delight through interaction design.
New larger and higher-resolution imagery helped make the menu feel fun — an important element to any pizza company's corporate identity. However, we took these images to the next level by introducing new hover and focus states to create a truly delightful menu experience.
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