To accompany their rebrand, Domino’s entrusted us with a Herculean task—a complete rebuild of their online ordering platform across their website and app that would bring the service forth into contemporary convention without sacrificing conversion.

The existing site featured a web 1.0 interface cobbled together through layers of functionality updates over the years. But despite its neolithic look, the site had years of proven profits under its belt, so gutting it in favor of an entirely new experience would proved to be a nerve-wracking endeavor for all.

Aside from a visual overhaul, the major asks included crafting a more intuitive custom pizza builder, picking apart the plethora of promotional Deals with stringent and varied location-based fulfillment rules, We took a mobile-first approach to creating an experience that put mouthwatering imagery front and center, bringing every pizza, pasta, wing, topping, dipping sauce, and drink to life with enticing clarity.Our pizza customizer and deal builder put user choices at their fingertips, and our food-forward visuals made the options tangible at every touchpoint.

We made sure to carefully expose the previously inscrutable, sometimes even disappearing requirements and dependencies that could potentially lock a potential customer out of their desired decisions. Through dynamic active/disabled states, progressive disclosure, notifications and helper text, we implemented a site-wide ethos that promised to guide users through complexity with drop-dead simplicity. All this ensured one could get the best combination deal on a custom half vegetarian and lactose intolerance friendly meat lover’s Hawaiian with honey BBQ sauce and ranch on the side to their heart’s content.

In addition to the product customizer and deal builder, we introduced a recategorized and reframed menu, a modular bento box visual device for illustrating topping combinations, an easily trackable rewards portal, a seamless and ever-so-invokable mini-cart/cart duo with robust order editing functionality, a frictionless checkout system compatible with half a dozen payment methods, and, of course, a splashy home page to draw you in. And fear not, we left the fan favorite Pizza Tracker completely intact.