Product Builder Redesign

Mobile Design

iOS & Android

Sec.

/Overview

Domino's Product Builder Redesign — A modern & scalable approach to customization.

Product Design
Design Direction
Visual Language
Experience Strategy
A/B Testing

Challenge

There are over 34 million ways to create a single Domino's pizza — Pair that with the ever-expanding number of products on Domino's menu, and it becomes clear why Product Builders are a paramount ingredient in the recipe for eCommerce success. The largest pizza brand in the world needed a modern and scalable solution that simplified the organic complexities of its product offerings. The challenge of this project was to craft Product Builders that delivered on the customer needs of today while anticipating the future goals of the business.

Approach

Working in direct collaboration with the Domino's iOS & Android engineering teams, we completely overhauled the foundations of all Product Builders to establish a cohesive and consistent product experience across the Application. The new experience introduces a reimagined interface and design direction for all Product Builders. This improved functionality and visual language simplifies the complexities of customization, and ensures scalability for iterative products added to the Domino's portfolio.

Sec.

/Results

Results

Increase in Identified annual revenue

181%

Increase in Order Margin

.58%

Sec.

/UX

Experience
Strategy

While much of our focus was dedicated to establishing an improved visual language for the product builders, this project was also an opportunity to develop a new design direction for the entire Domino's Application. This led to designing new and reusable components that could be scaled to function on any page, as well as updating existing components to adhere to modern accessibility standards.

Our strategy led us to prioritizing familiarity and consistency between all Product Builders. This was a challenging feat due to the organic differences between pizza and non-pizza offerings — the natural complexity of pizza customization demands a Product Builder that is difficult to synthesize into other products. After many iterations of interactions and hierarchies, we were able to design a solution that enabled customers with simple yet powerful customization irregardless of what kind of masterpiece they're creating.

Simplifying complex customization through familiarity.

We opted for a new visual language that was modern yet approachable. Whether you're building an eight-topping masterpiece or choosing a drink size, the hierarchy and journey of building a product remains consistent and familiar throughout the Application.

Showcasing the breadth of what's possible.

Prioritizing simplicity in the new design system gave us an opportunity to expand on pertinent product information. Improved visibility into topping options, upsells, and other customizations resulted in a profound impact on top line revenue versus the pre-existing Product Builders.

Sec.

/Design

Experience
Design

Product Presentation

Making the product builders as delightful as the products.

Great products need digital experiences that elicit emotion — we strived to create a product building experience that emulated the natural joy derived from pizza. Updated typography, new iconography, and improved content hierarchy helped to create Product Builders that are playful and on-brand, while new radio buttons & input steppers established clearer and more meaningful interactions for our pizza Picassos.

Built to Scale

Future-proofing for the products of tomorrow.

New section headers, radio buttons, and input steppers were among the various reusable components that were designed and developed for this project on iOS & Android respectively. These new elements were the bedrock for creating consistency in the midst of complexity, and are designed to expand in function beyond this project for years to come.