Domino's

Brand Maintenance
Losing customers' attention at the back of a poorly designed UX is a matter of concern for all the brands that are present on mobile and when the brand under scrutiny is someone like Domino's that has already created a prominent standing, resolution of issues becomes a matter of urgency so that the brand image is not compromised.

The combination of images and texts that were set in the mood board and style guide across all the Domino's delivery app screens were kept in line with the easy-to-order and track-brand image that the enterprise aimed to achieve. Style guide played an important role to ensure designs across the app screens were consistent and branding was maintained across all screens.

2 - Brand-Aligned Design System Changes

The problem of Domino's mobile app's design system was a bit too deep-rooted since users were already used to working with the same complex design and at the stage where Domino's is in, it could have proven counterproductive to conduct app-wide redesign.

What we needed was a milestone-based design strategy. Our team of UI/UX designers began with stripping down Domino's pizza application to a bone level. We identified which part of the user journey was not working and diligently worked on the areas that needed a change in design guidelines.

We started our development journey by identifying core issues in the Domino's pizza delivery app. The process of problem identification began with us diving into the customers' reviews, trying to get a grasp of the exact issues that they were facing when ordering pizza through the application. After reviewing the comments that the users were making we went on to explore Domino's delivery app ourselves, from a user's point of view.

After reading into the customers' reviews and exploring the application, we were able to pinpoint the problem area to the design system making the process of placing orders complex. There were also little issues like fetching of location, that were turning off the users.

Once we identified the issues that the users were facing and the app screens they were leaving the app from, the next stage was to look back at the Domino's delivery app wireframe and redesign the application.

Since the app and website is about quick selection and easy checkout, we planned our UI design approach in the same way. Using the right combination of font and image sizes, we were able to remove all elements of distraction from the pages, making the flow quick and easy. We also integrated various engaging features in Domino's pizza app such as sorting menus by categories, ordering food online, customizing orders, locating nearest store available for home delivery, making in-app payment, and tracking the Domino's delivery person in real-time.

The post redesign Domino's pizza online app witnessed a stark increase of 23% in the conversion rate.
The users that were once leaving the app without making any order were now spending time within the
app to not just make but also track their orders in real time.