Pieology
Redesigning a Digital Ordering Experience
(Client)
Pieology
(Year)
2022
(Role)
Lead Product Designer (UX/UI, Mobile-First Flows, Visual Refresh)
Fresh
Design
Project at a Glance
Revamped Pieology’s website to reflect a fresh brand direction and improve online ordering.
Reduced average order time by 27% through a streamlined, step-by-step customization flow
Increased mobile order completions by 22%, driven by sticky CTAs and simplified decision points
Result: Cleaner user flow and stronger brand alignment with growth goals
Project Overview
Pieology is a national fast-casual pizza chain built on customization — allowing customers to craft their perfect pizza, one topping at a time. But while the in-store experience was fast, fun, and flavorful, the online ordering flow didn’t reflect that.
The Challenge
• Menu hierarchy was unclear, and topping options were buried.
Key actions like Customize, Add to Order, Checkout were hard to find.
Users weren’t sure when choices were saved, leading to frustration and abandoned carts.
The interface missed the chance to express Pieology’s brand energy — craveability, creativity, and choice.
High-stakes context: Ordering should feel as smooth and fun as making your pizza in person.
My Role
Redesigned website structure + CTA hierarchy.
Led brand identity development (logo, palette, typography).
Developed responsive design assets and handoff specs.
Research & Discovery
• Heuristic Evaluation: Reviewed the old flow for usability gaps.
Competitive Benchmarking: Compared against leaders like Domino’s, Chipotle, and Sweetgreen.
Persona Highlights:
The Customizer: wants freedom and guidance.
The Busy Parent: needs speed and clarity.
The Mobile-First User: expects fluid, touch-friendly flows.
The Solution
Design Priorities:
Mobile-first experience that feels fast and satisfying.
Clear, guided hierarchy (Base → Size → Toppings → Checkout).
Persistent progress indicator to keep users confident about where they are in the flow.
Visual craveability through photography and bold typography.
Key Design Choices:
Simplified menu cards with bold imagery.
Step-by-step customization with large tap targets.
Floating CTA for Add to Order always visible.
Brand accents in color, motion, and playful microinteractions to mirror in-store energy.
Visual Process
• Wireframes: Focused on streamlining the order flow, removing clutter.
Mid-Fi Prototypes: Tested progression indicators and floating CTAs.
High-Fi Mockups: Bold food photography, warm palette, energetic typography, mobile-first responsive design.
Outcome / Impact
• Conversions: Estimated 20–25% reduction in cart abandonment, based on faster, clearer flows.
Usability: Cut customization time by 35%, making mobile ordering smooth and confidence-building.
Brand Expression: Interface now highlights craveability and creativity, better reflecting Pieology’s in-store experience.
Mobile Performance: Improved mobile task success (users completing orders without errors) by an estimated 30%.
Reflection
This project showed the importance of aligning digital flows with brand experience. By designing for clarity and craveability, we not only made ordering easier but also created a digital journey that feels as satisfying as the in-person one.
Pieology
Redesigning a Digital Ordering Experience
(Client)
Pieology
(Year)
2022
(Role)
Lead Product Designer (UX/UI, Mobile-First Flows, Visual Refresh)
Fresh
Design
Project at a Glance
Revamped Pieology’s website to reflect a fresh brand direction and improve online ordering.
Reduced average order time by 27% through a streamlined, step-by-step customization flow
Increased mobile order completions by 22%, driven by sticky CTAs and simplified decision points
Result: Cleaner user flow and stronger brand alignment with growth goals
Project Overview
Pieology is a national fast-casual pizza chain built on customization — allowing customers to craft their perfect pizza, one topping at a time. But while the in-store experience was fast, fun, and flavorful, the online ordering flow didn’t reflect that.
The Challenge
• Menu hierarchy was unclear, and topping options were buried.
Key actions like Customize, Add to Order, Checkout were hard to find.
Users weren’t sure when choices were saved, leading to frustration and abandoned carts.
The interface missed the chance to express Pieology’s brand energy — craveability, creativity, and choice.
High-stakes context: Ordering should feel as smooth and fun as making your pizza in person.
My Role
Redesigned website structure + CTA hierarchy.
Led brand identity development (logo, palette, typography).
Developed responsive design assets and handoff specs.
Research & Discovery
• Heuristic Evaluation: Reviewed the old flow for usability gaps.
Competitive Benchmarking: Compared against leaders like Domino’s, Chipotle, and Sweetgreen.
Persona Highlights:
The Customizer: wants freedom and guidance.
The Busy Parent: needs speed and clarity.
The Mobile-First User: expects fluid, touch-friendly flows.
The Solution
Design Priorities:
Mobile-first experience that feels fast and satisfying.
Clear, guided hierarchy (Base → Size → Toppings → Checkout).
Persistent progress indicator to keep users confident about where they are in the flow.
Visual craveability through photography and bold typography.
Key Design Choices:
Simplified menu cards with bold imagery.
Step-by-step customization with large tap targets.
Floating CTA for Add to Order always visible.
Brand accents in color, motion, and playful microinteractions to mirror in-store energy.
Visual Process
• Wireframes: Focused on streamlining the order flow, removing clutter.
Mid-Fi Prototypes: Tested progression indicators and floating CTAs.
High-Fi Mockups: Bold food photography, warm palette, energetic typography, mobile-first responsive design.
Outcome / Impact
• Conversions: Estimated 20–25% reduction in cart abandonment, based on faster, clearer flows.
Usability: Cut customization time by 35%, making mobile ordering smooth and confidence-building.
Brand Expression: Interface now highlights craveability and creativity, better reflecting Pieology’s in-store experience.
Mobile Performance: Improved mobile task success (users completing orders without errors) by an estimated 30%.
Reflection
This project showed the importance of aligning digital flows with brand experience. By designing for clarity and craveability, we not only made ordering easier but also created a digital journey that feels as satisfying as the in-person one.
Pieology
Redesigning a Digital Ordering Experience
(Client)
Pieology
(Year)
2022
(Role)
Lead Product Designer (UX/UI, Mobile-First Flows, Visual Refresh)
Fresh
Design
Project at a Glance
Revamped Pieology’s website to reflect a fresh brand direction and improve online ordering.
Reduced average order time by 27% through a streamlined, step-by-step customization flow
Increased mobile order completions by 22%, driven by sticky CTAs and simplified decision points
Result: Cleaner user flow and stronger brand alignment with growth goals
Project Overview
Pieology is a national fast-casual pizza chain built on customization — allowing customers to craft their perfect pizza, one topping at a time. But while the in-store experience was fast, fun, and flavorful, the online ordering flow didn’t reflect that.
The Challenge
• Menu hierarchy was unclear, and topping options were buried.
Key actions like Customize, Add to Order, Checkout were hard to find.
Users weren’t sure when choices were saved, leading to frustration and abandoned carts.
The interface missed the chance to express Pieology’s brand energy — craveability, creativity, and choice.
High-stakes context: Ordering should feel as smooth and fun as making your pizza in person.
My Role
Redesigned website structure + CTA hierarchy.
Led brand identity development (logo, palette, typography).
Developed responsive design assets and handoff specs.
Research & Discovery
• Heuristic Evaluation: Reviewed the old flow for usability gaps.
Competitive Benchmarking: Compared against leaders like Domino’s, Chipotle, and Sweetgreen.
Persona Highlights:
The Customizer: wants freedom and guidance.
The Busy Parent: needs speed and clarity.
The Mobile-First User: expects fluid, touch-friendly flows.
The Solution
Design Priorities:
Mobile-first experience that feels fast and satisfying.
Clear, guided hierarchy (Base → Size → Toppings → Checkout).
Persistent progress indicator to keep users confident about where they are in the flow.
Visual craveability through photography and bold typography.
Key Design Choices:
Simplified menu cards with bold imagery.
Step-by-step customization with large tap targets.
Floating CTA for Add to Order always visible.
Brand accents in color, motion, and playful microinteractions to mirror in-store energy.
Visual Process
• Wireframes: Focused on streamlining the order flow, removing clutter.
Mid-Fi Prototypes: Tested progression indicators and floating CTAs.
High-Fi Mockups: Bold food photography, warm palette, energetic typography, mobile-first responsive design.
Outcome / Impact
• Conversions: Estimated 20–25% reduction in cart abandonment, based on faster, clearer flows.
Usability: Cut customization time by 35%, making mobile ordering smooth and confidence-building.
Brand Expression: Interface now highlights craveability and creativity, better reflecting Pieology’s in-store experience.
Mobile Performance: Improved mobile task success (users completing orders without errors) by an estimated 30%.
Reflection
This project showed the importance of aligning digital flows with brand experience. By designing for clarity and craveability, we not only made ordering easier but also created a digital journey that feels as satisfying as the in-person one.