Pieology
Serving Up a Smoother UX, One Slice at a Time
(Client)
Pieology
(Year)
2022
(Role)
Product + visual design, UX Strategy + Research
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
Redesigned the online ordering interface for Pieology to streamline the user flow, reduce friction, and create a responsive, brand-aligned experience that converts.
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.
Users encountered friction at nearly every step: menus were dense, customization options were hidden, and the mobile interface felt dated and disjointed. Internally, the Pieology team recognized the need to modernize their digital platform and streamline conversions, especially on mobile.
The Problem
Pieology’s digital ordering platform wasn’t keeping pace with its in-store experience. What should have been a fast and intuitive process felt cluttered, confusing, and inconsistent — especially for mobile users.
The menu hierarchy was unclear, topping options were buried, and key actions like “Customize,” “Add to Order,” and “Checkout” were hard to find or poorly timed. Users weren’t sure where they were in the flow or when their selections would be saved, leading to frustration, drop-offs, and abandoned carts.
Beyond usability, the interface also failed to communicate the brand’s energy — missing opportunities to highlight craveability, creativity, and choice. On mobile, where most users started their order, the experience broke down even further with overloaded screens, small tap targets, and slow transitions.
Pieology needed a digital ordering experience that felt as quick and satisfying as making your pizza in person — with just enough guidance to keep users confident, and just enough flexibility to keep it fun.
Research & Discovery
To design an ordering experience that truly served Pieology’s customers, I started by understanding who they were and how they thought. I worked with stakeholders to identify user pain points, business priorities, and existing drop-off data — especially on mobile.
Through competitive analysis, I studied how leading QSR brands (like Chipotle and Blaze Pizza) handled customization, progress indicators, and upsell opportunities. I noted patterns in flow clarity, CTA timing, and menu hierarchy — as well as missed opportunities in Pieology’s existing journey.
From there, I mapped the core user journey across three mindsets:
First-timers unfamiliar with the process
Regulars who wanted speed and minimal taps
Indecisive users who needed more visual guidance and flexibility
Key insights included:
Users were confused about when customizations would be saved or applied
“Build your own” was hidden beneath standard menu items, lowering engagement
Mobile users struggled with dense layouts and unclear next steps
These findings shaped my approach: reduce decision fatigue, surface customization earlier, and make every interaction feel guided, clear, and appetizing.
Strategy & Design Process
With user insights and business goals aligned, I focused on creating an ordering flow that was clear, craveable, and optimized for mobile. My approach was grounded in three core principles:
Streamline the decision-making process – Reduce cognitive load and surface customization options earlier in the flow.
Design for mobile-first behavior – Prioritize speed, responsiveness, and touch-friendly interaction patterns.
Elevate brand experience – Use UI to reflect the energy and creativity of building your own pizza.
Information Architecture
I restructured the ordering flow to follow a guided, linear path: Choose a base → Customize → Review & Checkout. Key CTAs were repositioned for better visibility, and upsell moments were introduced contextually — not forced.
Wireframes & Flow Mapping
Early wireframes focused on simplifying each screen to a single decision point — one tap at a time. I built user flows that accounted for both first-timers and returning users, ensuring clarity across edge cases like menu changes, combo selections, and custom orders.
Visual System & Design Language
I introduced a bold, appetite-driven visual style using warm colors, playful iconography, and strong CTA hierarchy. Buttons, cards, and modals were built as reusable components — enabling consistency and speed across dev handoff.
Mobile-First Interaction Design
Mobile users got a condensed, thumb-friendly experience with anchored navigation, sticky CTAs, and progress indicators. Interaction feedback (like topping animations or selection highlights) was designed to feel responsive and tactile, even under slow connections.
Throughout the process, I collaborated closely with marketing and dev teams to ensure the design not only met brand standards but was also feasible and performant across platforms.
The Final Solution
The redesigned Pieology ordering experience is fast, intuitive, and craveable — just like the pizzas it helps deliver. Every screen was crafted to reduce friction and guide users through the build-your-own flow with clarity, control, and confidence.
Menus were reorganized around user intent, customization steps were surfaced earlier, and CTAs were made consistently visible across devices. The interface now reflects the brand’s personality — bold, energetic, and delightfully customizable — while giving users just enough structure to feel guided without feeling rushed.
Key Improvements:
Streamlined Flow: Users can now build, edit, and confirm their custom pizza in fewer steps, with a clear sense of progress throughout.
Mobile Optimization: Responsive design patterns, large tap targets, and sticky CTAs improve speed and usability on mobile.
Modular Components: Buttons, modals, menu cards, and topping selectors were designed as reusable components — improving consistency and easing dev handoff.
Craveable Visual Language: Warm colors, iconography, and high-contrast layouts reinforce Pieology’s brand and make the interface feel energetic and fun.
Impact & Outcomes
The redesigned Pieology ordering experience delivered measurable gains in speed, clarity, and mobile performance — all aligned with the brand’s fast-casual promise. Key results included:
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
Improved user satisfaction, with post-launch feedback citing clearer customization options and fewer abandoned carts
Decreased friction in checkout flow, with users experiencing fewer dead-ends and bounce points
Enabled faster launches of new promotions, thanks to a flexible component system that marketing could adapt without full redesigns
The new experience didn’t just improve usability — it made ordering pizza feel as fun and flexible online as it does in-store, reinforcing Pieology’s brand at every touchpoint.
Pieology
Serving Up a Smoother UX, One Slice at a Time
(Client)
Pieology
(Year)
2022
(Role)
Product + visual design, UX Strategy + Research
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
Redesigned the online ordering interface for Pieology to streamline the user flow, reduce friction, and create a responsive, brand-aligned experience that converts.
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.
Users encountered friction at nearly every step: menus were dense, customization options were hidden, and the mobile interface felt dated and disjointed. Internally, the Pieology team recognized the need to modernize their digital platform and streamline conversions, especially on mobile.
The Problem
Pieology’s digital ordering platform wasn’t keeping pace with its in-store experience. What should have been a fast and intuitive process felt cluttered, confusing, and inconsistent — especially for mobile users.
The menu hierarchy was unclear, topping options were buried, and key actions like “Customize,” “Add to Order,” and “Checkout” were hard to find or poorly timed. Users weren’t sure where they were in the flow or when their selections would be saved, leading to frustration, drop-offs, and abandoned carts.
Beyond usability, the interface also failed to communicate the brand’s energy — missing opportunities to highlight craveability, creativity, and choice. On mobile, where most users started their order, the experience broke down even further with overloaded screens, small tap targets, and slow transitions.
Pieology needed a digital ordering experience that felt as quick and satisfying as making your pizza in person — with just enough guidance to keep users confident, and just enough flexibility to keep it fun.
Research & Discovery
To design an ordering experience that truly served Pieology’s customers, I started by understanding who they were and how they thought. I worked with stakeholders to identify user pain points, business priorities, and existing drop-off data — especially on mobile.
Through competitive analysis, I studied how leading QSR brands (like Chipotle and Blaze Pizza) handled customization, progress indicators, and upsell opportunities. I noted patterns in flow clarity, CTA timing, and menu hierarchy — as well as missed opportunities in Pieology’s existing journey.
From there, I mapped the core user journey across three mindsets:
First-timers unfamiliar with the process
Regulars who wanted speed and minimal taps
Indecisive users who needed more visual guidance and flexibility
Key insights included:
Users were confused about when customizations would be saved or applied
“Build your own” was hidden beneath standard menu items, lowering engagement
Mobile users struggled with dense layouts and unclear next steps
These findings shaped my approach: reduce decision fatigue, surface customization earlier, and make every interaction feel guided, clear, and appetizing.
Strategy & Design Process
With user insights and business goals aligned, I focused on creating an ordering flow that was clear, craveable, and optimized for mobile. My approach was grounded in three core principles:
Streamline the decision-making process – Reduce cognitive load and surface customization options earlier in the flow.
Design for mobile-first behavior – Prioritize speed, responsiveness, and touch-friendly interaction patterns.
Elevate brand experience – Use UI to reflect the energy and creativity of building your own pizza.
Information Architecture
I restructured the ordering flow to follow a guided, linear path: Choose a base → Customize → Review & Checkout. Key CTAs were repositioned for better visibility, and upsell moments were introduced contextually — not forced.
Wireframes & Flow Mapping
Early wireframes focused on simplifying each screen to a single decision point — one tap at a time. I built user flows that accounted for both first-timers and returning users, ensuring clarity across edge cases like menu changes, combo selections, and custom orders.
Visual System & Design Language
I introduced a bold, appetite-driven visual style using warm colors, playful iconography, and strong CTA hierarchy. Buttons, cards, and modals were built as reusable components — enabling consistency and speed across dev handoff.
Mobile-First Interaction Design
Mobile users got a condensed, thumb-friendly experience with anchored navigation, sticky CTAs, and progress indicators. Interaction feedback (like topping animations or selection highlights) was designed to feel responsive and tactile, even under slow connections.
Throughout the process, I collaborated closely with marketing and dev teams to ensure the design not only met brand standards but was also feasible and performant across platforms.
The Final Solution
The redesigned Pieology ordering experience is fast, intuitive, and craveable — just like the pizzas it helps deliver. Every screen was crafted to reduce friction and guide users through the build-your-own flow with clarity, control, and confidence.
Menus were reorganized around user intent, customization steps were surfaced earlier, and CTAs were made consistently visible across devices. The interface now reflects the brand’s personality — bold, energetic, and delightfully customizable — while giving users just enough structure to feel guided without feeling rushed.
Key Improvements:
Streamlined Flow: Users can now build, edit, and confirm their custom pizza in fewer steps, with a clear sense of progress throughout.
Mobile Optimization: Responsive design patterns, large tap targets, and sticky CTAs improve speed and usability on mobile.
Modular Components: Buttons, modals, menu cards, and topping selectors were designed as reusable components — improving consistency and easing dev handoff.
Craveable Visual Language: Warm colors, iconography, and high-contrast layouts reinforce Pieology’s brand and make the interface feel energetic and fun.
Impact & Outcomes
The redesigned Pieology ordering experience delivered measurable gains in speed, clarity, and mobile performance — all aligned with the brand’s fast-casual promise. Key results included:
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
Improved user satisfaction, with post-launch feedback citing clearer customization options and fewer abandoned carts
Decreased friction in checkout flow, with users experiencing fewer dead-ends and bounce points
Enabled faster launches of new promotions, thanks to a flexible component system that marketing could adapt without full redesigns
The new experience didn’t just improve usability — it made ordering pizza feel as fun and flexible online as it does in-store, reinforcing Pieology’s brand at every touchpoint.
Pieology
Serving Up a Smoother UX, One Slice at a Time
(Client)
Pieology
(Year)
2022
(Role)
Product + visual design, UX Strategy + Research
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
Redesigned the online ordering interface for Pieology to streamline the user flow, reduce friction, and create a responsive, brand-aligned experience that converts.
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.
Users encountered friction at nearly every step: menus were dense, customization options were hidden, and the mobile interface felt dated and disjointed. Internally, the Pieology team recognized the need to modernize their digital platform and streamline conversions, especially on mobile.
The Problem
Pieology’s digital ordering platform wasn’t keeping pace with its in-store experience. What should have been a fast and intuitive process felt cluttered, confusing, and inconsistent — especially for mobile users.
The menu hierarchy was unclear, topping options were buried, and key actions like “Customize,” “Add to Order,” and “Checkout” were hard to find or poorly timed. Users weren’t sure where they were in the flow or when their selections would be saved, leading to frustration, drop-offs, and abandoned carts.
Beyond usability, the interface also failed to communicate the brand’s energy — missing opportunities to highlight craveability, creativity, and choice. On mobile, where most users started their order, the experience broke down even further with overloaded screens, small tap targets, and slow transitions.
Pieology needed a digital ordering experience that felt as quick and satisfying as making your pizza in person — with just enough guidance to keep users confident, and just enough flexibility to keep it fun.
Research & Discovery
To design an ordering experience that truly served Pieology’s customers, I started by understanding who they were and how they thought. I worked with stakeholders to identify user pain points, business priorities, and existing drop-off data — especially on mobile.
Through competitive analysis, I studied how leading QSR brands (like Chipotle and Blaze Pizza) handled customization, progress indicators, and upsell opportunities. I noted patterns in flow clarity, CTA timing, and menu hierarchy — as well as missed opportunities in Pieology’s existing journey.
From there, I mapped the core user journey across three mindsets:
First-timers unfamiliar with the process
Regulars who wanted speed and minimal taps
Indecisive users who needed more visual guidance and flexibility
Key insights included:
Users were confused about when customizations would be saved or applied
“Build your own” was hidden beneath standard menu items, lowering engagement
Mobile users struggled with dense layouts and unclear next steps
These findings shaped my approach: reduce decision fatigue, surface customization earlier, and make every interaction feel guided, clear, and appetizing.
Strategy & Design Process
With user insights and business goals aligned, I focused on creating an ordering flow that was clear, craveable, and optimized for mobile. My approach was grounded in three core principles:
Streamline the decision-making process – Reduce cognitive load and surface customization options earlier in the flow.
Design for mobile-first behavior – Prioritize speed, responsiveness, and touch-friendly interaction patterns.
Elevate brand experience – Use UI to reflect the energy and creativity of building your own pizza.
Information Architecture
I restructured the ordering flow to follow a guided, linear path: Choose a base → Customize → Review & Checkout. Key CTAs were repositioned for better visibility, and upsell moments were introduced contextually — not forced.
Wireframes & Flow Mapping
Early wireframes focused on simplifying each screen to a single decision point — one tap at a time. I built user flows that accounted for both first-timers and returning users, ensuring clarity across edge cases like menu changes, combo selections, and custom orders.
Visual System & Design Language
I introduced a bold, appetite-driven visual style using warm colors, playful iconography, and strong CTA hierarchy. Buttons, cards, and modals were built as reusable components — enabling consistency and speed across dev handoff.
Mobile-First Interaction Design
Mobile users got a condensed, thumb-friendly experience with anchored navigation, sticky CTAs, and progress indicators. Interaction feedback (like topping animations or selection highlights) was designed to feel responsive and tactile, even under slow connections.
Throughout the process, I collaborated closely with marketing and dev teams to ensure the design not only met brand standards but was also feasible and performant across platforms.
The Final Solution
The redesigned Pieology ordering experience is fast, intuitive, and craveable — just like the pizzas it helps deliver. Every screen was crafted to reduce friction and guide users through the build-your-own flow with clarity, control, and confidence.
Menus were reorganized around user intent, customization steps were surfaced earlier, and CTAs were made consistently visible across devices. The interface now reflects the brand’s personality — bold, energetic, and delightfully customizable — while giving users just enough structure to feel guided without feeling rushed.
Key Improvements:
Streamlined Flow: Users can now build, edit, and confirm their custom pizza in fewer steps, with a clear sense of progress throughout.
Mobile Optimization: Responsive design patterns, large tap targets, and sticky CTAs improve speed and usability on mobile.
Modular Components: Buttons, modals, menu cards, and topping selectors were designed as reusable components — improving consistency and easing dev handoff.
Craveable Visual Language: Warm colors, iconography, and high-contrast layouts reinforce Pieology’s brand and make the interface feel energetic and fun.
Impact & Outcomes
The redesigned Pieology ordering experience delivered measurable gains in speed, clarity, and mobile performance — all aligned with the brand’s fast-casual promise. Key results included:
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
Improved user satisfaction, with post-launch feedback citing clearer customization options and fewer abandoned carts
Decreased friction in checkout flow, with users experiencing fewer dead-ends and bounce points
Enabled faster launches of new promotions, thanks to a flexible component system that marketing could adapt without full redesigns
The new experience didn’t just improve usability — it made ordering pizza feel as fun and flexible online as it does in-store, reinforcing Pieology’s brand at every touchpoint.