To kick off the project, I conducted a comprehensive audit of Pieology’s existing site and user flows, identifying friction points in the ordering process and gaps in brand storytelling. Through competitive analysis and stakeholder interviews, I uncovered what today’s digital-first pizza customers expect: speed, clarity, and an appetizing visual journey. From there, I defined three core goals—improve usability, reflect the brand’s bold personality, and streamline the mobile ordering experience.

With those goals in place, I wireframed key flows, focusing on visual hierarchy, accessibility, and conversion. I collaborated closely with developers to ensure responsive performance across breakpoints and seamless integration with Pieology’s backend ordering system. The updated UI featured crave-worthy photography, a warm, energetic color palette, and clear calls to action—supported by subtle motion design to guide interaction without sacrificing speed.

The result was a responsive, mobile-first experience that supported both new and returning users with ease. The redesign improved load times, reduced bounce rates, and unified Pieology’s digital identity. More importantly, it translated the brand’s in-store energy into a flexible, intuitive online journey—helping customers get from craving to checkout with confidence.