Domino’s was operating in a world where the online ordering landscape has changed. Post-pandemic, aggregators had taken the lead in setting the bar for a new customer experience, new customer expectations and new behaviors for online ordering.

On top of that, the Domino’s experience had not been updated in ten years, so it was due for an update. The key was to hit customer expectations while not risking the success that the current experience was producing, especially as it accounts for a majority of their core business.

Designed a world-leading online ordering experience so customers can place an order quickly and easily, so they can spend more time focusing on their delicious food.

Two key focus areas:

1. Modernize digital path to purchase to improve performance — while protecting the core business.

2. Launch an engaging digital brand experience that drives reengagement and brand loyalty.

Bringing data and design together, I led a team of strategists, creatives and researchers to design Domino’s online ordering experience.

Key activities: Product Strategy, Concept Exploration, Design Vision, Research Studies, and Design Sprints.

Through continual loops of customer research and prototyping, we confidently delivered a new experience to ensure Domino’s remains a market leader. 

In addition, through close partnership with the Exec Leadership team we helped develop materials to gain internal buy-in and most importantly, gain alignment and funding from the franchisees to support the re-design and other future projects.