Domino’s are the UK’s biggest pizza takeaway business, operating 1000+ stores and selling over 1 million pizza a week through their website and app.
Building on the continued success and increased sales since the launch of their new brand campaign (also created by VCCP). As part of their internal re-platforming programme – we were tasked with redesigning the entire e-commerce journey across App and Web platforms for Domino’s. Delivering a new user experience and interface design to drive up sales conversion, volume and value.
A key component of the challenge was the need to develop a platform with scale and flexibility to enable each franchise and local store to manage their own product menu, availability and price promotions whilst maintaining a consistent, high quality experience that made ordering ridiculously easy for customers.
By applying this human-oriented approach, all aspects of the eCommerce experience, evolving core journeys for new and returning customers were covered.
SPRINT 1
MENU
CUSTOMISE
HALF & HALF
CREATE YOUR OWN
SPRINT 2
DEALS
DEAL BUILDER
BASKET
SPRINT 3
ONBOARDING
ACCOUNT NOTIFICATIONS
SPRINT 4
CHECKOUT
TRACKER
Working closely with the Domino’s stakeholders at all stages of the process, the freshly designed interface and new user journeys were delivered as a UI toolkit and documentation for any future Domino’s development teams to implement. This included a UI toolkit underpinned by functionality that privileged the user’s needs and celebrated the design language of Domino’s, and micro-interactions and motion UI that enhanced the brand’s unique tone of voice.
All of this was complemented by a hard-working data-driven CRM programme, where we encourage return visits and sign up, using data constructively to create personalised experiences for faster re-ordering of favourites and new recommendations. All aiming towards a customer experience ambition of knowing what you want before you do.
