The Challenge
Independent pizzerias often forfeit substantial operational margin to third-party marketplaces because standard template websites make complex pizza customization clunky on mobile. The objective of this concept study was to design a single-screen ordering flow with zero unnecessary steps.
The Interface Architecture
The prototype model incorporates key hospitality mechanics:
- Modular Pizza Builder: Visual crust, base, and topping customizers that calculate real-time pricing and handle half-and-half logic without modal clutter.
- Persistent Low-Friction Cart: A streamlined sidebar checkout requiring minimal touchpoints to complete pickup or direct delivery.
- Margin-Prioritized Modifiers: Strategic placement of high-margin beverage and appetizer pairings directly in the checkout flow.
Takeaways
When direct ordering is faster and more intuitive than aggregator apps, customers naturally order direct, protecting the restaurant's guest relationship and profitability.
ux-study / detroit-pizza-builder
