The goal was to revitalize Pizza Pizza, one of Canada’s largest pizza chains, by leveraging technology to reconnect with newer generations.
Challenge:
Although a Canadian legacy brand with hundreds of millions in revenue, Pizza Pizza was losing relevance among younger audiences. The challenge was to craft an intuitive, engaging app that reflected the brand’s iconic status while aligning with modern consumer expectations for convenience, personalization, and seamless digital interactions.
Photoshop, UX Research & Usability Testing, Design Handoff, Pitching + Discovery + Presenting to Client Team
Opportunity Statement:
"By enhancing the sensory appeal through visually rich, interactive features that evoke the freshness and satisfaction of a perfect pizza, the Pizza Pizza app can create a more engaging and appetizing digital ordering experience, bridging the gap between screen and slice."
Process
Collaborative sessions with the client—including discovery workshops, open card sorting, brainstorming, and sketch ideation—were instrumental in uncovering key insights and co-creating innovative solutions. These sessions aligned stakeholders on goals and informed the app’s design strategy, ensuring a balance between user needs and business objectives.
Sorting & Prioritization
Customer Journey
Sketching
Launched in early 2011, the app transformed the brand’s digital presence, processing over $80 million in annual transactions and driving 50% of all digital sales. With a near 5-star lifetime rating, the app became a benchmark for success, reestablishing Pizza Pizza as a leader in the digital space. Its impact is a testament to how thoughtful design can drive business success and resonate with users across generations.
App Won International Awards
$80,000,000
Near 5 Star Lifetime Rating
