Sept 2025 - Oct 2025
Senior Product Designer
Gabriela Garcia, Senior Product Manager
Anne Morris Parr, Product Designer
Timeline
Role
Team
Sept 2025 - Oct 2025
Senior Product Designer
Gabriela Garcia, Senior Product Manager
Anne Morris Parr, Product Designer
Timeline
Role
Team
Sept 2025 - Oct 2025
Senior Product Designer
Gabriela Garcia, Senior Product Manager
Anne Morris Parr, Product Designer
Timeline
Role
Team
01 Design Challenge
Current vs New Design
We believe that by providing users with engaging imagery, easier access to deals, and conveying the quality of our food, we will decrease bounce rates and increase conversion by empowering our users to make informed purchasing decisions.
Solution
Problem
Both internally and externally, we received feedback that our homepage felt cluttered and overwhelming. Our stakeholders and analytics partners saw a high number of bounce rates so we set out to solve how we could fix this.
Decrease Bounce Rates
Increase Conversion
Outcome
Current vs New Design
We believe that by providing users with engaging imagery, easier access to deals, and conveying the quality of our food, we will decrease bounce rates and increase conversion by empowering our users to make informed purchasing decisions.
Solution
Problem
Both internally and externally, we received feedback that our homepage felt cluttered and overwhelming. Our stakeholders and analytics partners saw a high number of bounce rates so we set out to solve how we could fix this.
Decrease Bounce Rates
Increase Conversion
Outcome
Current vs New Design
We believe that by providing users with engaging imagery, easier access to deals, and conveying the quality of our food, we will decrease bounce rates and increase conversion by empowering our users to make informed purchasing decisions.
Solution
Problem
Both internally and externally, we received feedback that our homepage felt cluttered and overwhelming. Our stakeholders and analytics partners saw a high number of bounce rates so we set out to solve how we could fix this.
Decrease Bounce Rates
Increase Conversion
Outcome
02 Current Design
When landing on the Homepage, there are a series of cards that have proven, through tactical studies, to overwhelm the users. Giving the users too many decisions at once may increase bounce rates.
Product Cards
Carousels
After the user continues to scroll down the homepage, there are even more cards inside the carousels. Users described the page as overwhelming and cluttered.
When landing on the Homepage, there are a series of cards that have proven, through tactical studies, to overwhelm the users. Giving the users too many decisions at once may increase bounce rates.
Product Cards
Carousels
After the user continues to scroll down the homepage, there are even more cards inside the carousels. Users described the page as overwhelming and cluttered.
When landing on the Homepage, there are a series of cards that have proven, through tactical studies, to overwhelm the users. Giving the users too many decisions at once may increase bounce rates.
Product Cards
Carousels
After the user continues to scroll down the homepage, there are even more cards inside the carousels. Users described the page as overwhelming and cluttered.
03 New Design
Through our tactical studies, shown below, we have found that engaging imagery and video is an effective Call to Action. Users responded that showing them our product made them hungry and engaged them in purchasing decisions.
The feedback on our current design was that it felt too cluttered. In our studies we proved that minimizing the number of cards and relying on full-bleed imagery entices our users to effectively make purchasing decisions.
Our tactical studies show the multiple iterations we went through to engage users in entering their location. In our first test, users suggested that the first things they would want to do is start their order and view deals. In order to do this, we need to know their zip code. This design effectively conveyed that message to users. We believe this will effectively decrease bounce rates for our new users.
We believe that providing users with a video and detailed facts about where we source our ingredients from will encourage our users to purchase our products. Overall, users responded positively to this section and described feeling hungry while watching a pizza being made. The full video is at the end of this case study.
Engaging Imagery
Removing Product Cards
Starting an Order
Displaying Product Quality
Through our tactical studies, shown below, we have found that engaging imagery and video is an effective Call to Action. Users responded that showing them our product made them hungry and engaged them in purchasing decisions.
The feedback on our current design was that it felt too cluttered. In our studies we proved that minimizing the number of cards and relying on full-bleed imagery entices our users to effectively make purchasing decisions.
Our tactical studies show the multiple iterations we went through to engage users in entering their location. In our first test, users suggested that the first things they would want to do is start their order and view deals. In order to do this, we need to know their zip code. This design effectively conveyed that message to users. We believe this will effectively decrease bounce rates for our new users.
We believe that providing users with a video and detailed facts about where we source our ingredients from will encourage our users to purchase our products. Overall, users responded positively to this section and described feeling hungry while watching a pizza being made. The full video is at the end of this case study.
Engaging Imagery
Removing Product Cards
Starting an Order
Displaying Product
Quality
Through our tactical studies, shown below, we have found that engaging imagery and video is an effective Call to Action. Users responded that showing them our product made them hungry and engaged them in purchasing decisions.
The feedback on our current design was that it felt too cluttered. In our studies we proved that minimizing the number of cards and relying on full-bleed imagery entices our users to effectively make purchasing decisions.
Our tactical studies show the multiple iterations we went through to engage users in entering their location. In our first test, users suggested that the first things they would want to do is start their order and view deals. In order to do this, we need to know their zip code. This design effectively conveyed that message to users. We believe this will effectively decrease bounce rates for our new users.
We believe that providing users with a video and detailed facts about where we source our ingredients from will encourage our users to purchase our products. Overall, users responded positively to this section and described feeling hungry while watching a pizza being made. The full video is at the end of this case study.
Engaging Imagery
Removing Product Cards
Starting an Order
Displaying Product
Quality
How did we get to this design?
04 Process
We held a Workshop
The homepage can be the first impression of a brand in a digital landscape. It is used to establish the brand identity, credibility, and value. Whether it is a first-time visitor, or a loyal customer, its main purpose is to provide a way for users to quickly browse and shop our products, to convert them into longtime customers.
In this workshop we reviewed the following:
Quantitative Research - Homepage Analytics Deep Dive
Loyalty & Personalization - Stakeholder Interview/QA
Qualitative Research - Homepage Tactical Study
Marketing - Stakeholders Interview/QA
Wayfinding Presentation
Why The Homepage
We held a Workshop
The homepage can be the first impression of a brand in a digital landscape. It is used to establish the brand identity, credibility, and value. Whether it is a first-time visitor, or a loyal customer, its main purpose is to provide a way for users to quickly browse and shop our products, to convert them into longtime customers.
In this workshop we reviewed the following:
Quantitative Research - Homepage Analytics Deep Dive
Loyalty & Personalization - Stakeholder Interview/QA
Qualitative Research - Homepage Tactical Study
Marketing - Stakeholders Interview/QA
Wayfinding Presentation
Why The Homepage
We held a Workshop
The homepage can be the first impression of a brand in a digital landscape. It is used to establish the brand identity, credibility, and value. Whether it is a first-time visitor, or a loyal customer, its main purpose is to provide a way for users to quickly browse and shop our products, to convert them into longtime customers.
In this workshop we reviewed the following:
Quantitative Research - Homepage Analytics Deep Dive
Loyalty & Personalization - Stakeholder Interview/QA
Qualitative Research - Homepage Tactical Study
Marketing - Stakeholders Interview/QA
Wayfinding Presentation
Why The Homepage
05 Process
Design Studio
After the workshop, the design team met to discuss which design themes we heard from our various stakeholders. We focused on conversations and research that would enhance our experience and motivate our users to make purchasing decisions they are happy with.
In our Design Studio, we focused on themes that would:
Strengthen conversion
Meet customers where they are through personalization
Decrease homepage bounce and exit rates
Unify brand storytelling
Time to Brainstorm
Design Studio
After the workshop, the design team met to discuss which design themes we heard from our various stakeholders. We focused on conversations and research that would enhance our experience and motivate our users to make purchasing decisions they are happy with.
In our Design Studio, we focused on themes that would:
Strengthen conversion
Meet customers where they are through personalization
Decrease homepage bounce and exit rates
Unify brand storytelling
Time to Brainstorm
Design Studio
After the workshop, the design team met to discuss which design themes we heard from our various stakeholders. We focused on conversations and research that would enhance our experience and motivate our users to make purchasing decisions they are happy with.
In our Design Studio, we focused on themes that would:
Strengthen conversion
Meet customers where they are through personalization
Decrease homepage bounce and exit rates
Unify brand storytelling
Time to Brainstorm
06 Design Studio Themes
Minimize Number of Cards
Utilize Strong Imagery
Convey a Quality Story
To reduce a sense of clutter, we utilized a balance of full bleed images and cards.
We believe that strong imagery will entice users to engage with our products and search our menu and deals.
We believe emphasizing Better Ingredients messaging will entice users to engage with our products.
1
2
3
Focus on Main Goals
Engage in Decisions
Convey Clear Next Steps
To accurately funnel users to our menu and deals, we need to have appropriate calls to action.
We believe providing users with succinct decision points will enhance our ability to funnel users to their desired purchasing experience.
To reduce bounce rates, we need to be transparent with users about where each CTA will take them.
4
5
6
Minimize Number of Cards
Utilize Strong Imagery
Convey a Quality Story
To reduce a sense of clutter, we utilized a balance of full bleed images and cards.
We believe that strong imagery will entice users to engage with our products and search our menu and deals.
We believe emphasizing Better Ingredients messaging will entice users to engage with our products.
1
2
3
Focus on Main Goals
Engage in Decisions
Convey Clear Next Steps
To accurately funnel users to our menu and deals, we need to have appropriate calls to action.
We believe providing users with succinct decision points will enhance our ability to funnel users to their desired purchasing experience.
To reduce bounce rates, we need to be transparent with users about where each CTA will take them.
4
5
6
Minimize Number of Cards
Utilize Strong Imagery
Convey a Quality Story
To reduce a sense of clutter, we utilized a balance of full bleed images and cards.
We believe that strong imagery will entice users to engage with our products and search our menu and deals.
We believe emphasizing Better Ingredients messaging will entice users to engage with our products.
1
2
3
Focus on Main Goals
Engage in Decisions
Convey Clear Next Steps
To accurately funnel users to our menu and deals, we need to have appropriate calls to action.
We believe providing users with succinct decision points will enhance our ability to funnel users to their desired purchasing experience.
To reduce bounce rates, we need to be transparent with users about where each CTA will take them.
4
5
6
After many iterations and tactical studies we came to a final design.
07 Final Design
Engaging Imagery
We believe that providing the user with engaging imagery will incentivize them to purchase our product and will improve our conversion. Through our tactical studies, we saw users become hungry and talk about making purchases because of the imagery and video we showed. Based on this feedback, we believe imagery that shows our product quality will help increase sales and decrease homepage bounce rates.
Impact
Engaging Imagery
We believe that providing the user with engaging imagery will incentivize them to purchase our product and will improve our conversion. Through our tactical studies, we saw users become hungry and talk about making purchases because of the imagery and video we showed. Based on this feedback, we believe imagery that shows our product quality will help increase sales and decrease homepage bounce rates.
Impact
Engaging Imagery
We believe that providing the user with engaging imagery will incentivize them to purchase our product and will improve our conversion. Through our tactical studies, we saw users become hungry and talk about making purchases because of the imagery and video we showed. Based on this feedback, we believe imagery that shows our product quality will help increase sales and decrease homepage bounce rates.
Impact
Selecting a Store
When the user lands on our homepage and we do not know anything about them, the first thing we need to do is collect their location. Doing this will allow us to show deals that are accurate so that they do not see a different price at cart and abandon their order. Our tactical studies showed promising findings that when prompted, users understood we needed their location and felt comfortable giving it to us.
Problem
Selecting a Store
When the user lands on our homepage and we do not know anything about them, the first thing we need to do is collect their location. Doing this will allow us to show deals that are accurate so that they do not see a different price at cart and abandon their order. Our tactical studies showed promising findings that when prompted, users understood we needed their location and felt comfortable giving it to us.
Problem
Selecting a Store
When the user lands on our homepage and we do not know anything about them, the first thing we need to do is collect their location. Doing this will allow us to show deals that are accurate so that they do not see a different price at cart and abandon their order. Our tactical studies showed promising findings that when prompted, users understood we needed their location and felt comfortable giving it to us.
Problem
Store Search
After our homepage tactical studies, we additionally ran two store search studies to optimize that flow. Doing so gave us insight as to why users may not want to give us their exact location and helped us to design a solution that makes them more comfortable and allows us to show accurate inventory and deals on the homepage.
Solution
Store Search
After our homepage tactical studies, we additionally ran two store search studies to optimize that flow. Doing so gave us insight as to why users may not want to give us their exact location and helped us to design a solution that makes them more comfortable and allows us to show accurate inventory and deals on the homepage.
Solution
Store Search
After our homepage tactical studies, we additionally ran two store search studies to optimize that flow. Doing so gave us insight as to why users may not want to give us their exact location and helped us to design a solution that makes them more comfortable and allows us to show accurate inventory and deals on the homepage.
Solution
Final Thoughts
During our tactical studies, this design was received very well by users. As we now move into production in 2026, we hope to see conversion increase. The final outcomes will be posted here shortly.
Outcome
Final Thoughts
During our tactical studies, this design was received very well by users. As we now move into production in 2026, we hope to see conversion increase. The final outcomes will be posted here shortly.
Outcome
Final Thoughts
During our tactical studies, this design was received very well by users. As we now move into production in 2026, we hope to see conversion increase. The final outcomes will be posted here shortly.
Outcome