How we helped Domino's win more customers

World’s biggest pizza chain transforming digitally.

The combined effort of discounted pricing and the convenience of ordering online helped Domino’s surpass McDonald’s by 2X to establish market dominance in Asia. Digital has become their most critical channel and the organization is going through a digital transformation culturally.

Today's user has very high expectations

With the advent of new food tech startups like UberEATS, consumers now have access to all restaurants at the click of a few buttons, with discounts. Domino’s being a super brand, loved by many for its food and 30 minutes delivery is still able to grow its independent digital channel. However, the app experience remains inferior to the new age UX of current day apps and attracts a lot of criticism from fans on the App / Play Store.

A dream team with an accomplished Chief Designer Officer

A team with 1 Product Manager, 1 Design Director and 1 Product Designer was assembled to take on the challenge. The chosen Design Director, Suvonil had earlier led the mobile focussed re-design of the country’s largest $10 bn e-commerce company, and also advised one of the world’s leading restaurant & food discovery apps.

Measurable business impact

Domino’s team continues to implement the UX recommended by Indiez.

Changes implemented till date reduced drop-offs by 10% as users are being pushed through the funnel in a smooth fashion. This has already led to a topline growth of 1%.