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Pizza Slice

Figma, Adobe Illustrator, Adobe Photoshop
Tools Used:
UX/UI Design
The Product

Pizza Slice is a regional pizza chain with locations around the metropolitan area. Pizza Slice strives to provide nutritious and delicious meals, including customized pizza, spaghetti, and side dishes. They provide a wide range of competitive price options. Pizza Slice caters to commuters and busy working adults who don't have a lot of time to planned meals.


Working adults and commuters who need fast delivery of ordered food and don't have time to plan meals.


Create an app for Pizza Slice that allows users to simply place orders and has a 30-minute delivery option.


UX designer designing an app for Pizza Slice from conception to delivery


Figma, Adobe Illustrator, Adobe Photoshop, Figma


Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.


5 Weeks

Design Process:
Understanding The User:
  • ​​User Research

  • Personas

  • Problem Statements

  • User Journey Maps

Research Goals
  • Determine people’s motivation for ordering food online.

  • UX designer designing an app for Pizza Slice from conception to delivery.

  • Define the pain points of people when they order food online.

  • Determine where existing companies stand in the online food ordering market.

Market Research

I began the project by conducting market research to have a better understanding of the restaurant/online food ordering sector. For further information, I gathered key themes from a collection of facts and statistics linked to the research goals/topic:

  • Demographics - The majority of customers are busy working adults from Generation Z and Millenials (ages 21 to 39), who don't have a lot of time to spend on meals.

  • Millennials are more likely to find inspiration from external sources (e.g., influencers, advisement, friends, etc ).

  • The time lag between discovery and order is a pain point for millennials who continue to expect better in less time.

  • The most major benefit of purchasing food online is that it saves time and effort.

  • Customers who return home late at night after work want food to be delivered quickly.


To understand the consumers I'm designing for and their requirements, I conducted interviews and built empathy maps. Working people who don't have time to cook or plan meals and desire speedy delivery of order food were identified as the main user demographic through the study. This user group verified preliminary expectations about Pizza Slice customers, but research also demonstrated that time was not the main problem preventing users from cooking at home. Other user issues include duties, hobbies, or obstacles that make it impossible to go grocery shopping or to a restaurant in person.


In order to gain qualitative data about users’ goals, needs, frustrations, and motivations, I conducted user interviews on users that fit the demographics from market research. I completed interviews with 5 different interview participants. Two are female, and three are male and fall between ages 24 to 36. All interviewees are working professionals in different fields in Bangalore India.

Empathy Map

After conducting the interviews, I took the transcripts of the interview and transferred it to post-its, and organized into thinking/feeling, doing/saying, hearing, seeing, pain, and gain categories that form my empathy map.

Pain Points
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Adults who are extremely preoccupied are unable to cook the meal.
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Ordered food takes a long time to be delivered .
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Difficulties comprehending the user flow and spending a significant amount of time on the app.
User Persona
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Based on gathered research, combined with insights from an empathy map, I created a persona that represents the Pizza Slice audience segment.

User Journey Map

Mapping Vinod’s user journey revealed how helpful it would be for users to have access to the dedicated Pizza Slice app.

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Problem Statement:

"Vinod is a young BPO employee who needs to place and receive orders quickly because of his busy work schedule, can't devote much time to meal planning."

Competitive Audit
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User Flows
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Starting the Design:
  • Paper Wireframes

  • Digital Wireframes

  • Low-fidelity Prototype

  • Usability Studies

Paper Wireframes

Taking the time to sketch out iterations of each app screen on paper guaranteed that the parts that made it to the digital wireframes were well-suited to solving user problems. To assist consumers save time, I prioritized a quick and straightforward purchase experience for the home screen.


Final wire frame of all screen.


For the home screen, I developed 5 alternative home screens to make it more useful and functional.

Digital Wireframes

Based on user flow, I created low-fidelity wireframes to serve as blueprint for the visual interface of the website. It allows us to visualize hierarchy, priority, and flow before implementing more minute details, such as font and colors.

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Low-Fidelity Prototype

Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was building and ordering a pizza, so the prototype could be used in a usability study

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Usability Study: Findings

I carried out two rounds of usability testing. The initial study's findings aided in the design process, from wireframes to mockups. The second research made use of a high-fidelity prototype to indicate which areas of the mockups needed to be improved.

Round 1 Findings

Round 2 Findings

User wants filter for veg pizza.

User needs calorie and item rating information in items description.

Users needs noticeable 30 mins delivery button option.

Users need larger fonts to read the description.

Users need simple and clear indication to edit delivery address.

User needs another option to edit address.

Starting the Design:
  • Mockups

  • High-fidelity prototype

  • Accessibility


In early designs, the option to 'Get order in 30 minutes' was located underneath the cart items, but after conducting usability tests, I moved the option to 'Get order in 30 minutes' near the checkout button to make it more visible to the user.

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There was no option for filtering veg products in early designs, but following a usability research, I introduced a filter veg item.

The second usability study showed that the user wanted to see the item's rating and the item's calories in the description, So I added the item's rating and calories to the description. I also changed the size of the description font as per the requirement of the user.

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Color Palette
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High-Fidelity Prototype

The final high-fidelity prototype presented cleaner user flows for choosing a pizza, customizing it and checkout. It also meet user needs for a 30 min delivery option as well as more customization.

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Accessibility Considerations

Used larger size font which Provided access to users who are poor eyesight.

Used icons to
help make
navigation easier.

Used detailed
imagery for pizzas and toppings to
help all users
better understand
the designs.

Refining The Design
  • Takeaways

  • Next Steps


The app gives customers the impression that Pizza Slice is truly concerned about meeting their demands. According to one peer reviewer, "the app made it so easy and fast by having the option of getting it in 30 minutes!" I'd absolutely use this app again for a tasty, quick, and even nutritious supper."

What I learned

While developing the Pizza Slice app, I discovered that the first concepts for the app are merely the start of the process. Each version of the app's design was informed by usability research and peer input.

Next steps
  • Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.

  • Conduct more user research to determine any new areas of need.

Let’s Connect!

Thank you for taking the time to go through my work on the Pizza Slice app! If you want to learn more or get in touch, my contact information is shown below.

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