Papa Johns UK
A dated, brand-light flow redesigned into a fast, visual, unmistakably Papa John's ordering experience, from browse to checkout.
What I Built
Complexities
The Outcome
Reflection
Papa John's UK customers order online. The experience they were getting didn't reflect the brand they were ordering from. The flow was functional but flat, limited visual guidance, no customisation aids, and a checkout that felt more like a form than a food experience.
Ordering a pizza should feel easy and a little bit exciting. The existing flow felt like neither.
I redesigned the full UK ordering flow, browse through checkout, with a focus on making customisation feel effortless and visual.
The previous flow gave users text-only options for crust type, size, and half-and-half combinations. Customers had to imagine what they were building. I introduced visual reference points: size comparison scales, crust type illustrations, and live half-and-half pizza previews that updated as users made selections.
The result was a flow that matched the appetite a pizza brand should create, fast, clear, and confident enough to get out of the way when it needed to. I also contributed visual design direction to the Big Shaq campaign integration within the digital experience.
Working on a globally recognised consumer brand with a three-month timeline is a particular design challenge. There's no room for lengthy discovery. You make confident decisions quickly, defend them clearly, and ship.
The pizza builder UI required the most craft, getting the visual weight of customisation options right so they aided decisions without slowing the flow. The goal was invisible design: a customer who builds their perfect pizza without ever thinking about the interface.
The redesigned UK ordering experience shipped. The visual customisation approach — giving customers a live preview of what they're building, was a new direction for the brand's digital experience.
Hard post-launch metrics weren't available to me as an agency-side designer, but the brief was met: a faster, more visual, more brand-coherent flow that respects how people actually make decisions when they're hungry.
Papa John's was a reminder that consumer product design at scale is its own discipline. The constraints are different, speed, brand compliance, stakeholder approvals, and the reward is different too: millions of people using something you made, in the most ordinary moments of their week. There's real value in that ordinariness.