Lou Malnati's

Chicago Style

Lou Malnati’s Pizzeria is home to the best deep dish pizza in the world and is expanding quickly.  Lou Malnati's asked us to help digitally transform their customer ordering experience from the ground up. 

Being huge fans of their pizza, we were excited to help define how customers interact with the famous brand.  Focusing on a core feature set, we created a mobile app that delivers the best native UX—and deep dish pizza—to Lou Malnati’s customers. 

The result of our collaboration: a streamlined mobile ordering experience worthy of Lou Malnati's famous pies. It's not just easier to order deep dish pizza, it's easier to get rewarded for being a loyal customer.

Here's how we made the new Lou Malnati's Pizzeria mobile app.

An app so good, it smells like pizza

  • We had a simple goal in mind: How do we deliver an experience that is as beautiful as the famous deep dish pizza from Lou Malnati’s.

  • In a market where “on-demand” ordering is extremely common, our app needed to remain as accessible and personal as ordering over the phone. 

  • We leveraged personalization to learn users’ preferences and shorten order forms—resulting in a more convenient and speedy experience.

Order a Deep Dish Pizza Faster Than Ever

Preparing our ingredients

During a heuristic evaluation of the existing mobile app, we focused on functionality and flows. We identified and solved several key opportunities:

Easier to use
We designed a new order flow that was more intuitive and more streamlined for mobile ordering.

Faster to pay
We eliminated redundancies to make the payment process simpler and faster for all orders.

Simpler menu
Backed by user input, we implemented a stronger content strategy to clearly convey the most important menu information.

 

 

We completed several rounds of user research to understand ordering behaviors and needs.

The insights we gathered became guidelines for final app designs. In addition to improving several flows, we optimized screen layouts for a swift ordering process.

During a rapid, two-week design sprint, we combined the cart and purchasing process in a single screen. We also targeted customized support features.

Default address fields and saved payment information further reduced the friction to purchase and shortened the total checkout time.

We improved the app architecture to deliver clearer calls to action.

The original app’s location-selection process was unintuitive and slow. Our restructured architecture made it easier for users to set their location.

We eliminated extraneous details on the menu. Instead of overwhelming users, we presented the right balance of information. User feedback revealed patterns of repetition.

App users consistently reordered their favorite menu items from the same locations.

With these insights in mind, we tailored designs to streamline a unique experience for each user.

The previously saved location loads upon application relaunch, along with several opportunities to quickly reorder and save additional favorite items.

The number of toppings on a single pizza can rise quickly. We provided contextual options to keep users focused on what items matter most to them.

 

Deliver Delight With Every Screen

User feedback revealed patterns of repetition. App users consistently reordered their favorite menu items from the same locations.

With these insights in mind, we tailored designs to streamline a unique experience for each user. 

The previously saved location loads upon application relaunch, along with several opportunities to quickly reorder and save additional favorite items.

 

Bringing it all together

Flexibility 
Our accelerated location-selection process began a customized and streamlined ordering process.

Efficiency
We integrated saved information into more efficient forms with clearer calls to action.

Aesthetics
We enhanced and reinforced the existing UI for more consistent brand integrity and a truer aesthetic experience.

Balance
We employed a strategic balance of components in a scalable product and platform designed to evolve.

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