Domino’s
Public Website (2023)
Noble Web | Desktop Web
A refresh of Domino’s homepage to include a new brand font and product photography.
Research
At the beginning of 2023, DPE switched marketing agencies and wanted to immediately move away from the corporate “Pizza Press” font to a bold, clean (all caps) Futura based design. Product photography and brand design would change radically and quickly during this period, moving to a big focus on product, darker backgrounds, and striking key visuals - cheese pulls, ingredients and steam.
Design
Moving with the new brand direction, I dramatically simplified the UI, removing extraneous buttons and links that didn’t relate to conversion. This also gave an opportunity to clean up the website’s footer to a clear, structured approach to that data. Key visuals fill the canvas, flowing under the header and deal text.
Clear controls carry key colours from the Domino’s app back into this space for a consistent user experience regardless of entry point.
We deferred to analytics and heat maps to understand where our users were tapping, and from this understood that the service selector (delivery or pick up) was the heart of the page. This design was retained and expanded for desktop, and made more prominent and legible on mobile. Although design’s preference was to move it on mobile to under the first offer (and thus closer to the user’s thumb) the business made the decision to retain its hierarchical position.
Deployment
This design is under active development with a view to a 2024 launch.