Delivering the Best Pizza (App)
Webby 2019 Submission | Food & Drink
The Challenge
Pagliacci Pizza is known for creating delicious, high quality pizza. They are so devoted to their community and employees, they’ve become a Seattle institution — especially when ordering pizza on Friday night.
For 40 years, they’ve been interacting with their customers though multiple restaurant locations and by directly talking with customers via their much-loved call center. Their reps are the best in the business, known for being attentive, knowledgable, and personable.
However, relying on a phone call for each order doesn’t scale well, and doesn’t address their growing customer base who would prefer ordering from an app.
Their challenge was to create an app that could be just as personalized, fast, and easy as calling an order in.
A Best-in-Class Mobile Ordering Experience.
Delivered.
30%
Fewer call center orders
4.9
out of 5
15sec
To place a reorder
“I don’t expect much out of apps for single use places but this one is soo well done. It’s easier to order from the app than online or by phone!
Quick Order Menu
Innovative UI Solution for Quick Reordering
The quick-order menu is a key design element that puts personalized recommendations one swipe away.
Much of the app audience are customers who order from Pagliacci regularly. They're used to calling on the phone, having the rep know all about their previous orders, and quickly being able to order "whatever we did last Friday night." The app required an even faster and easier analog.
From the home screen, users can swipe up to reveal their favorite orders and order history. This allows loyal customers to reorder their favorite meals very quickly — just 15 seconds, on average.
“Flicks are fast. Buttons are commitments.”
During user testing we discovered that people loved swiping up quickly vs tapping a menu item to get to quick ordering. It’s fun, fast, and engaging.
Favorites
Bringing Personalization to the Forefront
The app brings something brand new to the Pagliacci ordering experience: the ability to save favorite orders and items.
Favorites enable an entirely different ordering experience for the customer — one where instead of relying on memory or previous orders, they can quickly create an ideal orders, like "Family Movie Night," for later. Customers can even convert previous orders into a favorite to save time.
The app provides many ways to access favorites, so no matter where someone is, they can quickly add that mint gelato in one tap.
Rewards
Loyalty Pays
The app works with Pagliacci's point of sale system to give customers a digital rewards card. All orders placed via the app or in person accrue points toward a rewards balance which can be cashed in at any time. Free pizza anyone?
Streamlined Cart
Best in Class, Personalized Checkout
A top tier food ordering app wouldn't be complete without a checkout process that's fast and easy to use. The app features all the key user interface and functionality requirements to fit the bill: an easy to understand interface, short scroll distance, ability to save credit cards, ability to edit items inline, order tracking & progress, and quick access to the cart throughout the app.
However, the Pagliacci app requires much more functionality to contend with their unique business. Use cases such as: Is this order takeout or delivery? Does it have alcohol? Are you 21? Are you sure you want to wait 1 hour for delivery from your nearby restaurant — if you pick up it'll only be 20 minutes!
The app gracefully personalizes the cart for many different workflows based on what the customer has ordered, their order history, and ever-changing delivery demand.
The app even offers personalized recommendations based on previous ordering behavior and current trends, helping customers quickly add items they may have forgotten and increasing revenue.
