Dominos

Delivering feel good moments, not just pizza

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Vision

Reimagine the post order experience for the worlds biggest pizza delivery brand 

Dominos was undergoing a massive digital transformation and the future roadmap looked more like a tech giant than a pizza company. The 'Anyware' platform was expanding, offering novel ways of ordering pizza - via text, emoji, and even a ‘zero click’ option. With new platforms and technologies always on the horizon, options for how users engage were endle
The 'Anyware' platform was expanding, offering novel ways of ordering pizza - via text, emoji, and even a ‘zero click’ option. With new platforms and technologies always on the horizon, options for how users engage were endless.
Our strategic proposition ‘Delivering feel-good moments’ is rooted in openess and transparency and geared towards building trust and giving users that little something extra.
What we delivered
Product strategy
Design system
Animations
HTML canvas elements
Toolkit
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Appraoch

A Domino's pizza companion. Introducing DOM:

More than a piece of utility, Dom was a branded robot that brought a distinctive Domino’s character to the experience. DOM provided updates and information, acting as a companion to guide users through the order process. Delivering moments of delight to heighten the sense of anticipation while waiting for your pizza to arrive.
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More than a piece of utility, Dom is a branded robot that brings a distinctive Domino’s character

Approach

Building trust through principled, systematic design

We started by changing the product model - shifting from a Linear tracker to a circular one. The circular approach reinforced continuity and consistency, promoting users to order again and again. It also created a unique piece of real estate — the ‘aperture’ which we could utilise for brand engagement and communication. 
Brand

Bringing DOM to life

DOM had to be playful and expressive to align with the core brand principles. We developed a library of gestures that formed the foundations of DOM's character. Defining a conversational tone to deal with different levels of enegagement that change over time.
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Technology
We developed the logic that allowed the tracker to connect with the relevant store and updates were delivered by DOM in real time. Dom had to be robust enough to follow linear narratives but also flexible enough to respond to factors outside of the usual delivery process.
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Content

Building unique narratives around each user

The tracker needed to feel unique to each user and dynamic. Users are given a personalised narrative that is algorithmically changed order by order. Dom provides updates at every stage of the process, including information on who is making your pizza, when it goes into the oven and who your delivery driver is.
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"If I ever meet Zuckerberg, I will look him right in the eye & say, 'The Dominos Pizza Tracker is a better use of technology than Facebook"

Source: @Gabriel Costa / Twitter
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Spotlight — Building community

A platform for creators, illustrators and animators to show their work

The aperture gave us an opportunity to promote creativity and showcase up and coming illustrators, animators and content creators. Anyone coul upload their creations to the Domino’s social channels anad if chosen it would be incoporated into the tracker experience, exposing their work to a broader audience and giving Kudos. 
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Brand

Delivering feel-good moments

We gave users the ability to turn the tracker into a magic 8 ball. A quick shake of the device and Dom would answer anything that was asked. We added interactive content at different stages to provide users an insight into the pizza making process. Offering redemption codes once orders had been delivered and provided onwards journeys.
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Technology

Scaling the experience across iOS & Android apps, XBox & Smartwatches

The scale of application for the tracker was unknown at the start of the project, so we made the decision to design the tracker to be agnostic of any device or platform that could scale seamlessly to any current or future product or platform
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Team

Bill Adcock – CD
Phillippe Wilson – AD
Alex Mcghee – Copy
Mike Tsang – Motion/Proto
Jaime Defederico – DEV
Sam Padmore – UX
Venetia Tabor – CP

Impact

‘Stop with the pizza tracker. It's a cartoon, not real time data. #urbanmyth #CXSUMMIT2017'
@gwynek
Domino’s stock outperforms Apple and Amazon.
@yoniblum – cnbc
‘Does the Domino’s Pizza tracker actually track how long your pizza takes?'
@Cosmopolitan
#pizzatrackergate
Trending #

Results

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Platforms including Responsive web, iOS and Android apps, SmartTV, XBox + Smartwatch

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Content card variations defined as part of the design system

$275

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revenue increase through smartcart and shared cart initiatives

535

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Pizzas sold in one record breaking day — all available to track through the Pizza tracker

Team

Bill Adcock – CD
Phillippe Wilson – AD
Alex Mcghee – Copy
Mike Tsang – Motion/Proto
Jaime Defederico – DEV
Sam Padmore – UX
Venetia Tabor – CP

Impact

‘Does the Domino’s Pizza tracker actually track how long your pizza takes?'
@Cosmopolitan
Domino’s stock outperforms Apple and Amazon.
@yoniblum – cnbc
#pizzatrackergate
Trending #

Results

6

Platforms including Responsive web, iOS and Android apps, SmartTV, XBox + Smartwatch

$275

m

revenue increase through smartcart and shared cart initiatives

10

k

Content card variations defined as part of the design system

535

k

Pizzas sold in one record breaking day — all available to track through the Pizza tracker