An e-commerce website for a pandemic-conscious pizza restaurant.

Meta Pizza brings authentic Italian pizzas to the popular food scene in Inner Sunset. Their pizzas are made-to-order, and are delivered half-baked, so you can enjoy the experience of a fresh pizza from the comfort (and safety) of your own home. I designed an ecommerce experience that reflected the modernity of the brand mission, while focusing on customer experience.

The main attributes that I focused on were: user research, site navigation, repetition (i.e. CTA links, messaging, order review), breadcrumbs, accessibility, and layout.

Details

Personal project spending my evenings and weekends developing my technical skills in e-commerce strategy, product design, and digital prototyping. The restaurant concept was inspired by Oakland’s very own, Pizza Matador.

Strategy

Target Audience

Roles

Authentic pizza lovers
Alternative pizza lovers (people who like to try new toppings on a classic food type)
Young adults who don’t have time to fully prepare a meal (young professionals, parents of young children, urban residents)
People who care about hygiene (pizzas finish baking at home, ensuring that the heat of your own oven will kill off germs)

Psychographics

Personality & Attitudes: Professional yet quirky, health/wellness conscious, planner
Values: open-minded, progressive
Lifestyles: Goes on adventures with friends/family, sets aside specific time to try new things (foods/activities/etc.), likes to bring people together over great food, visits museums, has a diverse network

Location

The restaurant will be located in the Inner Sunset neighborhood in San Francisco. Inner Sunset is located in a mostly residential quaint region of the city, just underneath Golden Gate Park. It is near the park’s museums and gardens, as well as the UCSF campus. This region is home to students, families, hikers, tourists and travelers, offering a variety of customer to engage with.

Demographics

Gender: Male, female, or non-conforming
Education: College education or higher
Occupational industries: Design, business, tech, agency
Age Range: 25–45 years old
Location: Inner Sunset, San Francisco

User Needs (customer)

The website needs to enable the user to:

Find out if the restaurant delivers to their area
Order food online
Customize pizza
See the price of each customization
See the total price of the order as they add/subtract customizations
Restart customized order (erase progress and start over)
Find restaurant location and contact info (address, phone, email, etc.)
Check order time (and potentially time for delivery)
Place to input some contact details to associate the users order with them when they pick up/get it delivered (i.e. phone number, order number)

Client Needs (restaurant)

The website needs to enable the client to:

To sell food online
Offer clear distinction between delivery or pick up
Provide a system for order customization
Visual aesthetic that speaks to Italian authentic food
Communicate modern/progressive style
Simple and accessible UI
Clear imagery of ingredients
Clear indication of the market differentiators: (1) authentic Italian, (2) made-to-order, (3) half-baked pizza, (4) finish baking at home for freshness and hygiene

Outline of Scope

Content Requirements

The user will be looking for:

Information about the differentiators behind the pizza restaurant
- describe value proposition (authenticity/hygiene)
- the people behind the pizza!
Menu of ingredients (images, description, price)
Order process status
Instructions/recommendation for finishing baking at home
Location, hours of operation
Contact information, social links
Delivery region map
FAQ page (where’s my order? how long do you bake pizzas for? What temp do you bake pizzas?
Ranking (Reviews from other customers, sanitation score, area for 3rd party reviews like yelp/google)