![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/5e0bfe66-a3ba-4fd4-bb20-5761788ee39c_rw_600.png?h=b41f8bb03670039c45cb4a858a77bad4)
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/2aafa685-69df-40df-90e4-de97236f7a04_rw_1920.jpg?h=58ffd37608274d03b1bbb482324941e3)
Creating a mood board early on of the target clientele and pizza place for this fictive scenario helped anchor me in reality and narrow down people in my surroundings I could see fit the target demographic.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/2dbfed2b-621e-48d7-be74-545ad3b155fb_rw_1920.png?h=d34f536ceb95705d1900e3b65da166fe)
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/66aae790-f4a5-4288-82ae-4c1d58e0b6de_rw_1920.jpg?h=c498423629a96b90c5e097b6a34b3e3f)
A case for speed: Journey Map of Sylvie ordering over the phone 10 pizzas during her 8-year-old son's birthday party.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/0d6437ec-c931-4002-a4cd-3bc1d85324bd_rw_1920.jpg?h=4481e1d1f15ea6245c0812b29618c90e)
On the left, the second persona Maya, a case for customization, ordering 3 customized pizza using an existing app. The Journey Map helped me understand what where the fundamental elements to keep from existing products that facilitate customization and promote app usage.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/4e288d7b-79dc-438f-a6be-5f058c437450_rw_1920.jpg?h=e5be3da40c96c805cd10fe9459f15c45)
Using pizza application and other products that offer customization as a benchmark, I identified what worked well and didn't in terms of speed of ordering and ease of customization.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/f5854a89-3489-4c27-bd16-78f537bd1117_rw_1920.jpg?h=7b5f29122529becc5218ec509e2c44e3)
Paper prototyping before moving on to low-fi allow to easily edit and test ideas.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/00c54cab-f2fd-438b-a431-6ab04a084a8f_rw_1920.png?h=7ebe997a2dd898dafee69644dbe175f3)
Ask the user to simply enter the postal code to view estimated delivery and opening hours of nearest store, instead of their extensive address information.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/0be38c28-43f3-415f-b5fa-58c76cef0b2e_rw_1920.png?h=f597e54e7976b2e2cde670c13ec7b35b)
Customers can start customizing from menu pizzas (combining or editing ingredients) or their saved pizzas if they are logged in.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/2a86ee53-f14e-46da-8902-e549f43ebd26_rw_1920.png?h=069df6cb8d66d731f13d198aa12bf243)
Propose to answer 2 quick questions in order to fast-track order/guide recommendations: dietary restrictions and favourite toppings. It is easily skippable if not of interest.
![](https://cdn.myportfolio.com/35d5eddf-67b8-4303-b8f7-c78acfde3d5c/7d83f1cc-276f-41c3-bc15-3ba8774af4be_rw_1920.png?h=01c51231b4a06b369b113e09fe3814bf)
The pizza recommendation/search is now filtered according to the preferences.
Filters are available at the top right at any point.