Domino’s Pizza México
Online ordering experience
Users were abandoning the pizza customization process (Pizza Chef) before completing their order, not because they didn’t want the product, but because the experience made it too hard to finish.
Reducing drop-offs in a high-friction ordering flow
The problem
• Too many decisions at once
• No clear path forward
• High cognitive load mid-flow
• Users losing momentum before checkout
What I changed
• Reorganized the flow to match natural decision-making
• Reduced visible complexity at each step
• Introduced progressive disclosure
• Clarified the path toward completion
Insight
The issue wasn’t at the start, motivation was high.
It broke down in the middle, when complexity peaked and the next step wasn’t obvious.
Impact
A smoother, more predictable experience designed to reduce drop-offs and help users complete their order with less effort.
The Pizza Chef feature was redesigned to balance flexibility and simplicity, breaking customization into clear steps so users could focus on one decision at a time without losing the bigger picture.
