Redesigning the UX of the App of a 20 Billion Dollar Chain - Domino's

Domino's Case Study | Crewscale


One of the largest pizza restaurant chains in the world, Domino’s is a highly-recognized global brand. Founded in 1960, Domino’s focuses on doing business through its large network of franchise owners and Company-owned stores. On average, they serve more than 3 million pizzas each day throughout their global system.

The combined effort of discounted pricing and the convenience of ordering online helped Domino’s surpass McDonald’s by 2X to establish market dominance in Asia.

Digital has become their most critical channel, and as such, the organization is now going through a digital transformation in every aspect of its culture.

Their Challenge

With the advent of new food tech startups, such as UberEATS, consumers now have access to any restaurant at the click of a button.

Domino’s is decidedly a super-brand, loved by many for its comforting food and 30-minute delivery times. However, the Domino’s app experience was not up to the standard of the new-age UX and attracted a lot of criticism from fans on the App / Play Store. Users complained the ordering process was slow and the interface wasn’t user-friendly.

They were looking for growth in their digital products. There was a lack of food-tech knowledge, e-commerce experience, and design skills to completely revamp the Domino’s app. Lately, the brand realized that its existing design and technology agencies required the necessary experience to build a truly innovative product.

Why Crewscale

Domino’s found Crewscale’s value proposition to be one of its kind in the market. Crewscale analyzed their treasure-trove of proprietary data to identify their team with the right combination of skills to take on this specific challenge.

The whole hiring process took just one week. The chosen lean team comprised Product Manager, Design Director, and Product Designer.

The chosen lean team had previously led the mobile-focused redesign of the country’s largest $10B e-commerce company. They advised one of the world’s leading restaurant and food discovery apps. The Domino’s project was in expert hands.

About Crewscale Engineers

As for our engineers, “I love engineering challenges — this is something that I live for. With a platform like CrewScale, I’m able to work with the best projects and cutting edge tech from across the world. I finally have the flexibility to choose the clients and projects that interest me. I love that the projects are fairly diverse as well. They ensure there’s no scope to get bored as the next challenge is always just around the corner. My learning curve and career graph have been great!”

How Crewscale picks talent

Crewscale filters the top 1% of applicants to build an extremely pre-vetted pool of engineers. With the 100+ skill tests set our team structures a career progression plan for the candidates and understand workers’ goals. The project-based assessment module (Talscale) aims to brush up your technical as well as domain knowledge.”

Clients can find the right talent and can start working on their projects in less than a week. This saves months wasted in recruitment and training.

The Domino’s team continues to implement the UX recommended by the Crewscale team. The changes made reduced mobile abandoned carts by 10%, as users were pushed smoothly through the sales funnel. This has also led to top-line growth of just over 1% – an unprecedented accomplishment.