Project Overview
About The Brand
The Challenge
Real estate websites often carry expectations of visual impact, but in this case, representation accuracy and operational alignment were equally important.
Design accuracy across building elevations, master plans, and spatial proportions, with zero deviation from approved architectural documentation.
Complex animation requirements that enhanced storytelling without affecting performance or clarity.
Seamless Salesforce integration to support real-time lead capture, tracking, and routing.
Premium brand expectations that required every interaction and transition to reflect refinement, confidence, and attention to detail.
The central challenge was maintaining control across design, motion, and technology without introducing risk to accuracy, performance, or sales workflows.
Process Description
Strategy
- 1Strategy Workshops
- 2Idea Validation
- 3Market Research
- 4Product Roadmap
- 5Research
Design
- 6Information Architecture
- 7Wireframing
- 8Visual Design
- 9Prototyping
Testing & Deploy
- 10A/B Testing
- 11UI Testing
- 12Deployment
The Challenge
Restaurant websites operate at the intersection of storytelling and real-time utility.
Seamless Online Order Routing
Online food orders were smoothly routed through Zomato and Swiggy, ensuring zero disruption to the on-site browsing experience.
Integrated Table Booking Experience
Reservation functionality was integrated via ReserveGo, maintaining a consistent, intuitive user journey from discovery to booking.
Cross-Device Experience Continuity
The platform was designed to deliver a unified experience across all devices, with special emphasis on mobile usability for on-the-go dining decisions.
High-Performance Under Peak Traffic
Optimised performance and system reliability ensured fast load times and stable functionality during peak dining hours and high-intent user traffic.
Goal
The experience strategy focused on accessibility, clarity, and flow:
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01.
Frictionless Actions
Prominent and clearly placed calls to action for online ordering and table reservations designed to reduce decision effort.
-
02.
Brand-First Design
A visual system that reflects PizzaExpress’s premium yet approachable dining personality.
-
03.
Mobile-Optimized Experience
Layouts and interactions designed to support quick decisions and fast actions on mobile devices.
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04.
Platform-Agnostic Integration
Smooth transitions between the website and third-party platforms without breaking the user journey.
dau’s role focused on coordination and execution across disciplines rather than visual experimentation. The work involved aligning design decisions with architectural constraints, calibrating motion to remain functional, and integrating CRM workflows as a core system component. Design, development, and integration were approached as interdependent elements that required ongoing alignment.
New York
Identity / GuidelinesOutcome
The PizzaExpress India platform successfully balanced brand expression with transactional efficiency.
Seamless order routing to online delivery platforms with zero reported breakage post-launch.
Order initiation rate increased 32% compared to the previous platform. Table reservation conversion improved 24% within the first quarter.
Platform maintained consistent performance during peak traffic hours with an average load time of 1.8 seconds across all devices, even under high-intent dinner rush loads.
Exit surveys showed 89% of users rated the transition to ordering and booking platforms as “smooth” or “seamless.” Brand recall remained high even after the third-party handoff.
Mobile traffic accounted for 78% of total orders and reservations, with bounce rate on mobile 42% lower than industry benchmarks for restaurant platforms.
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