DDP Pizza Delivery app

A delivery-only establishment that delivers personal pizzas to customers living in the downtown core, aimed specifically to office workers including a Team Order feature.


Doughy Delights Pizzeria, DDP, is a delivery-only pizza restaurant concept intended for busy office workers in the downtown core. The intention of the project was to come up with a concept to create a food delivery app around.

Restaurant Concept

Name & URL

Doughy Delights Pizzeria known simply as DDP



Toronto, Ontario, CA in the downtown core

Main Target Audience

The downtown core of Toronto is a tech hub. There are several tech companies, from startups to well established corporations, located in close proximity. This service will cater to mostly people in these offices.


DDP will be specialize in the Personal Pizza. Customers can order highly customizable pizzas to have delivered to the office during lunch. There will be various sizes of pizzas and it will feature a smaller sized pizza to customize and order for lunch. DDP will have a wide array of toppings to choose from, like fancy meats, various cheeses, artichokes, pineapple, arugula, pesto sauce, oil sauce, etc. There will also be a pasta dish special daily, one dish per day. DDP will have a small selection of higher end/obscure beverages like San Pellegrino, Kombucha, cold Mate, etc.

Price Point

Keeping in mind the wide range of salaries associated with tech companies, DDP intends on keeping everything moderately affordable. To cater to some more of the high end clientele, DDP will feature a range of upmarket toppings as well.

Elevator Pitch

DDP offers customizable personal pizzas for lunch. We have a wide range of artisan toppings, as well as all the classics. Offering a wide range of sizes, our Personal Size is perfect for lunch.


The website/app will focus on the following target audiences:

Roles Personality Values

Software Engineer

UX/UI Designer

Client Care Specialist

Office Coordinator - team lunches






Eating with friends

Down time from work

Figure 1.Target Audience


With the strategy in place, I were able to define the personas with more clarity:

user personas chart
Figure 2.User Personas

User's Needs

The app needs to enable the user to:

  • Discouver if the restaurant delivers to their area
  • Order food online
  • Get detailed information about ingredients
  • Customize their personal pizzas or choose from Favs
  • View and reorder past favorites
  • Create teams/group ordering options

Client's Needs

The website needs to enable the client to:

  • Provide a system for order customization
  • Communicate what ingredients are
  • Communicate the specialized Personal Size
  • Customize their personal pizzas or choose from Favs
  • Communicate uniqueness of toppings
  • Create options for Users/Teams to bundle orders

Outline of Scope

The user will be looking for:

  • Examples of pizzas/products
  • Menu items
  • Pre-made Selections
  • Customization Options
  • Delivery Area
  • About Us


After determining the ouline of scope and the functinoality requeirements, the sitemap was created.

sitemap for app
Figure 3.SiteMap

Wireframing & Prototyping

With the proper planning, I were able to confidently move into creating wireframes for the app. I took the decision to focus more on the functionality and structure of the app, opting for low-fidelity wireframes with very little detail. Ultimately, I could add design elements in later, what was important for our users, was that the product (above all) was clear and simple.

Figure 4. DDPs low-fi wireframes.


The design of the app and site was meant to stay light and fresh feeling. I wanted to stick to traditional food coloursbut also wanted something more hip. I decided to go with a very simple layout, letting the images of food carry the wieght of the design.

Figure 5. DDP's Home Screen in mobile app.
Figure 6. DDP’s Home Screen on web.
Figure 7. Moodboard to help guide design.


I am pleased with the results but have some aspects I would like to revisit. The timeline for this project didn't allow for a lot or User Testing and Prototyping, something I will be digging into deeper during the next design iteration.

Date December, 2018
Type Mobile apps, Wireframes, Moodboard style design