projects

Pazzi webapp

Design

eCommerce

PWA UX/UI design for foodtech sector

the customer

Automated hospitality with Italian character and global reach

Pazzi has completely reinvented the concept of fast food with a unique proposal: artisanal pizzas made on the spot by robots, ready to go and without kitchen staff. A disruptive, scalable model with an Italian soul, where robotics and traditional pizza come together.

the challenge

Pazzi's innovative vision required a digital experience to match: a webapp (PWA) that would allow agile ordering, manage loyalty programs, offer personalized discounts according to user profile and adapt to an automated franchise model in full international expansion.

Our challenge was to translate this avant-garde approach into an intuitive user experience, consistent with the brand and easy to replicate at the opening of each new franchisee location.

"You have turned the creation of our webapp into an agile and perfectly structured process. Your active listening, good judgment and attention to detail are reflected in a result that we love. Thank you for such a professional and close accompaniment!"

Blanca S. Montil

PAZZI - Brand and Marketing Manager

Understanding

From the beginning we worked closely with Pazzi's team, starting from initial sketches and wireframes that served as a reference point to understand the business logic and the first user flows.

During the first sprints, we focused on:

Conduct understanding, coordination and planning meetings with our team and the client's team.

Evaluate the material sent by the client for the analysis of the expected performance of the webapp.

Define key screens and the complete customer journey: from product selection to order pickup.

Mapping specific needs such as segmented discounts by profile (students, healthcare personnel, over 60s...) or the management of the points and rewards system.

This stage allowed us to define a solid base of information architecture, which would guide the subsequent work of experience and interface design.

experience design

With a clear structure, we went on to build the complete experience, always from a User-Centered Design (UCD) approach.

During the following sprints we worked on:

Identify and document all possible user flows, including alternative scenarios and exceptions.

Create navigation diagrams and prototypes that represented the user's journey in different contexts of use.

Perform constant iterations of functionalities and validations with the Pazzi team, to maintain consistency between design, business and technology.

We also designed an intuitive navigation system, with micro-interactions designed to guide the user through each step, and visual patterns that ensure clarity, accessibility and efficiency at all times.

interface design

Once the customer journeys were defined, we focused on designing all the visuals of the platform, always aligned with Pazzi's identity and positioning.

At this point:

We searched for visual references as inspiration to define style, look & feel, graphic tone and general format of the application.

We design all screens following the mobile-first methodology, performing progressive validations.

We then translate those designs to the desktop and tablet environment, ensuring a responsive design without losing consistency between devices.

We created a visual system based on a clear typographic hierarchy, visual afordance and visible calls to action, respecting your brand identity and other references to its use.

We develop custom iconography for navigation as well as to represent ingredients, order status and key functionalities.

In addition, we developed a complete visual deliverable that included style references, look & feel, graphic backgrounds and resources for visual content.

Impact

Thanks to an iterative and collaborative process with Pazzi's team, we delivered a digital experience that:

It enhances the business model with an easy-to-use, scalable interface designed to operate in multiple locations (franchised locations in different countries).

Reinforces brand identity from visual design to interaction.

It incorporates loyalty tools such as redeemable points, segmented promotions and rewards.

Facilitates technical implementation, thanks to complete documentation and decisions validated jointly with the teams involved.

This project demonstrates how a well-designed user experience can become a real competitive advantage, even in highly automated sectors, where the balance between efficiency and warmth is key.

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