Domino's Offers App

/23

A mockup for a Macbook placed on a table for a website

Domino’s needed a redesign of their standalone Wallet app — a promo tool for deals — and wanted to integrate it into the main ordering experience. Promo codes should be a delight, not a scavenger hunt. Before this project, Domino’s customers were bouncing between community forums, browser plugins and deal-aggregator sites—often grabbing invalid codes—to find their best offer. Manually entering each code at checkout was time-consuming and frustrating, and many users simply gave up. This case study explores how I merged the standalone Offers App into Domino’s primary ordering experience, automating deal discovery and application to eliminate friction, boost engagement and drive real business results.

Client:

Domino's Pizza Enterprise

Client:

Domino's Pizza Enterprise

My Role:

Digital Experience Designer

My Role:

Digital Experience Designer

Year:

2023

Year:

2023

Service Provided:

UX/UI, AB/Testing, Data & Analytics

Service Provided:

UX/UI, AB/Testing, Data & Analytics

The Challenge

Give for Good was embedded in the Domino’s checkout journey as an optional round-up donation — but after the platform shift, it wasn’t functioning as expected. The team faced an urgent reputational and financial issue.

- Customers no longer understood where their donations went

- Key brand trust signals (like partner logos and success stories) were removed

- Visibility of the round-up prompt dropped dramatically in the app redesign

- Weekly donations declined by over 40%

- Internal stakeholders were receiving negative feedback and pressure to restore credibility

The Goal

Rebuild user trust in the donation experience — without adding friction to the ordering flow — and restore Give for Good’s status as a meaningful and high-performing charity integration.

- Improve visibility and clarity of the donation prompt

- Reinforce legitimacy through design and brand alignment

- Increase weekly donation volume without hurting conversion

- Make the experience emotionally resonant, not transactional

Example of multiple user journey flows for the app

Approach

Rather than treat the problem as a UI bug, I reframed it as a trust experience issue. Working across Product, Marketing, and the Domino’s Foundation team, I led a two-phase redesign sprint that looked holistically at messaging, timing, and credibility.

Key UX decisions:

- Restored visual trust signals — reintroduced partner logos and impact banners

- Improved timing and placement of the round-up prompt within the ordering journey

- Designed persuasive modals and microcopy that clearly explained where funds go

- Added real-world outcomes (e.g. “Last year, your donations funded 200+ meals”)

- Ensured updates could be easily reused for future fundraising campaigns and seasonal drives

Importantly, this was all achieved without redirecting users to external sites or adding extra steps — keeping the ordering journey tight, but human.

Solution

The solution was deployed in two fast-paced rollouts — each one A/B tested and optimised for both user comprehension and business performance. - Round-up prompts were reinstated across digital platforms - Real-time banners and brand storytelling were added to boost confidence - Donation rates began trending upward again within weeks - Internal confidence was restored, and the experience became a model for future CSR integration.

iPhone mockups of the Domino's offers app

Outcome

With minimal tech changes but intentional UX framing, we turned a declining donation flow into a high-trust, high-performing feature:

- 40%+ recovery in weekly donation volumes

- Improved conversion rates with no added friction

- Internal Foundation team cited this as their most transparent campaign yet

- Contributed to my CX Leader of the Year finalist recognition (2022)

- Framework now used for future cause campaigns, including Domino’s Flood Appeal partnership with GIVIT