Your Pizza, Your Way - Amazon Web Services

Your Pizza, Your Way
Service design concept for Enzo’s Pizzaria.
As made-to-order food becomes more customizable,
confusion increase...
Trend of made-to-order market.
Take out restaurants that offer on-site “make your own” dishes have gained an enormous amount of popularity and are growing at a
rapid rate—Not to mention it’s a phenomenon that reflects our culture of instant gratification and personal customization.
TARGET AUDIENCE
•Confident
•Wired + Wireless
•Self-expressive
•Impatient
•Diverse
•Customize
“ Enzo’s Pizzeria plans to offer a dynamic fresh madeto-order service with expanded content options for the
Millennial generation who enjoy selecting the content
of their meal right in front of them. ”
- design team
Concept
Development
SO THERE ARE SOME PROBLEMS WITH TO-GO AS IS...
To make this concept possible, we visited
numerous restaurants and analyzed their
systems of ordering food. This included
the menus, the menu boards, and even the
websites of some restaurants to assess the
need for an improvement in made-to-order
system.
We then devised a system that would
allow the user to make a custom
selection while standing in line, with no
need for a writing utensil of any kind,
and an intuitive way to make custom
selections.
Prototyping
To begin the prototyping
phase of our project, we
began by making lots of
diffrent layouts that we
thought would fill the needs
of the typical crowd of
Enzo’s Pizzaria.
When we settled on a layout
that we felt flowed nicely,
we began experimenting
with the shape of the tabs.
We tried to discover the
perfect balance between
ease and use.
Next, we mocked up several
prototypes trying a few
promising layouts, and
started testing various
materials to find a set-up
that would compliment the
concept.
When the team had what
we believed to be a solid
system, we chose a few
versions and conducted
field testing to find what end
users responded to best.
Proposed Service Design
Enzo’s Pizzeria offers a customizable
service called “Your Pizza Your Way”
that reduces anxiety and confusion in
their made-to-order restaurants.
Customers have access to a menu
that lists all the options (size, sauce
and toppings) and are encouraged
to prepare their order by folding the
pre-cut tabs before approaching the
cash registers.