Pizza ordering interface with upsell
Role
Senior Product Designer
Team
Product designer (me)
Product Manager
Developer
Timeline
Design — 3 weeks
Development — in progress
My contribution
User research
UX scenarios
Interaction design
Interface design
Context
PizzaBot is a robotic kiosk that prepares and serves pizza slices. The goal was to design an ordering experience that feels fast and intuitive while keeping the robot as the main attraction. The first kiosks were planned for deployment in shopping malls and business centers.
Problem
A slice of pizza is prepared in just four minutes, which means most customers remain near the kiosk throughout the process.
The front glass of the kiosk cannot be overloaded with UI elements, as the robot itself is the centerpiece and attracts people to watch.
Physical space is very limited: ordering customers should not block others who are waiting for their food or simply observing the robot.
Process
I analyzed existing kiosk ordering flows and compared them with mobile food ordering apps.
I explored two scenarios:
Kiosk touchscreen ordering (traditional but slow, physically inconvenient).
Mobile app ordering (faster, frees up the kiosk façade for the robot).
Based on user flows, the app scenario provided a significantly shorter and cleaner purchase journey.
My solution:
Shifted the primary ordering flow to the mobile app, keeping the kiosk’s glass façade focused on the robot.
Reduced the purchase journey to just 3 steps: choose pizza → customize upsells → checkout.
Integrated upsells (extra cheese, meat, sauces) after adding pizza to the cart. This lowers cognitive load and increases personalization without breaking the flow.
Impact (Hypothesis)
By moving the ordering flow to the mobile app and reducing it to just three steps, we expected to increase purchase conversion.
Contextual upsells (extra cheese, sauces, toppings) were designed to raise the average order value without disrupting the main flow.
Keeping the kiosk façade minimal allowed the robot to remain the centerpiece of the experience, reducing crowding and improving overall customer satisfaction.