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Transforming weeknight pizza from a reactive necessity into a reliable family ritual through a curbside-first mobile ordering experience.

Product Design UX Research Visual Design & Brand System Information Architecture
100%
Task Success Rate
<1 min
Order Completion
3
Core Flows Tested
Family Crust app on a phone

Problem — Solution

Existing systems optimize for speed, not for families.

Busy families experience consistent friction around fast food ordering — especially during the high-pressure stretch between school, work, and activities. Existing pizza platforms fail to support the complexity of ordering for an entire family under time pressure.

  • Pizza night is reactive. Sometimes a last-resort solution to busy schedules, not an intentional experience
  • Parents rebuild orders from scratch every time across fragmented apps
  • No competitor designs for the family as a unit, only for individual transactions
  • Packaging and pickup flows ignore the car-to-table reality of weeknight dinner
Design Challenge

"How might we help families reclaim meaningful time together during dinner by transforming pizza night into a reliable, low-stress system?"

Family Crust product shot
Family Crust product shot

Research & Insights

Four key insights shaped the entire product direction.

Saved orders are non-negotiable
Kids want the same meals on repeat, but apps force parents to rebuild from scratch every time.
Bundles reduce cognitive load
Parents gravitate toward pre-built family bundles that feed the household with minimal customization.
Curbside wins over delivery
Parents preferred curbside for predictability. No delivery uncertainty, no drive-thru friction with kids.
Gap between desired & actual dinner
Families value dinner as connection time, but busy schedules push them into reactive, last-minute decisions.

The Solution

A curbside-first ordering system built around how families actually live.

Family Crust replaces repetitive menu navigation with saved profiles, smart reordering, and pre-built bundles — meeting parents where they actually are.

Quick Order Flow
One-tap reorder from saved Family Profiles. Curbside orders completed in under a minute — designed for the car, the chaos, and the Tuesday night scramble.
Family Night Bundles
Pre-built bundles that feed the whole household with light customization. Reduce cognitive load and signal value, convenience, and preparedness.
Subscription Plans
Recurring Family Night Bundles that take the planning out of dinner. Skip, pause, or customize anytime with transparent pricing shown upfront.

Branding

Family Crust lives where bold meets warm, energetic enough to compete, inviting enough to belong.

🛒 📅 🍽️ 🍕 🛍️ 🧑
S(10 inch)
M(12 inch)
L(14 inch)
Button Button
Button Button –1+ Button Drive-Thru
Add to order Add to order
Title
Standing
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%
Body
SF Pro
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%
Primary White#FEEBE4
Accent Orange#FA4E03
Accent Purple#DDBAF0
Accent Yellow#FEC246
Accent Green#8F9652
Family Crust app screens

Beyond the Brand

Because Family Crust is a brick-and-mortar storefront, I had the opportunity to build out the restaurant in 3D giving the stakeholder a way to visualize the space in context and see how the physical location would feel alongside the broader brand identity. The goal was to close the gap between logo and lived experience. From there, I extended the brand into a handful of social media posts the owner could use at their discretion. These were ready to go, on-brand, and one less thing to think about. The piece I'm most proud of, though, is the collapsible Kids' Meal box. Designing packaging that's functional, kid-friendly, and brand-consistent was a fun design problem to solve and one that reinforces Family Crust's commitment to thinking through every touchpoint of the family experience, not just the app.

Family Crust restaurant exterior 3D render
Family Crust restaurant floor plan 3D render
Family Crust Kids' Meal box — closed
Family Crust Kids' Meal box — open

Results & Impact

Usability testing validated the core design decisions.

  • Quick Order flow achieved a 100% task success rate under simulated time pressure
  • Curbside orders completed in under a minute with confident navigation
  • Family Profiles reduced perceived effort. Users said the app 'already knew them'
  • Subscription flow surfaced a clear friction point, directly informing a key iteration
  • Leading with transparent pricing aligned subscription confidence with Quick Order ease

Key Iterations

Subscription Clarity
Before

Users hesitated on commitment and pricing cadence selection

→
After

Led with transparent pricing and plan value before asking users to choose

Discoverability Gap
Before

Users gravitated so naturally to Quick Order that other flows were nearly invisible

→
After

Identified as a key next step — surface full menu and subscription more prominently