The Problem
Deepslice is a new local pizza brand looking to enter the competitive food delivery space in Parramatta, Sydney. With no existing digital footprint, the goal was to launch a user-friendly website that could serve as the primary customer touchpoint.
The business needed a website that would:
- Enable online ordering
- Establish a credible brand identity in a crowded local market
- Offer a smooth user experience that encouraged recall and repeat orders
- Support future scale, including menu updates and promotional offers
The Team
Our team was lean and worked in agile, consisting of 2 other UX/UI designers, 2 developers, and the CEO of the consulting agency. We worked closely with the business owner, enabling rapid feedback loops and collaborative decision-making throughout the project.
The Process
We adopted a fast, collaborative approach tailored for a small business with limited resources. Instead of a traditional research-heavy phase, we conducted a discovery session to understand the client’s needs. The project moved forward through quick iterations, close coordination with internal teams, and regular feedback from the client.
- Discovery Session – We met with the business owner, store manager and product manager to understand their vision, customer preferences, and essential features. The goal was to define a clear scope focused on must-have functionality for online ordering.
- Scope Definition – Together, we identified core features like branding, menu browsing, placing order and promotions. This allowed us to avoid feature creep and stay aligned with the business constraints.
- Design & Development – As one designer worked on wireframes and UI screens, the other collaborated with developers to build out components. This helped reduce turnaround time and address feasibility concerns early.
- Feedback Loops with Client & PM – We shared progress frequently, kept everyone aligned, allowed for timely feedback, and helped us course-correct quickly when needed.
The Outcome
We delivered a clean, responsive website that gave Deep Slice Parramatta a much-needed online presence.
Since there was no digital platform before, this launch enabled customers to view the menu, explore pizza options, and place phone orders with ease. The design prioritized simplicity, clarity, and mobile usability, reflecting both business needs and budget constraints.
Key Results
- End-to-end MVP in 4 Weeks – From discovery to delivery, the site was launched within a month — keeping timelines tight and expectations realistic.
- Brand-new Digital Presence – The client went from having no website to a live, mobile-optimized site that customers could use to explore the menu.
- Improved Call-to-Order Conversions – Clear “Call Now” CTAs and structured menu layouts helped streamline phone order experiences for customers and staff.
- Cost-effective Mobile-first Design – The website focused on essential features to meet user needs within budget, without compromising on responsiveness or usability.
- SEO Improvement – Achieved a 35% increase in organic search traffic within the first 3 months post-launch by optimizing site structure, metadata, and content for local search relevance.
