Business apps

Pizza VIP Club

A loyalty club and an AI ordering assistant for a pizzeria: order your usual in one chat, earn points and stamps, and track the order to your door.

Category
Business apps
Year
2025
Our role
Product design, conversation design, loyalty UX, brand styling, UI and build

Screens

Pizzeria club landing page with the headline Pizza night, rewarded, a large pizza illustration, a dark membership card, an assistant chat card and a points notification
Club landing page: what members get, shown with the real product
Desktop ordering page with a grid of pizzas filtered to gluten-free bases and member prices, and a side panel where the assistant answers an allergen question and updates the order
Web ordering: menu with dietary filters next to the assistant and the live order
Staff dashboard with key figures, a four-column live order board tagged by channel and member tier, popular pizzas as bars, orders by hour, an ordering channel split and a list of regular members
Kitchen dashboard: live orders, popular pizzas, ordering channels and regulars
Mobile chat where the assistant greets Maya by name, offers her usual order as a card, turns her reply into a half-and-half pizza and offers a reward with quick-reply chips
The assistant offers the usual
Mobile chat showing an itemised order summary card with a reward applied, member savings, delivery address, arrival time, points earned and a Confirm order button
Summary to confirm
Mobile club screen with a dark membership card showing 1,240 points, a progress bar to the next tier, a ten-stamp card with seven stamps and rewards to redeem
Club card, tiers and stamps
Mobile menu with category tabs, dietary filter chips and pizzas tagged spicy, vegetarian, vegan and gluten-free base, each with a member price
Menu with dietary tags
Mobile order tracking with a map and rider route, arrival time, a status timeline, the rider's details and the points the order will earn
Tracking to the door

Screens shown with sample data. Client names and details have been changed for confidentiality.

Overview

A members' club and a conversational ordering assistant for a neighbourhood pizzeria. Members open a chat, get greeted by name and are offered their usual. They change it in plain words, see an itemised summary and confirm it before anything reaches the kitchen. Points, stamps and rewards live in the same place, so a reward can be redeemed in the middle of the conversation. Around the chat we designed a club card with tier progress, a menu with dietary tags and member prices, live order tracking, a club landing page and a kitchen dashboard that receives every order already itemised. The screens here use the fictional Ember & Crust brand with sample data.

Results

From greeting to a confirmed, itemised order
1 chat
An order summary is confirmed before the kitchen sees it
Always
To reorder a member's usual or redeem a reward
1 tap

The story

The challenge

Regulars ordered by phone and private messages, and staff retyped every order by hand during the dinner rush. Paper stamp cards got lost, allergen questions took time at the busiest moment, and loyal customers rarely saw anything for coming back.

Our approach

We treated the assistant as a good waiter, not a search box. It greets members by name, offers their usual, asks one thing at a time and always shows an itemised summary to confirm. Menu and allergen answers come from the restaurant's own menu, and when it isn't sure it hands over to a person. The club sits in the same flow: points, stamps and rewards appear right where people order, and tiers are simple enough to explain in one sentence.

The outcome

Ordering became a short conversation that ends in a confirmed, itemised order. Members always know their points, stamps and what they unlock next. The kitchen sees every order on one live board, already itemised and tagged with how it came in, with no retyping.

How we got there

  1. Shadowing phone orders

    We listened to how real orders go: corrections, half-and-half pizzas, allergy questions and "the same as last time". That became the assistant's script.

  2. Writing the conversation

    We wrote the dialogue before any UI: greetings, clarifying questions, reward offers, fallbacks and the hand-over to a person.

  3. Keeping the club simple

    We cut the loyalty rules down to points, stamps and three tiers, each explainable in one sentence on the club card.

  4. Testing with regulars and the kitchen

    Regulars ordered with prototypes and we removed every question they found unnecessary. The kitchen team shaped the order board around a real Friday rush.

Key features

Your usual, one tap away

The assistant greets members by name and offers their usual order as a card with the member price. One tap reorders it, or they just say what to change.

Orders in plain language

"Half Margherita for Leo" becomes a structured order line: size, halves, toppings and notes, ready for the kitchen.

A summary before anything is sent

Nothing reaches the kitchen until the member has seen every item, savings, delivery time, address and points for the order, and confirmed it.

Answers from the real menu

Ingredient and allergen questions are answered from the menu data, with honest caveats about cross-contact and a hand-over to a person when the assistant isn't sure.

Quick replies instead of typing

Suggested answers appear as chips, so most of an order can be placed with a few taps.

Points, stamps and tiers

Two points per dollar, a stamp for every pizza with the tenth on the house, and three tiers with a clear progress bar to the next perk.

Rewards redeemed mid-order

When a member can afford a reward, the assistant offers it at the right moment. It applies in the chat or at checkout, with no codes.

A kitchen board that needs no retyping

Staff see new, in the oven, ready and out for delivery on one board, with each order itemised, timed and tagged by channel and member tier.

Next step

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