Core Website Redesign
Project overview
Redesigned Domino's Australia's core pages, improving offer discoverability, store clarity, and campaign velocity while establishing visual consistency with the new brand. Also built a reusable module system for marketing landing pages. The redesign was later adopted globally across 10 markets.
Tool
Figma · UserTesting · A/B Testing · Jira
Role
UI/UX Designer
Challenges
In Australia
Domino’s had rebranded, but only the homepage reflected it. Key subpages like Offers and Store still felt outdated: text heavy, low visual hierarchy, off brand, and hard to scan.
Globally
Domino's holds the franchise rights for 12 countries. Across 12 markets, each region maintained its own site with different layouts and standards. Campaign pages were built from scratch every time, creating inconsistent experiences and slowing launches.
What I did
01
Service Selector Redesign
The Service Selector required visual alignment with the new brand and design system while maintaining the strengths users valued from the legacy design.
I tested three design variations with users. Results showed users preferred the new sleek typography and visual style but valued the compact mobile layout from the legacy version.
The final design combined both—new brand standards with the compact mobile experience. The validated approach was adopted as part of the global design system, establishing a consistent entry point for the ordering experience across multiple markets.
02
Offer Page Redesign
Domino's customers highly value deals and bargains, but the legacy Offers page didn't show deals directly. Instead, it required location entry before displaying any offers—hiding national deals behind a gate. Users couldn't see exciting deals immediately, and CTAs weren't clearly prioritised.
The redesign surfaced national offers first, while local offers appeared below for users wanting store-specific deals. Offer cards were redesigned with improved hierarchy, clearer pricing, and updated imagery aligned with brand guidelines.
Bonnie's UI designs have been successfully deployed across our website in 10 countries. Most notably, when her redesigned offers page went live, it generated an additional $57K in weekly sales, results we simply couldn't have achieved without her expertise.
— Celene Grantham, Digital CX Design Lead, Domino's
03
Store Page Redesign
The Store page required visual alignment with the new brand and clearer paths to action. The legacy design had several UX issues: users had to click "View All" to see deals (many missed this based on testing), CTAs weren't prominent, and delivery vs pickup offers were only differentiated by colour without clear labels—confusing for new users.
The redesign separated delivery and pickup deals into distinct categories with clear headings, made CTAs more prominent, and surfaced offers directly on the page without requiring extra clicks.
Post-launch A/B usability testing showed positive results: 5/5 desktop users and 3/5 mobile users preferred the new design. The main concern on mobile was that horizontal browsing wasn't intuitive for Domino's broad customer base. I refined the scrolling and visual cues to enhance the mobile user experience based on the feedback.
04
Landing Page Module Library
I designed a Figma library of reusable page modules—hero blocks, promo grids, feature sections, and content bands—with documentation and brand alignment. Regional teams could assemble campaign pages using these components rather than building from scratch.
The module system is now deployed globally, enabling faster campaign launches while maintaining visual consistency. Teams can customize content within defined parameters without fragmenting the brand experience.
Reflections
This project stretched across a year as part of a broader design system effort. Balancing speed with thoroughness meant some decisions moved quickly based on existing research, while others required new testing. One key trade-off was scope versus consistency. Regional teams wanted customisation, but too much flexibility would undermine the system's purpose. We landed on a framework that provided approved building blocks while maintaining structural consistency.