Smart Meal Builder for La Pino'z Pizza
Improving Average Order Value (AOV) while helping customers discover better-value meal combinations through a personalized ordering experience.
Role
UI/UX Designer
Industry
Food
Duration
—-
Project Overview
Increase average order value by using contextual meal-building, smarter upsell moments, and clearer savings feedback across the ordering journey.
Business Goal
Improve Average Order Value (AOV) and make customers feel better about their savings.
Scope Used
Primary focus: Menu to Cart. Cart to Checkout supports the flow by reinforcing savings and improving conversion clarity.
Design lens
Increase average order value by using contextual meal-building, smarter upsell moments, and clearer savings feedback across the ordering journey.
AOV through value perception
Users should not feel pushed to spend more. The redesign helps them understand when adding a side, upgrading size, or completing a meal creates better value.
Core hypothesis
If high-value suggestions are placed at the moments where users are already choosing, customizing, and checking out, AOV can increase while the customer feels they made a smarter savings-led decision.
Problem statement
Users are not clearly guided toward higher-value orders at the right decision moments. Offers, add-ons, and savings exist, but they are not always contextual enough to help users decide what to add, why to upgrade, or how much value they are getting.
Why this problem over others?
Food-ordering users are open to add-ons when suggestions are relevant and quick to add.
AOV is shaped before checkout - especially while selecting size, toppings, sides, and combos
Savings language can reduce friction by framing higher cart value as a better deal.
The current brand pattern already supports offers, so incremental UX changes can fit naturally.
Design principle
Do not push more items randomly. Help users build a better meal with clearer savings and fewer steps.
Works well today
Strong BOGO visibility
Familiar green/yellow brand language
Simple product cards and add buttons
Savings corner already exists
AOV opportunity
Savings could guide next best action
Meal-building can start earlier
Upsell can be tied to selected pizza
Free delivery threshold can feel more motivating
Design response
Keep current visual system
Add contextual meal nudges
Show progress and unlocked states
Use quick add patterns instead of long detours
Design Strategy
Four levers used to increase AOV without making the flow feel pushy
Contextual upsells
Recommend sides, desserts, dips, or drinks based on the selected pizza and current cart state.
Meal-building
Convert a single pizza order into a fuller meal using a compact Make it Meal module.
Savings visibility
Show how much the user saves when they add a meal, unlock delivery, or apply a coupon.
Progress motivation
Use threshold nudges like Add Rs51 more to unlock free delivery to encourage one more item.
Strategic choice
Menu to Cart is the primary flow because it influences order value before cart commitment. Cart to Checkout is supporting because it reinforces savings, reduces hesitation, and protects conversion.
Entry point
Offer-heavy home and menu keep La Pinoz brand behavior intact while guiding users toward combos and best-value products.
Decision point
The product detail screen becomes the key AOV moment: size selection, Make it Meal, and toppings live together.
Commitment point
After Add to Cart, a bottom sheet suggests one relevant extra item while the user is already in purchase mode.
Primary flow objective
Increase the chance that a user upgrades size, adds a meal combo, or includes a dessert/side before reaching cart - while keeping the path to Add fast and familiar.
Key addition
Make it Meal module inside product view.
Compact saving-led combo row for faster scanning.
Post-add bottom sheet for contextual dessert upsell.
UX stance
The redesign keeps the ordering path fast. Every upsell is either removable, skippable, or presented as a value decision rather than a forced step.
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