Sarpino's Pizza Website Redesign
Reimagining the gosarpinos.com site to update their online aesthetic, shorten customer journeys, and guide users to their separate pizza ordering site.
Project Milestones: Content Audit, Sitemap & Wireframe Creation, and Design & Development
The first step into this redesign involved partnering with my content strategist to review Google analytics, user demographics, user journey analysis and a look into SEO rankings.
Followed by a site analysis to discover redundant content as well as discover underutilized opportunities on all site pages.
We partnered with our client to collect all branded marketing touchpoints, ensuring the redesigned site aligned well with the existing brand ecosystem.
Once we had a good understanding of business goals and user needs, I aimed at simplifying the site content overall while elevating other important information that was lost in the original site. In collaboration with our client and our content strategist, we landed at the final sitemap.
Finally, I was able to start concepting wireframes to ensure all content was captured before UI design work started.
Sarpino’s has an existing brand style guide that included bold reds and greens and a mixture of photography and illustration. Our developer and I mixed these design elements with subtle animation throughout the site to tie it all together.
Below are two different design concepts offered to our client for their homepage.
Out of the two, this one below was the homepage design chosen.
A playful dynamic element on the homepage is the transition between “day mode” and “night mode,” achieved simply by changing the background color and copy at different times of day.
Homepage before and after below. To see it live, visit www.gosarpinos.com.
My team and I partnered with Sarpino’s Pizza to redesign their website with the goal of making it easier for customers to browse the menu and find ordering options (ordering takes place on a separate site). We began with a client kickoff to uncover business goals, challenges, and opportunities in the existing experience. From there, we conducted a content audit, competitive analysis, and user research to better understand what their customers wanted—primarily a fast, visual path to exploring pizzas.
In collaboration with our content strategist, I developed and refined a site map based on both client feedback and user insights. I then created and tested wireframes, iterating on the design to ensure it was intuitive and visually engaging. Throughout the process, I worked closely with a developer to validate feasibility and introduce a dynamic element: the site shifts from a light mode during the day to a dark mode in the evening, adding a subtle touch of delight tied to mealtime behavior. Once the final designs were complete in Figma, I handed them off for development.
The result was a refreshed, user-centered website that clearly showcases Sarpino’s offerings while creating a more modern and dynamic experience for customers.
The next step for this site would be to see if we hit our success metrics. More to come.
Challenge.
Reimagining the gosarpinos.com site to update their online aesthetic, shorten customer journeys, and guide users to their separate pizza ordering site.
Client Requests.
-Ensure site has a dynamic design feature (seasonal or a daily dynamic design feature). They wanted to bring the site to life in this way.
-Ensure we use AI for the chatbot to help users navigate site and shorten user journey to ordering a pizza.
-Lean into the Sarpino’s existing brand styleguide.
Key Takeaway.
Users primarily wanted to see available pizzas and order quickly.
My Role.
-Stakeholder and Client Management
-UX Research in Partnership with UX Content Strategist
-Sitemap Development of Site
-Wireframe Ideation & Prototyping
-Final Visual Design of Site
-Partnering with the Development Team for Implementation