An Ode To Craftsmen

HOW DO YOU PROVE THERE IS MORE TO DOMINO’S PIZZAMAKERS THAN PEOPLE THINK?

The answer may just be a responsive parallax site showcasing a few of the many Domino’s pizza makers that handcraft things outside the kitchen.

Too often the assumption is that Domino’s employees just mindlessly crank out pizzas, but we knew differently and wanted to prove this. When we had the green light to produce a television spot around Pan Pizza and the craft and skill it takes to make that pizza pie, we saw our opportunity. The difference between using your hands in a workshop and using them in a kitchen is not very different for many Domino’s employees and our television spots highlighted this well, featuring three Domino’s employees and their crafts. To extend this further, we sought to create a platform where any Domino’s employee could submit their own work and tell their story – they are artists and craftsmen, in addition to pizzamakers, and proud of both.

BUILDING A WEBSITE WITH LITTLE MORE THAN INGENUITY ALONE

How having constraints helped make a better project.

The Core Team

User Experience, Design, and Development were our three key roles that we put in a room to come up with something great.

Iterating Rapidly & Scrappy

Our UX was on whiteboards, our designs were pinned to walls, and our code was in some form of prototype at any given point.

Adopting An Agile Process

Try and try again was our motto until we got to a point we all agreed on. And then we prototyped it.

DESIGN & CRAFT

Creating something out of nothing – showcasing our Pizzamakers.

Limited by content, we created compelling stories around three of our employees that featured full page images and a scrolling biography and gallery of their work. Other employees contributed work during our run online and we compiled these in our ‘Meet More Of Our Talented Pizzamakers’ section. It all started to come together in a beautiful long scrolling site, but design was only a part of the magic, as much of it came alive through the interactions and motion implemented alongside.

Meet Our Pizzamakers On Any Device

A fluid responsive design was created to allow the site to seamlessly transition between devices. Check on your mobile phone, tablet or desktop to learn more about the Pizzamakers at Domino’s and the craft they put into their pizza making and hobbies.

RESULTS

For a small, scrappy website made on a $30,000 budget with just a few team members in 1.5 months — there’s not much more you could ask for then being featured on The Colbert Report and receive a ‘Tip of the Hat’ from Stephen himself.

Featured on Fast Company, Agency Spy, and in a number of newspapers — in addition to being shortlisted for an FWA — the little site that could seemed to strike a chord with people. And as it turned out, letting people get to know our Pizzamakers did turn out to help sales, as we saw over 25% of visitors to the site head to Dominos.com to make a purchase afterwards.

CREDITS

Agency

Crispin Porter + Bogusky

Responsibilities

User Experience Design

Date

January 2014

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About Me