Food Technology Design

Mojo Pizza 🍕

EatClub.in being a fast-growing startup, I had a mixed bag of responsibilities, from the actual UX and UI to hiring to illustrations, to overseeing a complete rebrand, to even occasional front-end coding. At some points, I was the sole product designer, doing everything hands-on during major redesigns. By the end I was leading a team of 4. Below is a brief, assorted glimpse of some highlights from those years.

Project Details

Project:

Mobile App Design

Timeline:

Mar 2020 - Jun 2021

Status:

UX Designer

Mentors:

Palash, Harsha

Overview

Designing for Mojo Pizza meant reimagining the entire pizza journey—from India’s first half-and-half ordering flow, to transparent live order tracking, to delightful microinteractions that made every click reassuring. Through design sprints, usability testing, and countless iterations, I transformed moments of anxiety into moments of trust and delight. This project not only solved real user pain points but also positioned Mojo Pizza as an innovator in a highly competitive food delivery market

CLICK TO VIEW THE WEBSITE I DESIGNED

HMW Craft India’s First Half-&-Half Pizza
Ordering Experience?

The Opportunity

India’s food delivery market is crowded, but one feature was missing: half-&-half pizzas. While common in the West, no Indian app offered a seamless way to order them. Mojo Pizza saw this as a chance to stand out—and I was tasked with designing the country’s first half-and-half pizza ordering experience.

The Challenge: How do you give customers maximum flexibility without overwhelming them?

Complexity risk: Two halves, different flavours, bases, and add-ons could create confusion.

Behavior gap: Indian users had no prior digital experience with half-and-half ordering.
Business priority: Any friction at checkout could increase cart abandonment.

My Role

Led the end-to-end UX design of the half-and-half flow, from lo-fi wireframes to high-fidelity prototypes and final execution with developers. I also created the illustration system to make the process visual and intuitive. This involved:

Creating user flows and lo-fi sketches.
Running design sprints with the product manager and developers.
Iterating based on usability testing feedback.
Delivering final design system components that could scale across flavors and sizes.

Key insight: “Give control in small steps, not all at once.”

Pizza Ordering Steps

The journey was broken into clear, visual steps:

Pick Base – size and crust.
Choose First Half – simplified menu with illustrations.
Choose Second Half – mirrored view for balance.
Auto-Redirect to Checkout – minimizing taps.

Illustrations and subtle animations helped users “see” their pizza come to life, making the process both efficient and delightful.

As a UX designer, I wasn’t just solving a UI challenge, I was bridging cultural expectations, market gaps, and user psychology into a coherent, scalable solution.

HMW Design Delight with Micro-Interactions?

Ordering pizza is an emotional rollercoaster: excitement, impatience, relief. My job? Make every step feel reassuring and a little bit fun. I designed a series of microinteractions that turned routine clicks into memorable moments.

Coupon Applied

Opportunity: Users often doubt if their coupon was applied correctly. This uncertainty leads to frustration at checkout.

My Design response: I created a celebratory animation with refined UX writing paired with a confirmation message to instantly reassure users their savings were locked in. The microinteraction reinforced value while reducing cart abandonment.

Order Delivered

User problem: Delivery completion used to feel like a dead-end message.

My Design response: I introduced a bold confirmation animation with brand colors and motion feedback. It shifted users from uncertainty to excitement, making order placement feel like a milestone instead of a waiting period.

Order Placed

User problem: Post-payment anxiety—“Did my order go through?”

My Design response: I designed a celebratory delivery animation that acknowledged the event with delight. This positive reinforcement closed the loop and increased the likelihood of users leaving feedback or reordering.

Feedback Rating

User problem: Feedback forms often feel like chores, leading to low completion.

My Design response: I crafted a lightweight, animated rating prompt that appeared immediately after delivery. By making the interaction quick and rewarding, more users shared feedback while the experience was fresh.

Impact

The redesigned tracking wasn’t just about pretty screens. It reduced support calls (“Where’s my order?”), built user trust, and kept people engaged during the wait. Most importantly, it transformed a stressful gap into a transparent and enjoyable experience. KPI's Metrics as observed below:

Checkout Conversion Rate

Repeat Orders

1.6

3.3

4.9

6.6

8.2

Jan

Feb

Mar

Apr

May

Jun

The Glimpse Group

Got a project in mind? Tell me about it

Hi, I’m Priyam Joshi, a Designer who turns curiosity into meaningful experiences. I bridge human emotion, technology, and strategy to craft experiences that don’t just look good they work beautifully. As a UX Designer and Researcher, my passion lies in uncovering the “why” behind user behavior and transforming insights into inclusive, data-driven design systems that create real business impact.

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