Domino’s Digital Transformation

Domino’s: shifting from a commodity into a tech company that sells pizza.

Research, strategy, experience design, optimization

For three years I led the experience design and digital strategy for Domino’s growth while at CP+B, and later oversaw the team making magic as Domino’s grew from a provider of commodities into a wildly successful tech company that happens to sell pizza.

We designed and evolved every major touchpoint in the consumer experience, and experimented often to round out the ecosystem. All of it focused on frictionless, personalized ecommerce—a principle at the heart of every Domino’s digital interaction.

Visit to see how this vision continues to play out today.

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