Bellozzo
2023-2025
Restaurant Self-Ordering Kiosk & App UX/UI Redesign
UX/UI redesign of the self-ordering kiosk and mobile app for Bellozzo
Overview
Bellozzo is a popular fast casual restaurant chain in Hungary that serves authentic Italian pasta dishes made from fresh, quality ingredients. Its mission is to make Italian flavors and the Italian way of living easy to reach for its guests. Bellozzo moved to a new back end system and asked us to redesign the UX/UI of their kiosk and mobile application. The goal was twofold. We had to remove the functional limits of the old, vendor dependent system, and turn the interfaces into a communication tool for the brand, all as one consistent experience across both platforms.
My role
As product designer I worked on the process from research through design to testing, working with two designer colleagues (Virgo) and with the client side PM, the developers and the marketing team. I was responsible for the concept, for designing and optimizing the ordering and payment flows, for the prototypes and for building the design system. The interactive, animated interface elements were developed together with a motion designer.
Challenges
Limits of the old system
The existing systems were simple and stable, so they gave us a good base for the redesign. The main limits of the kiosk and the mobile app came from how tightly they were tied to the vendor product, both in functionality and in appearance.
Existing ordering experience and operations
One challenge was aligning the kiosk ordering flow with the existing operations and kitchen work. It was also important to keep the simple ordering experience that already worked well and that regular Bellozzo guests were used to.
Missing functionality
On both platforms the goal was a smoother, more user friendly system that allows guests to step back, edit their order and use personalized options, for example special requests such as food allergies or extra toppings.
Busy periods
When designing the kiosk we had to keep in mind that during busy periods, for example at lunchtime, a queue can build up in front of it. The ordering flow had to guide people through quickly and intuitively, keeping waiting time short.
Lack of brand presence
Both platforms work not only as ordering interfaces but also as communication tools. They give room to highlight offers and news, which also strengthens the distinctive, playful Bellozzo brand. We had to design UX/UI solutions that support this, such as story based promotion elements and animated, playful interactive elements.
Tight deadline
Delivering under a very tight deadline was another challenge, so we worked in sprints with planned weekly milestones.
Design solution
1. Research and discovery
Competitor analysis
We reviewed the ordering kiosks of restaurants in Hungary and food ordering apps, covering the full user journey from choosing a product to payment and delivery. This showed us what users treat as a basic expectation today and where there is room to improve.
Stakeholder interviews
We ran in depth interviews with Bellozzo leaders and experts to better understand the business goals, the brand positioning and the strengths and gaps of the current system.
2. Concept creation
Our main goal with the new concept was to make the Bellozzo brand visually strong on the interface. We designed new UI elements that reinforce the brand identity and bring a creative, playful character to the flow.
3. UX/UI design and prototyping
Beside the visual redesign we reworked or introduced these flows:
Displaying promotions and how they work
Handling allergies, sensitivities and preferences
Ordering with special requests, for example extra toppings
Ordering a menu, a new feature the old system did not support
Payment, coupon codes and cart handling
Cross selling points built into the flow
4. Usability testing and iteration
We tested the designs on a live kiosk, with both new and regular guests. We worked with a task based script. Participants had to order specific products and menus, so we could measure how the flow performs in realistic situations.
5. Design system and UI animations
Based on the existing brand we built a design system and component set, so the kiosk and mobile app interfaces could be built up consistently.
Results
The new kiosk and mobile app are live, and today guests place their orders through them in every Bellozzo restaurant. According to guest feedback the ordering process became faster and more intuitive.
The new system made features available that the previous platform did not support, such as ordering a menu, redeeming coupons, handling allergens and displaying promotional offers. Brand experience also came up in the feedback. Guests said the playful Bellozzo character comes through clearly on the interfaces.
