Bing Bai | Product Designer

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Project Overview

A visual-led redesign to improve clarity and usability in fast-paced ordering scenarios.

Redesigned Lorenzo’s Pizza website to improve usability, visual hierarchy, and brand perception.

A visual-led redesign to improve clarity and usability in fast-paced ordering scenarios.

Redesigned Lorenzo’s Pizza website to improve usability, visual hierarchy, and brand perception.

Project

Lorenzo's Pizza Website Redesign

Role

UX/UI Designer (Visual-led Product Design)

Duration

14 weeks

Tools

Figma

Tools

Figma

My Contribution

Led task planning and coordinated team contributions, while taking ownership of visual design and interaction outcomes across the project.

My Contribution

Led task planning and coordinated team contributions, while taking ownership of visual design and interaction outcomes across the project.

The Problem

Users struggled to complete orders efficiently due to poor clarity and structure.

• Overwhelming layout with no clear focus

• Weak visual hierarchy, making key actions hard to find

• Unstructured flow during ordering and checkout

• Lack of brand identity, resulting in low engagement

Key elements compete for attention, making it difficult for users to quickly understand what to do and where to focus.

Users struggled to complete orders efficiently due to poor clarity and structure.

• Overwhelming layout with no clear focus

• Weak visual hierarchy, making key actions hard to find

• Unstructured flow during ordering and checkout

• Lack of brand identity, resulting in low engagement

Key elements compete for attention, making it difficult for users to quickly understand what to do and where to focus.

Ordering Flow Issues

No clear starting point in the ordering flow

Visual Hierarchy Issues

High-visual elements dominate attention over key actions

Action & Feedback Issues

Primary action lacks clarity and progression

Visual Hierarchy

Visual noise distracts users from key actions

Action Clarity

Users don’t know what to do next

Ordering Flow

No clear starting point in the flow

Impact

Slower decisions and higher friction in the ordering process

The Insight

Users struggle not because of complexity, but because the interface fails to guide their attention and actions.

Without a clear visual hierarchy and structured flow, users are left to figure out what to look at, what to do first, and what to do next on their own.

Users struggle not because of complexity, but because the interface fails to guide their attention and actions.

Without a clear visual hierarchy and structured flow, users are left to figure out what to look at, what to do first, and what to do next on their own.

Key Insight: Clear visual hierarchy and a cohesive visual system are essential to guide fast decision-making and create a more engaging experience.

Design Strategy

To address the lack of guidance, I focused on simplifying decision-making by strengthening visual hierarchy, clarifying actions, and building a cohesive visual system. These changes aim to guide user attention, reduce cognitive load, and create a more intuitive and engaging ordering experience.

Scope & Focus

Rather than redesigning the entire system, this project focuses on improving the core ordering experience.

Key efforts include:

- Strengthening visual hierarchy to prioritize key actions

- Simplifying decision-making before introducing additional steps

- Enhancing brand perception through a more cohesive visual language

Rather than redesigning the entire system, this project focuses on improving the core ordering experience.

Key efforts include:

- Strengthening visual hierarchy to prioritize key actions

- Simplifying decision-making before introducing additional steps

- Enhancing brand perception through a more cohesive visual language

Core Design Principles

Authentic

Reflect Lorenzo’s heritage and local identity through high-quality imagery and storytelling elements

Intuitive

Create a visually guided experience that simplifies interaction and reduces friction

Community

Highlight shared dining experiences and emotional connection through content and layout

Design Direction

From problem to design action

Simplify layout structure

Create a clear and scannable hierarchy to guide user attention

Reduce text density

Use visual elements to improve readability and reduce cognitive load

Structure the experience

Guide users through step-by-step interactions, even without restructuring the full flow

Modernize visual language

Improve overall perception, making the experience feel more engaging and trustworthy

Simplify layout structure

Create a clear and scannable hierarchy to guide user attention

Reduce text density

Use visual elements to improve readability and reduce cognitive load

Structure the experience

Guide users through step-by-step interactions, even without restructuring the full flow

Modernize visual language

Improve overall perception, making the experience feel more engaging and trustworthy

Key Improvements

These changes transformed a complex ordering flow into a clear, guided, and decision-friendly experience.

Improving Visual Hierarchy

Enhancing Overall Experience

Brand Identity

To support the redesigned experience, a visual system was developed to create consistency, improve usability, and strengthen brand perception.

Logo

A warm and bold color system was introduced to improve visual hierarchy, highlight primary actions, and reinforce brand identity.

Color is used to differentiate categories, highlight key actions, and guide user attention.

Color

A warm and bold color system was introduced to improve visual hierarchy, highlight primary actions, and reinforce brand identity.

Color is used to differentiate categories, highlight key actions, and guide user attention.

Typography

A clear type hierarchy helps users quickly scan information, prioritize content, and understand what to focus on.

Together, these elements create a cohesive visual system that enhances usability, reinforces brand identity, and supports a more intuitive ordering experience.

Final Design

A clear, guided, and confidence-driven ordering experience. Designed to help users make faster decisions with less effort.

Browse

Explore the menu and find your favorites.

Choose

A guided customization experience that simplifies complex decisions.

Customize

Build your pizza

you like it.

Order

Review your order and checkout with ease.

The redesign transforms a complex ordering process into a clear, guided, and decision-friendly experience. Users can now quickly understand what to do, make confident choices, and complete their order with ease.

Reflection

Through this project, I learned that effective design is not about adding complexity, but about guiding user decisions. By focusing on clarity, hierarchy, and structured interactions, the experience becomes more intuitive and reduces cognitive load. In future iterations, I would explore how personalization and smarter recommendations could further support user decision-making.

wsbingbai@gmail.com

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