SliceB2B Software
Empowering independent pizzerias
Bringing modern ordering technology to independent pizzerias everywhere
People love pizza. 3 billion pizzas are eaten every year in the U.S. And many of these pizzas are made to order from mom and pop pizzerias, who don't have the technical prowess to compete with the major franchises like Domino's and Pizza Hut.
Slice empowers these independent pizzerias by offering a full suite of technology from POS to mobile app to compete in today's market.
Working in an embedded manner with Slice's product team, we updated their mobile app's search and discovery features and stewarded their ambitious mobile app redesign initiative by managing their design system library, documentation, and rollout strategy.
A rebrand too big to ship at once.
A partner agency had already done ambitious, sweeping redesign work. The problem wasn't the vision, it was getting from where the app was to where that vision pointed without breaking a product real pizzerias were relying on every day.
The redesign was too ambitious to ship in one release.
The scope of the new direction meant a full rollout would take months. Shipping it all at once wasn't realistic, or safe, for a live product at this scale.
The agency's work had gaps once it hit real implementation.
The initial design work came from a partner agency. Translating that into the actual product surfaced gaps across specific customer journeys and touchpoints that hadn't been fully resolved.
There was no plan for how to get there gradually.
A phased rollout needs a real strategy, not just a finished design. Someone had to figure out the sequence: what ships first, what the in-between states look like, and how the app stays coherent while only part of it has changed.
Strategy & Sequencing
Worked with product to map out a phased rollout strategy, sequencing the rebrand rather than attempting it all at once
Design System
Built out a new design system and token structure to support the rebrand and give the phased rollout a consistent foundation to build from
Transitional Design
Designed the in-between states: the transitional experience that moved the app gradually toward the full rebrand instead of leaving it inconsistent mid-migration
A phased roadmap coordinated design system, onboarding, search, ordering, and account work across quarters, sequencing each team's dependencies so the redesign shipped in the right order.
The rebrand meant building a whole new design system library from scratch — color, type, and spacing tokens defined and documented down to tracking and case, then mapped into clear specs so designers and engineers could build from the same source of truth.
Finding the right pizza, not just the nearest pizzeria
Enhanced search and discovery to help customers find the right pizzeria faster with recent search, favorites, and a recommendation engine based on dietary preferences, location, and ratings.
- Recent searchPicks up where the last search left off, so a craving from yesterday doesn't need retyping.
- FavoritesBookmark the pizzerias worth going back to, one tap away from search.
- Recommendation engineSurfaces pizzerias by dietary preferences, location, and ratings — not just proximity.
Next case —
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