Situation

Maestro Pizza is a QSR (Quick Serve Restaurant) chain rapidly growing in Saudi Arabia. They are known for their high standards of service and the promise of fast delivery to customers. Starting as a small local pizzeria in 2013, they have expanded to become a chain of pizzerias nationwide in just three years.

The company approached us with fresh branding and asked us to adapt it to the existing mobile app. I worked as one of the UI Designers in a team of three people.

Task

Our task was to redesign the screens illustrating all user paths to reflect the brand's new look. It directly references music through the brand name (Maestro) and individual elements such as notes, logos, distinctive colours and a fun, musical feel.

Action

We split the project into three one-week sprints. We prepared the base, chose the icon, defined the components, and finalised the design in the first sprint. In the second sprint, we designed registration, login, and payment areas, which were approved by the client. In the final sprint, we finished the rest of the screens and created illustrations for the onboarding process.

Results

We redesigned over 120 screens, following best design practices, while highlighting the new brand identity with custom illustrations. The Maestro pizzeria app has launched, and customers in Saudi Arabia are already ordering 'musical' pizzas using it.

My Reflections

In general, when working on redesign projects, having access to all the existing screens is a significant advantage. It makes the process faster, more efficient and enjoyable. It also allows us to estimate the time and scope of the work in advance.

However, during our recent project, we faced some issues related to the client's delivery of promised branding materials, such as illustrations and fonts. Some of these materials were delivered late, which affected the first version of the project.