Open’s New Mobile App - Design Overview

Introduced a branded splash screen featuring real menu imagery for immediate appetite appeal and brand recognition.

Simplified entry flow with two clear options: “Login or signup” and “Skip” to reduce friction for first-time users.

Shifted to a content-driven, full-bleed visual design that elevates brand imagery and brings each restaurant’s story to life. The layout and art direction were built to let great content shine.

Builds brand trust and visual recognition from the first screen.

Reduces bounce rate during onboarding by offering a frictionless entry point.

Encourages organic browsing even before account creation, improving the likelihood of first-order conversion.

A streamlined phone-number sign-up (with SMS verification) for faster, password-free account creation.

Added first-name collection to personalize the experience and marketing touchpoints.

Improved the marketing opt-in checkbox, clearly communicating value with “Unlock 20% off your first order.”

Embedded store selection at the end of sign-up, connecting users directly to their closest location.

Unified design language — minimal, consistent brand color CTAs and clean, airy layouts for clarity.

Removes unnecessary steps and reduces time-to-account creation.

Clearly communicates marketing benefits, driving higher opt-in rates and compliance.

Keeps new users engaged by transitioning seamlessly from sign-up to store browsing.

Reinforces brand trust with a cohesive, high-quality design from start to finish.

Streamlined phone-based login using a one-time verification code for quick, secure access.

Maintained a consistent branded entry point that mirrors new customer onboarding for a unified experience.

Introduced clear error states to reduce failed login attempts.

Designed a faster path to the home view, surfacing rewards and recent orders immediately post-login.

Eliminates password fatigue, making it effortless for returning customers to log back in.

Surfaces key incentives (rewards, recent orders) to drive immediate engagement.

Reinforces user trust and satisfaction through consistent design and reduced friction.

Introduced a cleaner, image-forward menu layout with large, high-resolution food photography and consistent tile spacing.

Added category navigation that stays anchored at the top for quick switching between sections like “Focaccia Sandwiches,” “Slices,” and “Starters.”

Introduced a “Recently Ordered” section at the top of the menu, allowing users to quickly reorder their go-to items in just one tap.

Improved scroll performance and pagination to make browsing seamless across large menus.

Enhanced typography and visual hierarchy to highlight pricing and item names more clearly.

Makes the browsing experience feel vibrant, craveable, and fast.

Encourages habitual ordering behavior — the reorder shortcut surfaces personal favorites immediately, reducing decision fatigue and driving repeat purchases.

Reduces cognitive load by organizing categories and emphasizing visuals over text.

Improves discoverability — the redesigned category navigation reduces the time it takes for guests to see the full breadth and depth of the menu, helping them explore more items and ultimately increasing average order value.

Redesigned the item detail page to make customization intuitive, with clearly labeled add-ons, modifiers, and price visibility.

Added reward visibility (e.g., “Use Pizza Bucks”) directly on product pages, helping customers discover the loyalty program and begin engaging with it naturally as they browse.

Introduced subtle visual feedback when toggling rewards or adding items, creating a smoother, more interactive feel.

Improved the “Add” button with dynamic pricing updates and simplified quantity controls.

Gives customers more control while keeping the experience effortless.

Drives loyalty usage by surfacing reward options contextually.

Increases confidence and speed during item selection, reducing cart abandonment.

Added an “Available Rewards” module to the top of the Menu, giving users real-time visibility into active offers and loyalty cash.

Created dedicated promo detail screens outlining rules, expiration, and eligibility — accessible directly from the menu.

Standardized promotional iconography and layout to align with loyalty visuals and maintain a cohesive design system.

Makes promotions and rewards part of the natural browsing experience — not hidden in separate tabs.

Encourages immediate action through contextual visibility.

Strengthens the connection between loyalty and ordering, driving higher retention and repeat orders.

Introduced a dedicated Loyalty tab showing a real-time cash balance (“Pizza Bucks”) that updates with every order.

Added a QR code for quick in-store redemption and visual clarity on total balance, join date, and available offers.

Replaced points with real-dollar rewards, making loyalty intuitive and instantly gratifying.

Added a transaction-style earnings ledger, showing when and how rewards were earned or spent.

Built direct redemption into the item detail view, letting customers apply Pizza Bucks before adding to cart.

Redesigned the redemption toggle to clearly show remaining balance after each use.

Makes loyalty more transparent and rewarding — customers know exactly what they have to spend.

Turns every order into an immediate feedback loop, reinforcing repeat behavior.

Strengthens trust by replacing abstract point systems with real-world value.

Drives higher redemption rates and repeat purchases through effortless usability.

Keeps the focus on the food and the feeling of earning, not on mechanics or conversions.

Added real-time earnings tracking at checkout (“Earning $2.10”) to highlight the value of each purchase and increase loyalty visibility and engagement for new guests at the point of conversion.

Refined visual hierarchy to make reward application intuitive without interrupting order flow.

Strengthens motivation at the moment of purchase by showing tangible value.

Simplifies the payment experience and reduces confusion between credits and cash back.

Reinforces the sense of earning while spending — a consistent psychological loop that drives retention.

Introduced a unified Activity tab where customers can view recent promotions, personalized offers, and loyalty rewards in chronological order by price.

Added clear timestamping and improved hierarchy, allowing users to quickly see which deals are active or expired.

Created dedicated detail pages for each promotion with full descriptions, expiration times, and a one-tap “View Menu” button.

Added subtle brand icons and emojis to bring personality and energy to time-sensitive campaigns.

Centralizes all marketing touchpoints in one place, increasing engagement with offers and loyalty programs.

Encourages users to take immediate action through clear calls-to-action and real-time visibility of current deals.

Reinforces the brand’s voice and personality inside the app — turning promotions into moments of connection, not just discounts.

Introduced a modernized Order History view with large, image-based entries and clean price breakdowns.

Added order detail pages that include fulfillment method, pickup address, time, subtotal, and earned loyalty cash — all in one view.

Streamlined order status tracking with a clear, step-based completion bar and easy access to customer support.

Ensured visual consistency with unified typography and spacing between Activity and Order History tabs.

Gives customers full transparency into their order history and loyalty earnings.

Reduces support requests by putting key order info — location, date, total, and rewards — directly in users’ hands.

Builds trust and credibility through visual clarity and transaction-level transparency.

Introduced a clean, visual order summary with scannable item cards, clear pricing, and real-time updates.

Added inline editing controls for quantity and removal, so users can make changes without navigating back to the menu.

Streamlined the subtotal and order info layout, improving balance and readability.

Added a “Include utensils and condiments” toggle for quick customization.

Integrated a visually rich “Add to your bag” section featuring context-aware upsells, using high-quality imagery and responsive layouts to encourage discovery.

Simplifies the final step before checkout by keeping everything — edits, add-ons, and confirmation — in one view.

Encourages incremental spend through natural, in-line upsells that feel like part of the browsing experience.

Reduces cart abandonment by eliminating unnecessary navigation and providing instant clarity at a glance.

Reinforces brand polish through visual consistency and a more intuitive flow from menu to checkout.

Introduced a streamlined layout that consolidates order details, delivery information, and payment options into one scrollable view.

Added ASAP and scheduled ordering options with real-time prep and delivery time estimates.

Simplified payment selection, unifying credit cards, Apple Pay, gift cards, and loyalty cash under a single section.

Improved tipping experience with separate options for drivers and kitchen staff, each with clear percentage and dollar views.

Enhanced taxes and fees transparency, allowing users to tap for a detailed breakdown of what they’re paying for.

Added a submission and order tracking flow with clear progress steps (“Preparing,” “Ready,” “Out for Delivery”) and integrated third-party driver tracking when applicable.

Builds trust and reduces abandonment by making the entire payment and fulfillment process transparent.

Creates a more consistent and predictable ordering experience across delivery and pickup.

Improves conversion by minimizing steps and keeping all critical actions above the fold.

Reinforces reliability with real-time status updates that reassure users their order is moving smoothly from kitchen to doorstep.

Introduced a map-based interface that lets customers view nearby stores and select their preferred location directly from the map.

Added quick-access actions for “Directions” and “Call,” making it easy to contact or navigate to the store in one tap.

Improved store hours visibility, with expandable daily hours and a clear “Open now” status indicator.

Unified the look and feel across pickup and delivery modes for consistency and ease of use.

Simplifies store discovery and reduces friction for guests switching between multiple locations.

Builds trust by giving customers complete transparency into hours, availability, and contact details.

Reinforces a professional, polished feel through clean design and intuitive interaction patterns.

Added pickup and delivery toggle tabs at the top of the map for fast switching between fulfillment modes.

Introduced real-time order estimates (e.g., “ASAP — 59 min”) to set clear expectations before checkout.

Added a scheduling tool that allows users to pick future dates and times with a simple, scrollable selector.

Enhanced store list view for quick comparison of nearby locations and fulfillment ETA.

Improved color and motion transitions to make the process feel light and responsive.

Empowers customers to plan ahead while reducing confusion about timing and availability.

Improves operational accuracy by syncing order prep and fulfillment expectations with real-time store data.

Creates a sense of reliability and control — two key drivers of repeat ordering behavior.

Easily accessible via the user’s profile icon — a new “Purchase Gift Card” hot key makes it intuitive to find and use.

Introduced preset and custom denominations ($10–$100) with a polished, brand-forward gift card design.

Simplified the recipient entry form with just the essentials: name, phone, email, and optional message.

Built-in instant send and confirmation view that shows activation, payment, and delivery details.

Added lifetime validity and automatic email receipt delivery, ensuring clarity for both sender and recipient.

Turns the app into a self-contained gifting platform, driving incremental sales and new customer acquisition.

Reduces friction by removing the need for a web checkout or manual delivery step.

Reinforces brand consistency — the gift card feels like part of the restaurant experience, not an add-on.

Provides clear feedback at every step, increasing user confidence and trust.

Introduced a dedicated Profile hub accessible via the user’s profile icon in the top-right corner of the main menu — a clear and consistent entry point across the app.

Created a unified layout that organizes Name, Contact Info, Notification Preferences, Payment Methods, and Privacy settings in one clean list.

Added clear join date display and modernized typography for a more polished, trustworthy presentation.

Makes key settings and account information instantly discoverable.

Reduces support dependencies by empowering users to self-manage everything in one place.

Reinforces design consistency across core app surfaces.

Enabled full in-line editing of Name, Phone, and Email, each with live verification states.

Introduced notification toggles for marketing SMS and email, allowing users to opt in or out instantly while preserving transactional messaging.

Enhanced payment management — users can add or remove cards, set defaults, or pay via Apple Pay, with their current credit balance clearly visible.

Redesigned all input and confirmation states for a more responsive, intuitive experience.

Gives customers transparent control over how they’re contacted and how they pay.

Reduces friction and errors through verified, real-time updates.

Builds long-term trust by making communication and payment preferences completely user-driven.

Introduced dedicated confirmation screens for logout and account deletion, using clear, high-contrast warning states.

Added account summary details (name, phone, email) on deletion screens for final verification.

Reinforced permanence of deletion with bold visual cues and “This action is irreversible” messaging.

Makes critical actions safer and more deliberate — preventing accidental account loss.

Meets modern privacy expectations by offering transparent, self-serve deletion.

Strengthens user trust through thoughtful design and explicit confirmation flows.