Paparoni — a pizza website with character

Approach & architecture

We designed the site as a mobile-first product: large touch targets, clear food-card hierarchy, one-tap instant cart, minimal distractions and helpful hints. The visual system — brand colours, expressive typography and tidy illustrations — amplifies the feeling of care, while microcopy keeps the tone warm.

Technically, the storefront is decoupled from ops: a fast front-end with lazy media and caching, an API layer for orders & statuses, a recommendations module and webhooks to sync with CRM and logistics. Security covers encryption, form validation and anti-spam; analytics uses an event model in the data layer.

Implementation

We started with mobile prototypes and testing, then shipped the design system and the first iteration of catalogue and checkout.

After wiring up the CRM and delivery API, we added the recommendations module and per-dish reviews. Finally, we set up event-based analytics, ran A/B experiments on cart helpers and tuned performance for real-world load.

• Prototypes of core flows: choose pizza → cart → pay.
• Integrations: CRM, delivery, payments, accounting.
• Reviews system with moderation.

Key modules

Results

Within two months the site became the primary order channel. Users praise the ease, speed and pleasant atmosphere; the Paparoni team reports fewer routine queries and more predictable operational load.

We treat Paparoni the way they treat pizza: every detail matters — from the “dough” (architecture) to the “plating” (UX).