Enterprise Solutions
For Domino’s, speed of delivery is key to providing value to customers. Central to this value proposition is Domino’s custom point-of-sale system, Domino's Pulse™, which touches all stages of customer interaction and product delivery, including order taking, order making, and dispatch and delivery. This POS software is a critical competitive advantage, and as part of its re-engineering, Domino's wanted to rethink its redesign.

Domino’s is the largest pizza chain in the world based on global retail sales, with over 16,000 stores in more than 85 countries operated by over 400,000 team members. The majority of those stores are powered by Pulse, Domino’s proprietary point-of-sale system.

Transforming a Custom System

Continuing its commitment to digital innovation, Domino’s decided to redesign the company’s robust POS from the ground up, with an eye toward delivering a more modern, user-friendly experience. Together we pioneered greenfield design concepts that furthered Domino’s advantage by creating a system that increases team member efficiency, reduces user errors, and speeds time to mastery for new team members.

"WillowTree was a wonderful partner and exceeded our already high expectations for the engagement. Their expertise not only bettered our own UX capabilities, but also helped us create a transformational new product for our stores."

Sierre Wolfkostin | Product Designer, Domino's
Thoughtfully Considered Design

The WillowTree UX team kicked off the project with a series of in-store visits and observational research. This immersed the team in Domino’s operations and contextualized the redesign effort. Further insights were gained from applying design heuristics, best practices, and conducting competitive research.

The team ultimately established a new design system for Domino’s comprehensive POS and accompanying user interfaces. These new designs were then put through their paces via rigorous usability testing and quantitative benchmarking to ensure project objectives were met.


reduction in clicks to place an order during initial testing


increase in retention of order details when making an order during initial testing

Key Takeaways

“If it was my first day of work, I don’t think I’d have any trouble using it.” - Testing Participant

Usability tests showed that the new interface is highly intuitive to novice users. By creating a design that eases the learning process, enterprise software can ultimately decrease training costs and the time needed to onboard new team members.

Creating a user-friendly UI helps reduce the number of order errors.

To account for the work environment and cognitive load of team members, the design team implemented a new information architecture, easy to read indicators, and visual elements that reinforced order information. In addition to increasing efficiency, these interventions assist in preventing incorrect or missing items from customer orders.

Enterprise UI challenges can be solved by using a consumer-facing approach.

By leveraging UI patterns commonly found in consumer-facing software, the design team created a compelling UI experience for employees. Not only does this enhance the efficiency and proficiency of the POS system, but a consumer-like feel has the additional recognized benefits of improving employee retention, productivity, and advocacy for their employer.