Pizza DE
Pizza.de was founded 2007 and became the pioneer for online food ordering in Germany. pizza.de is the leading national online platform for restaurants. The pizza.de brand was especially popular among students and young people and has continuously evolved through innovations such as real-time delivery tracking.
On 2014 Delivery Hero, parent company of Lieferheld, combines with former competitor pizza.de. The company was acquired by Lieferando in 2018.
Pizza.de was founded 2007 and became the pioneer for online food ordering in Germany. pizza.de is the leading national online platform for restaurants. The pizza.de brand was especially popular among students and young people and has continuously evolved through innovations such as real-time delivery tracking.
On 2014 Delivery Hero, parent company of Lieferheld, combines with former competitor pizza.de. The company was acquired by Lieferando in 2018.
Led the complete redesign of the user experience and visual interface to support the company’s new strategic direction. This involved rethinking the entire look and feel of the product, aligning it with the brand’s evolving identity, user expectations, and business goals.
Goal
maintain the current and very faithful users and at the same time acquire new ones with an attractive, clean, delightful, and
intuitive new experience to become the easiest way to order food.
The outcome
Already in 2007 pizza.de started its business and became a pioneer for online food ordering in Germany. Today, pizza.de is the leading national online platform for restaurants. The pizza.de brand is particularly popular among students and young people and has always developed further through innovations such as delivery tracking.
maintain the current and very faithful users and at the same time acquire new ones with an attractive, clean, delightful, and
intuitive new experience to become the easiest way to order food.
The outcome
Already in 2007 pizza.de started its business and became a pioneer for online food ordering in Germany. Today, pizza.de is the leading national online platform for restaurants. The pizza.de brand is particularly popular among students and young people and has always developed further through innovations such as delivery tracking.
Project details
Year: 2016 - 2017
Client: Pizza DE
Markets: Germany
Product: online platform / all devices
Company: Delivery Hero, Berlin
Role: I worked as a Senior UI Designer, collaborating closely with a Senior UX Designer, Project Managers, and User Researchers. My responsibilities spanned both branding and product design: on one side, I partnered with the Marketing and Branding teams to define and build a new Design System aligned with the updated brand identity; on the other, I translated wireframes into high-fidelity UI designs using the new design language.
Company: Delivery Hero, Berlin
Role: I worked as a Senior UI Designer, collaborating closely with a Senior UX Designer, Project Managers, and User Researchers. My responsibilities spanned both branding and product design: on one side, I partnered with the Marketing and Branding teams to define and build a new Design System aligned with the updated brand identity; on the other, I translated wireframes into high-fidelity UI designs using the new design language.
I designed responsive layouts across all key breakpoints (desktop, tablet, mobile), ensuring visual consistency and usability. In several areas of the project, I also contributed to UX work — defining user flows and structure where needed. All design decisions were grounded in user research insights and validated through usability testing.aimed at improving the Android app and delivering a more seamless, user-focused experience.
Capabilities: User research, UX-UI Design, Design system
