Inside the Design: Integrity and Imo’s Pizza

Integrity designed and developed an appealing and effective website for Imo’s Pizza, one of the largest and oldest pizza chains in the Midwest—having a 48 year history and almost 100 locations sprinkled from Kansas to Illinois with a concentration in the greater St. Louis area.

imos pizza website redesign integrity st louis

The original suffered from an outdated and poorly designed web experience that failed to logically organize content or user flows. Like many five-year-old sites, it simply wasn’t designed for common user conventions or the advancements in browser technologies that occurred during its lifetime.

The site also wasn’t representative of the power and passion of the brand. Most importantly, as the company continued to invest and improve their online ordering capabilities, the site wasn’t successfully promoting its e-commerce system.

imos pizza st louis old website redesign

The Integrity approach

Applying a proven user-centered design approach, Integrity focused on crafting an intuitive and delightful user experience that accomplished the following key business objectives: 

  1. Increase online sales
  2. Celebrate the rich history of an amazing brand 

Redesigning the site from the user’s perspective is a critical aspect of every Integrity-designed website. Our first priority was to identify the key personas who interact with the website and determine what their goals are when using the site. We broke the personas down into categories of Existing Customer/New Customer, In the Dining Area/Outside the Dining Area, and identified some other major identities: 

  • College Kid
  • Business Luncher
  • Family Diners

Given our entire team often lives off pizza and Mtn. Dew, we fit the profile ourselves. Integrity re-architected the information flow of the site to better merchandise the key user objectives and clearly answer the following questions:

  1. Can I order my pizza online?
  2. Can I find the location nearest me?
  3. Are there any deals available?

imos pizza website redesign st louis integrity wireframes

Paying homage to a proud brand, we successfully redesigned the site and incorporated modern user conventions to ensure easy and intuitive navigability throughout the site. The newly created site was implemented within WordPress, the open-source content management system, to ensure easy self-administration and enhanced search engine optimization. 

Measuring the success

Upon launching the redesign, Integrity quickly realized the new site was a success when there were numerous posts on social media sites about how exciting it was for the new site to “now offer online ordering.” The previous site had offered it prior to the redesign—it was just poorly prioritized within the website design.

The newly designed site also increased the following key performance indicators (KPIs):

  1. Online order conversions increased due to more effectively highlighting online ordering
  2. Average user time on site significantly increased due to designing an engaging and delightful user experience
  3. Signups to e-mail blast list increased due to better merchandising of e-mail form
  4. Facebook likes increased due to integrating social media icons throughout

The redesign of, and the results achieved, truly demonstrates the power of a simple and effective user experience.

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