Elate: Domino’s Customer Facing Point of Sale
By looking at our competitors, we identified an underutilised surface in Domino’s stores: the customer-facing POS screen, currently used for static ads. This screen had the potential to evolve from passive advertising into an active sales touchpoint.
Year
2024
Type
Phygital Experience • Visual Design
Impact
+₹5 in store bill per order projected
Collaborators
1 Product Designer + 1 Design Manager + 2 Product Managers + Engineering Squad + Marketing
My Role
As the sole hands-on designer, I led the project end to end, from research to strategy, design, testing, and developer support.
Start
Development
Discovery and Synthesis
Testing
Strategy and Ideation
Design and Prototyping
PMs, Designers
Developers, PMs, Designers
Marketing, Designers
Designers
Problem
POS ordering offered little visibility to customers and relied on inconsistent staff-led upsells, resulting in missed opportunities and lower customer confidence in what they were being billed.
Goal
Mirror and augment the ordering process by making choices visible, nudging add-ons, and reinforcing value to the customer as well as business without slowing down order taking.
Solution
A simple, story-led phygital experience that mirrors the live order. A loyalty-to-reward flow with minimal UI keeps customers engaged, nudges cross-sells, and is projected to lift dine in BPO by ₹5.
Constraints
The system had to work in noisy, distraction-heavy stores with divided customer attention, while also securing stakeholder buy-in for a high-investment initiative. It needed to integrate seamlessly with the existing POS without requiring additional staff training.
Debating the Direction
Explored both display-only and touch-enabled experiences. We chose a minimal touch-based CFPOS to move customers from passive viewers to active participants, making upsells self-driven and consistent without increasing staff effort during peak hours.
Intelligent Guidance, Not Interruptions
A shared, real-time ordering experience between the customer and the staff that presents the customers with cart along with highlighting contextually relevant add-ons and combos at natural cognitive pauses. Customers can interact or ignore, preserving speed while gently guiding.
Standardised Upsell Moments
System-led suggestions replaces staff-dependent selling. This ensures consistent add-on exposure at scale without impacting speed or operations.
Unlocked Omnichannel Benefits In-Store
Loyalty rewards, offers, and account-level benefits previously limited to app become visible and redeemable during dine-in orders, ensuring a consistent experience across channels.
Designed for a Noisy, High-Stimulus Environment
Large, expressive food imagery and minimal UI to cut through visual noise without increasing cognitive load. Subtle motion and micro-interactions draw attention naturally, inviting interaction.
YOUR ORDER : 1 PIZZA
Order Value
(Incl. of taxes)
₹1320.00
Peppy Paneer
Regular
x 1
₹269
Flavour it up with Cheese Burst
Classic Cheese Burst
+ ₹79
Korean
Sweet Chilli
+ ₹79
Hot
and Fiery
+ ₹79
Creamy Makhani
+ ₹79
Ask for 4 more yummy crust options!
Side Note
This project made me rethink how clarity is achieved. In a high-pressure environment, I learned that restraints like fewer CTAs, softer motion, and clearer hierarchy leads to better outcomes. Designing CFPOS pushed me from solving for ideal users to designing for real conditions.
Explore More Work
Aftertaste: Customer Resolution Platform
Next Gen Inventory Management
© 2026 Prakruti Desai
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Elate: Domino’s Customer Facing Point of Sale
By looking at our competitors, we identified an underutilised surface in Domino’s stores: the customer-facing POS screen, currently used for static ads. This screen had the potential to evolve from passive advertising into an active sales touchpoint.
Year
2024
Type
Phygital Experience • Visual Design
Impact
+₹5 in store bill per order projected
Collaborators
1 Product Designer + 1 Design Manager + 2 Product Managers + Engineering Squad + Marketing
My Role
As the sole hands-on designer, I led the project end to end, from research to strategy, design, testing, and developer support.
Start
Development
Discovery and Synthesis
Testing
Strategy and Ideation
Design and Prototyping
PMs, Designers
Developers, PMs, Designers
Marketing, Designers
Designers
Problem
POS ordering offered little visibility to customers and relied on inconsistent staff-led upsells, resulting in missed opportunities and lower customer confidence in what they were being billed.
Goal
Mirror and augment the ordering process by making choices visible, nudging add-ons, and reinforcing value to the customer as well as business without slowing down order taking.
Solution
A simple, story-led phygital experience that mirrors the live order. A loyalty-to-reward flow with minimal UI keeps customers engaged and nudges contextual cross-sells without any intervention from the staff.
Constraints
The system had to work in noisy, distraction-heavy stores with divided customer attention, while also securing stakeholder buy-in for a high-investment initiative. It needed to integrate seamlessly with the existing POS without requiring additional staff training.
Debating the Direction
Explored both display-only and touch-enabled experiences. We chose a minimal touch-based CFPOS to move customers from passive viewers to active participants, making upsells self-driven and consistent without increasing staff effort during peak hours.
Intelligent Guidance, Not Interruptions
A shared, real-time ordering experience between the customer and the staff that presents the customers with cart along with highlighting contextually relevant add-ons and combos at natural cognitive pauses. Customers can interact or ignore, preserving speed while gently guiding.
Standardised Upsell Moments
System-led suggestions replaces staff-dependent selling. This ensures consistent add-on exposure at scale without impacting speed or operations.
Unlocked Omnichannel Benefits In-Store
Loyalty rewards, offers, and account-level benefits previously limited to app become visible and redeemable during dine-in orders, ensuring a consistent experience across channels.
Designed for a Noisy, High-Stimulus Environment
Large, expressive food imagery and minimal UI to cut through visual noise without increasing cognitive load. Subtle motion and micro-interactions draw attention naturally, inviting interaction.
YOUR ORDER : 1 PIZZA
Order Value
(Incl. of taxes)
₹1320.00
Peppy Paneer
Regular
x 1
₹269
Flavour it up with Cheese Burst
Classic Cheese Burst
+ ₹79
Korean
Sweet Chilli
+ ₹79
Hot
and Fiery
+ ₹79
Creamy Makhani
+ ₹79
Ask for 4 more yummy crust options!
Side Note
This project made me rethink how clarity is achieved. In a high-pressure environment, I learned that restraints like fewer CTAs, softer motion, and clearer hierarchy leads to better outcomes. Designing CFPOS pushed me from solving for ideal users to designing for real conditions.
Explore More Work
Aftertaste: Customer Resolution Platform
Next Gen Inventory Management
View Full Project
View Full Project
Home
Next Project
