Where Delicious Pizza And Awesome UX Meet
Experiencing a delightful design
When I stopped by L&B Spumoni Gardens, one of the oldest pizzerias in Brooklyn, I was pleasantly surprised by their Sicilian slice (I thought the plain slice would be superior. I was dead wrong.) and instantly enchanted with their classic Spumoni ice cream treat. In addition to serving noteworthy food, L&B Spumoni serves a superior customer experience through a few intentional design choices.
Most restaurants that offer takeaway have customers order at one end of the counter and pick up at the other end. This setup usually means one long line stemming from the cash register, and a frazzled clump of people hovering around the “pick up” end.
However, L&B Spumoni cleverly altered this common design pattern to better serve their customers. While the menu includes a tantalizing array of appetizers, salads, pastas, sandwiches, and desserts, most customers are coming for the main attraction: pizza.
In response to this need, L&B Spumoni provides not one, not two, but three separate windows to order from. Each has a dedicated purpose:
Slices
Full Pies
Subs, salads, pastas, and anything not covered by Windows 1 and 2.
This was my first time at the restaurant, but the windows were clearly marked, and I immediately stepped up to the Slices window. I gave my order, paid the cashier, and received two piping hot slices on a paper plate in about 90 seconds.
I didn’t take a photo, so here is my very high tech rendering of the three-window design (plus a satisfied customer).
The power of “simple” design shifts
I was fascinated by this three-window design for its simplicity and impact. L&B Spumoni didn’t reinvent the wheel, but they personalized it in a way that supports their customer base and staff members.
The staff working the slice / full pie windows have a limited variety of orders they need to fill, so their turnaround time is lightning quick. Because the staff are set up to work so efficiently, customers aren’t kept waiting, which likely increases sales (and decreases angst). If I were in a hurry, a long line may prompt me to find a different restaurant.
In addition to minimizing wait times, the three-window design shines a bright spotlight on L&B Spumoni’s most iconic item. Two out of three windows are dedicated to selling pizza, which broadcasts the restaurant’s heart and soul. Whether you are new to the joint, or it’s your neighborhood go-to, the brand is resoundingly, wonderfully clear.
UXD Takeaways
Know what users want most. Make it easy and pleasant for them to get it.
Adjust common design patterns in meaningful ways, so users don’t have to learn something new to understand your unique approach.
Look for the intersection between saving the user time and earning the business more $$$.
Go out for pizza if you hit designer’s block!