Designing a premium at-home pizza experience through onboarding, packaging, and visual systems.
I collaborated cross-functionally with Industrial Design teams to help shape Frigidaire’s premium at-home pizza experience ecosystem. My role focused on designing the onboarding and visual systems that connected packaging, instructional content, accessories, and branded touchpoints into a cohesive consumer journey. I created the pizza box packaging, Quick Start Guide, and supporting graphic assets that elevated the unboxing experience while simplifying setup and usability for consumers.
This project combined experience design, information design, and brand storytelling across both physical and digital touchpoints. Working closely with Industrial Design, CMF, and interaction teams, I helped create a unified visual language that reinforced the product’s premium positioning while guiding users through every stage of the pizza-making experience—from onboarding and preparation to baking, serving, and cleanup.
My Role
Graphic Design • Packaging • Information Design • Experience Systems
Contribution
Packaging design Quick Start Guide, and visual systems developed in collaboration with Industrial Design.
Research & Insights
Research began by mapping the full pizza-making journey, from shopping and prep to baking, serving, and cleanup. The team identified opportunities to reduce friction, improve confidence, and help consumers achieve artisan-quality pizza results at home.
These insights informed a connected experience strategy that brought together the appliance, accessories, packaging, onboarding, and visual system into one cohesive ecosystem. My work helped translate that strategy into clear, premium graphic touchpoints across the packaging, Quick Start Guide, and supporting experience materials.
Create Phase
Following the research and insights phase, the team translated key consumer needs into a cohesive pizza experience ecosystem. Concepts were developed around onboarding, preparation, baking, serving, and cleanup, with each touchpoint designed to make the process feel more intuitive, premium, and connected. My focus during this phase was creating the visual and instructional assets that brought the experience to life, including the pizza box packaging, Quick Start Guide, and supporting graphics. Working closely with the Industrial Design team, I helped ensure the packaging, product graphics, accessories, and instructional materials shared a consistent visual language while clearly guiding consumers through the pizza-making journey.
Onboarding
The onboarding experience was designed to begin the moment the consumer opened the oven and discovered the welcome box inside. From there, the box guided users into the pizza ecosystem through a clear first step: scanning a QR code to register and connect with the broader Frigidaire pizza experience. After scanning, users were directed to digital registration and supporting content, helping them access accessories, tips, recipes, tutorials, community resources, and pizza-making guidance. Inside the box, the Quick Start materials introduced the key steps for getting started, while the packaging and graphics helped make the experience feel intentional, premium, and easy to follow from the very first interaction.
Quick Start Guide
The Quick Start Guide was designed as an informative pamphlet to help consumers immediately understand what was included in the pizza kit and how to begin using it with confidence. It introduced the core accessories, explained their purpose within the pizza-making experience, and provided simple starter recipes to help users quickly move from unboxing to making their first pizza. By organizing product information, setup guidance, and recipe inspiration into one clear printed piece, the guide helped reduce guesswork and made the overall experience feel more approachable, premium, and easy to follow.
Pizza Quick Start Guide - Please flp through!
