03_Elementare
- Client
- L'Elementare
- Role
- Strategy, design and development, solo
- Scope
- UX Strategy, Web Design, Development, Hospitality
- Year
- 2026
From an online business card to a platform that takes bookings, shows every location and supports the growth of a Roman pizzeria brand.
Context
A fast-growing pizzeria brand with a website that was only a business card.
L'Elementare makes Roman pizza in seven locations across the city and keeps opening new ones, also through franchising. The team wanted the website to do real work: present the product and the company, show every location, and become a source of revenue with bookings and a shop.
The problem
Thousands of visits a day, and very few of them became a table.
Analytics showed around 3,000 visits a day against roughly 200 bookings. The demand was already there. The site was not turning it into reservations.
01Traffic without conversion
The old site looked dated and said little about the place: the ovens, the neighbourhoods, the people. Nothing of what you feel at the table came through on screen.
02The soul was missing
New locations, franchising, hiring, a shop: the business was moving faster than a static site could. Every change depended on someone else.
03Growth the site could not follow
The approach
Start from the numbers, then design every page around one decision.
I handled strategy, design and development alone. The data set the priority: a visitor who wants to eat should never be more than one tap away from booking, wherever they are on the site.
One platform, four jobs.
The site had to serve guests, future partners and the team at the same time, without turning into a maze.
Features
- 1
Booking
Always in the header and on every location, so the path from appetite to table stays short.
- 2
Locations
Each location has its own page, address and character, told through its neighbourhood.
- 3
Franchising and careers
Dedicated paths for people who want to open a location or join the team.
- 4
Shop and blog
A shop for new revenue and a blog the team writes to reach people through search.
A 3D map of Rome instead of a list of addresses.
A list of locations tells you a street name. A map tells you where you are in relation to it. I proposed a 3D map of Rome with every location on it, so people understand at a glance which one is theirs, and the brand shows how much of the city it already covers.
The challenge
Saying no to protect speed and accessibility.
Several stakeholders had a say, and some requests would have slowed the site down or broken WCAG accessibility requirements. I pushed back on those and explained why: a slow site loses bookings, and an inaccessible one shuts people out. A site has to perform, not only look good.
The result
More bookings from the same traffic, and a machine the team now runs on its own.
The new site turns the traffic it already had into reservations, and the team manages content and blog without a developer. I can stay on a project or hand over the keys: here the goal was a platform they could own.