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McDonald's


Taking Deliciousness Digital

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McDonald's


Taking Deliciousness Digital

 

Overview

For 2 years, I worked at with Huge on site at the McDonald's headquarters in Chicago. Tasked with the responsibility of aligning and evolving all digital design and user experience for the web, app and kiosk systems internationally, our team helped design the future of fast food and probably ate too much of it in the process. 

& GOals

  1. Create a digital ecosystem.

  2. Bring a personal experience to a digital service.

  3. Make ordering easier, faster & Funner.

 


CASE STUDIES

McDonalds.com

Incorporate new branding and ordering into the existing Global McDonald’s website template system.

MyMCDONALD’S

Brand and integrate an all new in-app customer loyalty program into the existing McDonald’s Global Mobile App.

MCDELIVERY

Bring UberEats ordering to the McDonald’s app to allow for seamless ordering and delivery within the two apps.

 
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McDonalds.com


McDonalds.com


 
 

objective

Incorporate new branding & online ordering into the Existing Global McDonald’s website Template System.

& Challenges

  1. Interpreting new brand guidelines into the current web experience.

  2. Creating a flexible and scalable system the could be used for any content in any language.

  3. No backend lift.

  4. Collaboration with offsite dev team.

 

Detail 1

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Detail 2

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Detail 3

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Detail 4

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The
TEAM.

Managing Director - Holly Mason
Executive Creative Director - Evan Dody
Creative Director - Rich Davy
UX Director - Allyson Meyer
Project Manager - Karen Jackson

Art Directors - Frank Reichert, Bryan Le
Product Designers - Andre Cordosa, Lanusse Castro
UX/UI Designers - Kevin Hertel, Brinson McGowan
Production Designer - Stephanie Corona
Copywriter - Lindsey Zimmerman

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MyMcDonald's


MyMcDonald's


 
 

Objective

Branding & integration of  an in-app loyalty program.

& Challenges

  1. Branding and program constructs didn’t yet exist.

  2. System had to integrate into existing app experience.

 

 

The
Branding.

Early Concepts

With complete freedom to brand MyMcDonald’s however we saw fit, we knew we wanted it to correlate with the existing branding.

The initial direction with the branding was to take it the route of a standard restaurant loyalty card but interpreted as more of a digital Apple wallet-like card.


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Developing The Dashboard

We knew from the beginning we would have to build a few new screens into the current app experience to account for where MyMcDonald’s would live. Of course most of the branding was sprinkled throughout the existing app, but we viewed these additional screens as a chance to have some fun with MyMcDonald’s and make using the loyalty program as exciting and fun as possible. Enter : The MyMcDonald’s Dashboard.

 
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Introducing MyMcDonald’s

 
 
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Archie

The posterchild of the MyMcDonald’s brand is a character named Archie. Made from combining the universal symbol for a human with the infamous McDonald’s arch, Archie represents any and all humans that love McDonald’s.

Archie sits nicely alongside the Golden Arches in the new My McDonald’s logo and even has his face on the MyMcDonald’s currency.

 
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Loyalty
Onboarding

Because MyMcDonald’s is a new program being integrated into the existing McDonald’s app, the introduction of the loyalty program to existing users not only was integral to get users to start using it, but it also had to be short and sweet as to not distract users from their normal app usage.

 
 

Intro Animation

When the user first opens the app after MyMcDonald’s launches, they would be greeted with a short intro animation explaining the loyalty program and how it works. There would also be promotional headers on the homepage encouraging the user to start collecting loyalty points.

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ThE
Dashboard

This is the home page for all your MyMcDonald’s activity. Learn how to collect points and earn bonus points. Watch your points rack up or go ahead and redeem them for a reward.

 
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Redeem Points

for Delicious Rewards.

Once you have acquired enough points, rewards are unlocked and you can redeem them for your choice of a delicious snack. The more points, the better the snacks.

 

Currently Piloting in the German market, But coming soon to the McDonald’s App on your phone.

 
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Collect Points

ON IN Store Purchases.

You can collect points with any purchase at any location by simply scanning a barcode when you place your order, an interaction already familiar to users how use McDonalds’s Deals.

 
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THE
TEAM.

Managing Director - Holly Mason
Executive Creative Director - Evan Dody
Creative Director - Hugh Connelly
UX Director - Allyson Meyer
Project Manager - Justin Kraft

Art Director - Kristopher Leigh
Product Designers - Andre Cordosa, Lanusse Castro
UX/UI Designers - Brinson McGowan, Chris Rodriguez
Copywriter - Lindsey Zimmerman

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McDelivery


McDelivery


 
 

Objective

Integrate UberEats mobile ordering into the app experience.

& Challenges

  1. Introduce McDelivery to McDonald’s App users.

  2. Easily onboard users to McDelivery.

  3. Provide easy switching between pickup and delivery.

 

 
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Pickup or Delivery?

The much debated screen that places the choice between pickup & delivery as the first choice the user has to make in the new flow. Significantly reduces friction with populating menu and prices down the flow.

AdDress Confirmation

A huge big of delivery was confirming the address of delivery as well as the charges & wait times that would incur. Also, it was vital to give users the choice to opt out or edit if they were unhappy with the results.

Progress DeTails

Once an order had been placed thru UberEats, it was important to inform the user in-app of the state of the delivery so they knew it was in progress, even though the progress was only available in UberEats.

 
 

Switch
it up.

.

 
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Pickup / Delivery Switcher

The key interaction to making this experience a success was the incorporation of a simple switcher in the location bar of the current app. This little dropdown gave the user complete control to switch between pickup mode and delivery mode anywhere in the ordering flow.

Should their choice require any additional steps such as inputting or confirming an address, the interaction populated in an overlay to gather the data without interrupting the users shopping experience before allowing them to proceed

 

 

The
TEAM.

Managing Director - Holly Mason
Executive Creative Director - Evan Dody
Associate Creative Director - Eric Cohen
UX Director - Allyson Meyer
Project Manager - Justin Kraft

Art Directors - Frank Reichert, Kristopher Leigh
Product Designer - Lanusse Castro
UX/UI Designers - Brinson McGowan
Copywriter - Lindsey Zimmerman