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McDonald's App

UI/ UX Design

McDonald’s is a recognisable brand that is known worldwide for its fast-food chains. It has several competitors in the industry with which we can compare the McDonald’s application to.

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Task: To redesign the user interface of the McDonald’s application to make it more user-friendly.

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Methods: Contextual Inquiry, Proto-Persona, User Journey Mapping, Competitors’ Research, Prototyping

Team: Worked as the UI/ UX Designer alongside 3 other members

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Duration: 1 month

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Tools: Figma

Overview

Through our research, we gathered that most people are frustrated and dissatisfied with the application’s user interface. Hence, we aim to redesign the user interface and address pain points that users may have.

Problems and Solutions

Problems from the existing application were investigated and solutions were proposed to solve these issues.

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Existing App

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McD Problems.jpg

Proposed App

Contextual Inquiry

Participants were observed in a natural situation while they completed 2 different tasks:

  • Claim a deal with the app on McDelivery

  • Claim a deal with the app in-store at the kiosks

 

​Contextual inquiry, with a think-aloud protocol, was chosen as our user research method. Participants were engaged in post-task interviewing where we sought to uncover their thought process, emotional state, and perceived pain points.

Proto-Persona

Based on the interview, a proto-persona was developed to visualise the main target audience.

Proto-Persona.webp

User Journey Map

According to the scenario with our proto-persona, we mapped out the customer journey map and storyboard to gain better understanding of the frustrations a customer may feel with the existing app. Upon figuring out the significant pain points, an ideal user flow was proposed.

Customer Journey Map.webp
Storyboard.webp

Competitors' Research

After understanding users' pain points, competitors' research was conducted with GrabFood as a case study to gather inspiration on how the McDonald's app can be improved.

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Prototype

After researching, we came up with a prototype to resolve users' pain points.

Claiming Deals Flow

Online Order Flow

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Design Rationale

Constraints

Due to limited time and resources, an in-depth competitors’ research could not be conducted to gain further insight on potential areas for improvement. Furthermore, usability testing could not be conducted to gather insight on whether the changes made enhanced user experience.

Future Directions

  • Move towards a ‘Mobile-first approach’ and the use of accounts

    • Combine both McDonald’s and McDelivery Apps into a unified platform so customers can access McDelivery and McDonald’s Deals on the same platform

  • Introduce Online Ordering for Pick Up & Delivery

    • Competitors (KFC) and similar apps (Starbucks & Grab) have introduced this feature to reduce wait times and increase customer convenience

  • The Kiosk + App Experience

    • Interaction between ordering Kiosk and App to be enabled with the use of QR logins

    • Customers to be able to ‘Order as Guest’ or ‘Order with Account’ at kiosks

      • ‘Order as Guest’ - As per current ordering flow at McDonalds

      • ‘Order with Account’ - Customers can find deals available for their order within the kiosk interface, and modify their order based on prior ordering history + preferences

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