- Products & platforms.
McDonald’s wanted to transform its global customer experience across web, mobile and in-restaurant touchpoints. In 2017, Huge was announced as McDonald’s Global UX Design partner.
We are proud to be modernizing and evolving the holistic customer and employee experience across digital, physical and internal operations, as well as help with evolving its brand. We leverage user insights, research, business strategy and decades of design leadership to collaborate with the McDonald’s global Innovation, Digital and Marketing teams to help bring these experiences to life. We are focused on helping McDonald’s achieve its goal of providing best-in-class experience in the Quick Service Restaurant category.
At the start of our relationship, we fully immersed ourselves in all aspects of McDonald’s business, brand, operations and digital vision for the future. Focusing on McDonald’s existing digital ecosystem, work done to date and future roadmap, we’ve established a team structure and playbook to guide the Huge and McDonald’s collective team operations and to refine McDonald’s roadmap. The work we do for McDonald’s falls into these overarching themes: incrementally evolving digital channels, creating global experience strategies for the future, and operationalizing McDonald’s product organization.
- Products & platforms.
One of our first initiatives to begin rolling out McDonald’s refreshed branding was the Global Website. The goal was to create a single, cohesive design using the AEM platform, leveraging standardized tools that all markets could publish to without impacting the consistent brand experience. We were able to minimize the need for custom components and development, allowing new features to be implemented with reduced time and cost – a key pain point for markets. The result: One elegant design, on a single tech stack, across hundreds of countries.
Our designers have been focused on rethinking the ecommerce approach for key points of the customer journey across the McDonald’s Global Mobile App and self-service Kiosks in restaurants. Our team of UX and visual designers work tirelessly alongside the McDonald’s product leads to marry both the business and customer needs. We put a user-centric approach and a seamless ordering process at the forefront of our digital and ecommerce strategies. Ultimately making it easy for customers to enjoy McDonald's how, when, and where they want it.
Path to frictionless.
As we began our engagement with McDonald’s, we tackled an end-to-end experience assessment of their current customer experience across their digital ecosystem. The goal was to set a user-centered vision and a plan to evolve the mobile app and Kiosk into a more frictionless experience for users, in service of increasing conversion and engagement. We evaluated the core digital strategy, the segmentation approach, plus existing data and began to map out customer journeys leveraging several common ordering paths. We identified the key points of friction amongst mobile and Kiosk, then prioritized those based on the biggest improvement impact to the customer experience and to business revenue opportunity. We created a 2-year roadmap focused on those priorities broken down into basic optimizations, enhancements or new feature developments. This has been our North Star as we modernize and evolve McDonald’s global digital products.
More ways to order, faster, and easier.
Just a few years ago, the customer touchpoints, channels and operations, while still complex, were much more focused - it was a drive thru and front counter business. Today, customer needs, preferences and flexibility has increased – in addition to the expansion of numerous features and fulfillment options. To help meet these changing needs we began by addressing primary elements of the mobile app – the homepage, as well as single product and meal ordering flows. Our goal was to reduce the cognitive load to the customer and also reduce the number of taps needed to order and reorder common products. We were able to streamline the homepage with personalized content and introduced features like a quick action sheet that allows a customer to add a Big Mac to their bag in only 3 taps. As further ordering options were added, we were able to seamlessly expand the experience to allow delivery capability – a growing need with today’s customers.
Digital brand evolution.
How do you take a brand as globally iconic as McDonald’s and bring it into a digital platform that can flex across all markets, languages and different customer needs? While design guidelines and standards exist, there was no single collection of currently available digital product patterns or rules that could be utilized at scale to build applications and features. With multiple digital products continually being developed across the globe, it is imperative to ensure a consistent representation of the brand and efficiently deliver UI to be deployed in over 85 markets at any given time.
While we updated the look and feel of the Kiosk, we also focused on some key areas where we knew comprehension was problematic in addition to reducing unnecessary steps. Previously users built their meal on the Kiosk, but then struggled to understand if they completed all the steps and if all their inputs were captured. Our goal was to celebrate the food but also highlight the final meal and selections in a visually clear way. We also looked at high-traffic times where Kiosk can help prevent congestion at the front counter and provide a faster experience for commonly placed orders. Our task was to improve findability and increase convenience. Through extensive testing and market validation, we were able to implement clear visual category hierarchy, flexible ways to switch order types and make it simple for a customer to order their regular coffee in two steps instead of 5.
McCafe for kiosk and app.
We designed a new digital rewards program for McCafe customers only available via a Mobile App. The app includes a preordering feature and an incentivized loyalty program.