McDonald's
McDonald’s
Intuitive Mobile ORDERINg
Role: Experience Director
Circa: 2019
In 2019 we worked with the McDonald’s executive leadership to simplify and optimize the mobile order experience globally - from drive-thru and curb-side to counter pick-up. The existing experience is broken and cumbersome. This meant cold food, wrong orders, confused customers and stressed out staff. Below is a snapshot of what we did over the span of 8 weeks.
We dove deep into each use-case and began identifying the pain points across each journey. This revealed the use-case with the highest pain point and traffic: the counter pick-up experience, followed by redeeming a deal at drive-thru.
We placed the customer at the center of the experience and identified three focus areas:
1. Remove the burden from our guests
2. Enable the crew to better service digital guests
3. Orient the restaurant to support digital journeys
With our pain points prioritized and brainstorming hats on, we began enhancing the mobile order experience.
What If
Guests could quickly see pick-up options for each store.
AND
Loyal guests could order their usual with one tap.
What If
We unified signage on the app and in-store for clarity.
ANd
Guests could redeem offers after an order was placed.
What If
We created stickers so staff can accurately disperse orders.
ANd
We displayed orders by guests’ names vs. order numbers.