Implementing a digital solution within McDonald's iOS app, designed to increase user engagement and purchase behavior through a strategic stamp & referral code program.
Venrick Azcueta, Matt Gainer,
Signe Bone, Carolyn Murdock,
Augustina Riener, & Myself
UX Researcher, Design Strategy, UX/UI Designer
What needs to happen?
In a multidisciplinary team of 7, we were tasked to create a digital solution designed to increase user engagement and purchase behavior within the current McDonald's iOS app.
The solution had to be built and pitch ready within 24hrs.
THE PROBLEM SPACE
What is McDonald's trying to achieve?
McDonalds has launched a Digital Loyalty Program hoping to further engage its existing customer base of 1 million+ app users, and encourage program adoption for new users. They are looking to:
Engage new & existing users
Encourage additional purchases
FRAMING THE DESIGN CHALLENGE
How might we ...
increase user engagement and purchase behavior through intentional digital experiences.
Planning for success.
Knowing this challenge would encompass a 24hr turnaround time, it was important to immediately begin with a tentative game plan in order for us to make most of the time we had available to us.
Strategize & Decide
Challenge brief with McDonald's executives.
Team Meeting & Brainstorm
Vote & Decide
Ideate & Design
Taskflow & Wireframing
Iterate & Final Design
Build & Pitch
Compose submission deck
Draft presentation script
Finalize & rehearse presentation
Strategize & Decide
With a global team consisting of one Data Scientist, two UX Designers, two Web Developers and two Digital Marketers, we wanted to ensure everyone's skillsets were utilized to their fullest potential and that everyone had an input.
Our approach to this challenge was straightforward:
1. Teammate Introductions
Everyone was to first introduce themselves to the team, and express their strongest skillsets and how they'll be supporting the team.
2. Establish A Decider
We wanted everyone to have input in every decision, however for whenever it came to a standstill it was important to
establish one individual as a Decider early on, in order to ensure the team didn't spend too much time on more micro decisions.
In the case of our team, this became myself.
3. Set Communication Channels
Since we were a team working across the globe via LA, Spain, Vancouver, and Toronto, it was important to set concrete communication
channels via Slack & Zoom, in order to ensure all communication was easily accessible to everyone involved.
4. Check-In Schedule
Similarly, it was important for the team to have set check-in schedules for Zoom calls, so no one lost track of time, and everyone could stay on the same page together as the project moved along.
With this in mind, we began our research into McDonald's problem space.
Understanding the problem space
Before making any design decisions, it was important for our team to begin researching and analyzing the data at hand in order to ensure our proposed solution was meeting the needs of our target audience.
Our data scientist began by first studying McDonald's consumer patters in order to identify what factors were significant for the consumer buying decision. Data insights revealed two key factors:
1. Ease & Convenience
The modelled data indicated a clear correlation between convenience and buying. Ease of purchase proved to be a major motivating factor for consumer's buying decision.
2. Time Saving
The modelled data also indicated a strong correlation between time saving and buying. Similar to convenience, time saved when purchasing was also a major motivating factor for consumers.