McDonald's App

We were briefed by McDonald’s Netherlands to evolve their existing native app into a rich, personalised user experience. Enable rewards, loyalty and geo-targeted offers to be delivered with measurable results.

With great team effort we managed to design and develop this app within the strict 2½ months time limit we were given by the client. Three weeks after the app was launched, it was downloaded 800’000 times, got over 500’000 registered users and over 250’000 users liking products within the app. The app was ranked number 1 in both iTunes store and Google Play in the Netherlands.

Since the launch of the app we’ve done several updates featuring new campaigns and general improvements to make sure the app stays relevant to the users.

AGENCY
Tribal DDB Amsterdam
MY ROLE
Lead Designer
YEAR
2013
UX DESIGNER
Joeri Kiekebosch
DESIGN DIRECTOR
Robbin Cenijn
DOWNLOAD LINK
iTunes
AWARDS & MENTIONS
FWA Mobile of the day
International Design for Experience Awards
Winner in : Bottom Line Impact
SAN Accent Winner in : Retail
WATCH THE CASE STUDY

THE HOME SCREEN

The home screen is designed to have everything in the app directly accessible. The user can browse through products, create shopping lists, access promotions and find a restaurants just one push away. Upon entering the app, the user’s attention is grabbed by the animated coupons tray, which is placed behind the home screen.

EXPLORE THE PRODUCTS

In the product section you can find the entire McDonald’s productfolio. From milkshakes, your favorute burgers and all the McDonald’s menus. Tell us which products you love, or put together a menu and let the app calculate the total nutritional value.

Need to order for all your friends? Drag and drop the products you want to order into your wishlist. It will create a clear order list that you can use at the counter.

  • Like products
  • Make a shopping list
  • View nutritional values

YOUR ACCOUNT

The more you use the app, the better we can personalize the offers and the content we send to you; Always relevant to what you are doing and what you like. All your favorited items and selections are editable in your account settings.

PERSONALISED COUPONS

To increase sales, we’re giving the user personal vouchers, updated in real time. All tailored to their personal taste; such as the weather conditions, time of day, their location, birthday, or the products they personally “loved”.

  • Favorites
  • Gift
  • Vegetarian
  • Weather
  • Time
  • Location
  • Birthday
  • Reward

THE PICTO CAMPAIGN

In the beginning of 2015 McDonald’s decided to run an OOH campaign featuring iconography of their most famous products. To push the app, we decided to scramble a couple of thousand bus shelter ads in to puzzles. Bypassers could then scan them with the app, solve the puzzle and get rewarded with free fries.

Using iBeacon, we pushed notifications to app users passing the puzzles, to make sure they don’t miss out!

THE McMORNING CAMPAIGN

In the beginning of 2014 we ran a campaign to encourage people to try out McDonald’s new breakfast products. Using the campaign slot, we created a point system where users could collect points for each check-in at McDonald’s. After just 3 points, the user was rewarded with a free breakfast!

To spice up the experience we created small animations which played after a flip of your points pre check-ins. Post check-ins we flipped to badges together with an encouraging message to make the check-in feel more rewarding for the users.

YOUR RESTAURANT

Get more information about your restaurant, such as available facilities and opening hours. Found your restaurant? Then the app will tell you how to get there.

THE ILLUSTRATIONS

I initially created a bunch of illustrations to jazz up the case films, but as I was working on campaign updates I started sneaking them in to the app as well (for example in the McMorning campaign). You can see more of that on my Behance.

Too small!
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