Wait Design – McDonald’s App Redesign
During my time at ESD Toulouse, I participated in a specialized team project called « Wait Design. » The goal was to completely rethink the McDonald’s mobile app experience, specifically focusing on the online ordering and pickup process to make it more fluid, intuitive, and engaging. 🍔📱
The Challenge:
Users often face frustration during the « waiting » phase of their order. Key issues identified included:
- Lack of Visibility: Difficulty tracking order status in real-time.
- Perceived Wait Time: Uncertainty regarding how long the food would actually take.
- Generic Experience: A need for more personalized options based on different user profiles (students, families, etc.).
What I Did:
- UX Research & Analysis: We conducted user interviews and analyzed ordering habits to identify friction points. I helped create detailed user personas (Pierre, Thomas, Christine, and Emilie) to tailor the experience to their specific needs and frustrations.
- UX Mapping & Audit: I performed a deep audit of the existing app and competitors, identifying issues like complex navigation and cluttered interfaces.
- Gamification Strategy (McMémo): To make the waiting time more pleasant, we introduced McMémo, an in-app memory game. Users can play while waiting for their meal to earn loyalty points, which can be exchanged for discounts or free items.
- UI Redesign & Prototyping: I worked on a complete visual overhaul, creating an interface that is modern, clean, and highly accessible. This included optimizing the « Click & Collect » flow and updating the color scheme and interactive elements.
- A/B Testing: We validated our designs through interactive prototypes and A/B testing to ensure the new interface significantly improved user retention and reduced perceived wait times.
Results:
The « Wait Design » project successfully transformed a functional task into an engaging experience. By combining gamification with a streamlined UI, we created a prototype that not only speeds up the ordering process but also turns the wait time into a rewarding moment for the customer.
