McDonald’s
Improving the restaurant experience for with playful touch tables.
Responsibilities: UX Design, Prototyping
Tools: Figma, Photoshop, Notion
Duration: 3 months
Background
As McDonald’s continue to roll out COTF (Convenience of the future). The feedback from crew and couriers has been overwhelmingly positive. However, the customer experience has received less desirable feedback from customers. The ‘fun’ element for families is felt to be lacking.
Challenge
Deliver a digital table solution to enhance the family fun experience within restaurants.
Design principles
When creating solutions to the problem, I approached the design phase with three design principles. Therefore, providing a rationale and strategy behind my design decisions.
Easy to use
Customers and staff can clearly navigate the solution, therefore increasing engagement.Fun and intuitive
The solution enhances the restaurant experience for children.Accessible to all
The solution must be inclusive to all audiences.
Insights
Before the ideation stage, I dissected the brief for the key considerations which needed be considered and evaluated.
The solution needs to be a touchpoint catering to different audiences.
The solution must provide different interfaces – i.e. customer mode vs staff mode.
Must follow design principles laid out in guidelines.
Exploration
I opted to go ambitious to explore the boundaries. Therefore, understanding of the project scope and what’s feasible. I proposed two solutions to the development team to gain feedback whilst ensuring my solutions were viable and realistic from a build perspective.
Solution 1
A carousel approach where users interact with the menu by swiping across the content categories. By pressing down on a category, the next step would begin, whether it was a secondary menu or a category activity.
Solution 2
Through a ‘elastic band style approach’, users drag their preferred category towards where they’re sitting. If a user opts to not to proceed with their chosen category, they can release it and it will gradually return to its original position to allow other table users access.
Design and iterate
Wireframes were created through client and development feedback sessions, with each iteration improving on design choices. I built a robust design system to ensure consistency throughout.
Close collaboration with the development team ensured elements of the design were implemented in the build phase. Communication was vital as I provided documentation for full-stack developers with guidance. If the developer was unsure about specific parts, I was open to questions and suggestions regarding continual improvement.
Design solution
A flexible and engaging experience allowing seated users equal access to all elements featured. Through a drag and swipe interaction; a fun and intuitive user experience was created.
User testing was initiated at speed, allowing for continual updates to be implemented within the CMS infrastructure. Therefore, creating a more comprehensive and user-friendly product focusing on user satisfaction.
Key learnings
The best experiences blend fun with educational value.
Simple designs catered to all age groups, providing inclusivity.
Parents want the ability to manage screen time.