Mobile App Redesign for McDonald's
As part of a UX/UI bootcamp that served as a precursor to my summer internship at NoriSpace, I worked with two teammates on a three-week case study to redesign the McDonald's Korea mobile app. Through market research and user questionnaires, we made data-driven improvements to the home, M-Order, and coupon pages.
Year
June 2024
Disciplines
UX Research
UX/UI Design
Research
Testing as an excuse to enjoy unlimited burgers…
We kicked off the discovery phase with comprehensive desk research spanning McDonald's brand identity, fast-food market trends, and competitor benchmarking. Alongside this, we ran end-to-end primary research to surface user behaviours and mental models, designing structured questionnaires and synthesising findings across 70+ responses from both McDonald's app users and those of food membership and delivery platforms.
To map the full user journey and audit the app's information architecture, we conducted hands-on usability walkthroughs: placing real M-orders to uncover edge cases and hidden interaction patterns only accessible through specific user paths. (Beyond the insights, it gave us a great excuse to enjoy a few team meals together 🍔)
Desk research
Field research
Based on our research synthesis, we developed two distinct user personas to represent core usage scenarios and ground our design decisions. We mapped demographic and psychographic factors including age, motivations, and behavioural traits.
From there, we constructed a user journey map to visualise end-to-end touchpoints and identify opportunity areas across both the functional and emotional layers of the experience.
Research revealed a clear disconnect between McDonald's strong offline brand experience and its digital presence. Despite being one of South Korea's top-ranked fast-food franchise, research confirmed that the two most-used features of M-Order and the coupon service were the biggest friction points, driven by an excessive number of steps and poor information architecture.
Research analysis informed a clear objective for the redesign:
IA & Design System
Building the bones
Before moving into high-fidelity design, we established a robust Information Architecture and a unified design system to create a shared foundation that enabled seamless team collaboration.
The most complex challenge was untangling and restructuring the app's embedded navigation system, which required meticulous audit and careful realignment with the user needs surfaced during research.
Final redesign
I'm lovin' it. Are you?
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