McDonald's Mobile App Redesign
Seoul · 2024 June - July (3 Weeks)
Role
UX/UI Designer
Responsibilities
UX Research
UX/UI Design
Presentation
Credits
Tools
Figma
Slack
Overview
As part of a selective UX/UI bootcamp that served as a precursor to my summer internship, I worked with two teammates on a three-week case study to redesign the McDonald’s Korea app. Through market research and user questionnaires, we made data-driven improvements to the home, M-Order, and coupon pages.
Problem
The McDonald’s mobile application has faced usability challenges stemming from a user interface that inadequately represents its brand concept and fails to meet user needs. These shortcomings have negatively impacted the overall quality of McDonald's service experience.
Anchored by the “omnichannel” concept, the goal was to seamlessly translate McDonald’s high-value offline experience into the mobile platform, ensuring consistency and quality.
01 Research
We began by conducting research on McDonald’s brand identity, fast-food market trends, user behaviours (focusing on McDonald’s app users as well as those of food membership and delivery apps), and competitors.
1 Desk Research
2 Field Research: Questionnaire
02 User Insights
Based on research, two user personas were developed to represent common app usage scenarios, considering factors like age, purpose, and personality. A user journey map was then created to highlight key interactions, identify pain points, and uncover areas for improvement in design and functionality.
1 User Personas
2 User Journey Map
02 Design Goals and Positioning
Research analysis informed the strategic objectives for the redesign, while also benchmarking the service against competitors to ensure a competitive and user-centric approach.
03 IA and Design System
An IA and design system were developed prior to redesign to enable seamless collaboration and a shared understanding across the design team.
1 IA & Wireframing
2 Design System
04 Final Redesign
The redesign process was executed using Figma, guided by a structured IA and cohesive design system. To deepen our understanding of the app’s features and underlying structure, we conducted multiple hands-on experiments by placing M-orders through the app. This approach provided valuable insights into the user experience, revealing hidden screens and interactions accessible only through specific interactions. The most challenging aspect was restructuring the app's embedded system, requiring meticulous analysis and alignment with user needs.
