Salwa Khan | McDonalds Case study - North

McDonald's App Case Study

Redesign the existing McDonald’s mobile app by identifying user pain points, giving solutions, and delivering a redesigned app prototype.

· Problem

The app’s poor navigation and slow loading frustrate users, making key features like ordering hard to find. Lack of filters and an AI assistant further hinder the experience.

· Solution

To improve usability, the design should prioritise simplicity, intuitive navigation, faster loading, and dynamic filters. Adding an AI assistant can enhance guidance and user satisfaction.

· Year

2025

· Timeframe

1 Month

· Tools

Figma

· category

UI/UX Design

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· Project timeline

While redesigning the McDonald's app, I implemented a thorough process involving in-depth user research and iterative design improvements. This ensured the final product was not only reliable but also effectively addressed users' needs.

Week 1

Research

Conduct in-depth user research to help identify pain points and improvement areas.

Week 2

Ideation

Generate solutions for identified pain points and create low-fidelity wireframes for key app screens.

Week 3

Prototype

Transform wireframes into high-fidelity designs and build an interactive prototype.

Week 4

Testing

Document the entire redesign process and conduct user testing.

January 2025

· Discover

User interview

X 9

Interviewee

A thorough evaluation of user satisfaction, navigation efficiency, and overall performance to optimise the user experience. The study involved interviews with nine users across different age groups.

Highlights of the interview

Users would rather choose a third party app to order from McDonalds rather than using the current north-india

McDonalds mobile app as they believe it isn't up-to the mark for such a big brand.

The coupons that are visible on the app cannot be added to cart/order.

There is no chat-bot or live customer support.

The app is confusing to the user as the user has to scroll through the app, to be able to find what they're looking for.

There are way too many banners used throughout the app.

Quantitative Research

X 21

Respondents

Conducted quantitative research by creating a Google Form with a set of questions and distributing it to a diverse group of participants.

How often do you use the McDonald’s app?

Rarely

Never

Monthly

What is the primary purpose for using the McDonald’s App?

Placing food orders

Browsing the Menu

None

How does the McDonald’s app compare to other food delivery apps in terms of ease of use?

About the same

Worse

Much worse

Better

What is the primary purpose for using the McDonald’s App?

Placing food orders

Browsing the Menu

None

How often do you use the McDonald’s app?

Rarely

Never

Monthly

What is the primary purpose for using the McDonald’s App?

Placing food orders

Browsing the Menu

None

How does the McDonald’s app compare to other food delivery apps in terms of ease of use?

About the same

Worse

Much worse

Better

Would you prefer if the McDonald’s App offered third party login options (i.e. Google, Facebook, Apple, etc.)?

Yes

Maybe

How does the McDonald’s app compare to other food delivery apps in terms of ease of use?

Nuetral

Dissatified

Very Satisfied

Satisfied

Would you prefer if the McDonald’s App offered third party login options (i.e. Google, Facebook, Apple, etc.)?

Yes

Maybe

Do you find the apps navigation bar (at the bottom of the screen) user friendly?

Yes

How does the McDonald’s app compare to other food delivery apps in terms of ease of use?

Excellent

Good

Average

Poor

How important are exclusive offers and discounts in your decision to use the app?

17%

33%

On a scale of 1 to 5, how helpful do you find the nutritional information provided in the app?

17%

33%

17%

How does the McDonald’s app compare to other food delivery apps in terms of ease of use?

Excellent

Good

Average

Poor

How well does the app meet your expectations as a McDonald’s Customer?

Neutral

Below expectations

Meets Expectatitons

Doesn't meet expectations

On a scale of 1 to 5, how easy is it to navigate the McDonald’s app?

17%

25%

How important are exclusive offers and discounts in your decision to use the app?

17%

33%

On a scale of 1 to 5, how helpful do you find the nutritional information provided in the app?

17%

33%

17%

Which features do you use the most in the McDonalds app?

Order Placement

Points/Rewards

Offers & Promos

Nutritional Info

None

Heuristic Evaluation

Conducting a comprehensive heuristics analysis of the current McDonald's North India mobile application, evaluating both the iOS and Android versions.

Area of improvement

Law: Aesthetic & minimalist design - Excessive promotional banners clutter

Excessive banners throughout the app can distract users from the main action buttons. The focus should be on guiding users to complete their order.

Law: Error & prevention - You can tell the user is required to sign in.

Excessive banners throughout the app can distract users from the main action buttons. The focus should be on guiding users to complete their order.

Area of improvement

Law: Flexibility and Efficiency of Use, User Control and Freedom & Recognition Rather Than Recall. - Just one login method.

Flexibility and Efficiency of Use: A user should be provided with a system that caters to both novice and experienced users by providing diverse methods to achieve the same goal.

By offering multiple login options (e.g., email/password, social media accounts, biometric authentication), the app accommodates users' preferences and familiarity with different methods, enhancing their efficiency and satisfaction.

Flexibility and Efficiency of Use: A user should be provided with a system that caters to both novice and experienced users by providing diverse methods to achieve the same goal.

This approach also indirectly supports other heuristics like:

User Control and Freedom: Allowing users to choose their preferred login method.

Recognition Rather Than Recall: Simplifying access by offering familiar, easy-to-recognise options.

This approach also indirectly supports other heuristics like:

User Control and Freedom: Allowing users to choose their preferred login method.

Recognition Rather Than Recall: Simplifying access by offering familiar, easy-to-recognise options.

Law: Aesthetic and Minimalist Design - No text Hierarchy on the app

There is no hierarchy in this text. There is no emphasis on the email ID or the 6 DIGITS code that they need to enter.

Proper hierarchy organises text by importance (e.g., headings, subheadings, body text) using visual cues like font size, weight, and spacing, helping users focus on what's most important.

There is no hierarchy in this text. There is no emphasis on the email ID or the 6 DIGITS code that they need to enter.

Proper hierarchy organises text by importance (e.g., headings, subheadings, body text) using visual cues like font size, weight, and spacing, helping users focus on what's most important.

Law: Error Prevention - Need to use separate boxes for each digit on an OTP screen

The design should be different, so it is easier for user to understand that they have to enter an OTP.

Separate boxes reduce the likelihood of input mistakes by visually segmenting the code, ensuring each digit is entered in the correct position.

Separate boxes create a clean, organised interface that avoids unnecessary visual clutter and helps users focus on the task.

The design should be different, so it is easier for user to understand that they have to enter an OTP.

Separate boxes reduce the likelihood of input mistakes by visually segmenting the code, ensuring each digit is entered in the correct position.

Separate boxes create a clean, organised interface that avoids unnecessary visual clutter and helps users focus on the task.

What’s Good!

Law: Recognition rather than recall - Visual menu items with names and prices listed directly.

The user has bee provided with edit or remove option in the cart, but I feel the button size for Customise could be bigger.

The user has also been provided with a search functionality to quickly find specific items

The user has bee provided with edit or remove option in the cart, but I feel the button size for Customise could be bigger.

The user has also been provided with a search functionality to quickly find specific items

Law: Match Between System and the Real World - the use of “View cart” action button is good

The user has bee provided with edit or remove option in the cart, but I feel the button size for Customise could be bigger.

Area of improvement

Law: Consistency & standards, User control & freedom - Some screens are missing "Back" button in some app flows, forcing users to restart their journey.

This could disrupt the user flow, leaving users stuck on a screen or forcing them to repeatedly return to the homepage to restart the process.

Law: Flexibility & efficiency of use - Lack of advanced filtering options (e.g., dietary preferences like vegetarian or allergen-free).

Lacking sufficient filters means users would have to manually search for the item they want to order.

Adding filters would save time by allowing users to apply them, streamlining the ordering process.

Lacking sufficient filters means users would have to manually search for the item they want to order.

Adding filters would save time by allowing users to apply them, streamlining the ordering process.

10.

Law: Aesthetic & minimalist design - Image is cropped and too large for the section it has been added to. Text is too close to the edge of the screen causing readability issues.

Users may find the interface unprofessional or hard to use. They would also think of the app as poorly designed or unreliable.

Proper alignment, responsive design, and thorough testing ensure that all elements appear correctly on various devices and screen sizes.

Users may find the interface unprofessional or hard to use. They would also think of the app as poorly designed or unreliable.

Proper alignment, responsive design, and thorough testing ensure that all elements appear correctly on various devices and screen sizes.

What’s Good!

11.

Law: Flexibility & efficiency of use - Popular searches is a good add

This caters to both novice and experienced users by offering quick access to trending or frequently searched items.

It also allows users to select pre-defined options instead of typing or remembering specific items.

This caters to both novice and experienced users by offering quick access to trending or frequently searched items.

It also allows users to select pre-defined options instead of typing or remembering specific items.

Area of improvement

12.

Law: Help & documentation - No real-time support or chatbot for immediate assistance.

Users may encounter issues or have questions that require quick resolution. Without real-time support, they are left without accessible help.

Users might abandon the app or feel frustrated. Introduce a chatbot for common queries and escalation to human agents for complex issues.

Clearly display options for contacting support in-app. Doing this will enhance trust, user satisfaction, and the overall experience.

Users may encounter issues or have questions that require quick resolution. Without real-time support, they are left without accessible help.

Users might abandon the app or feel frustrated. Introduce a chatbot for common queries and escalation to human agents for complex issues.

Clearly display options for contacting support in-app. Doing this will enhance trust, user satisfaction, and the overall experience.

13.

Law: Consistency & standards - There isn't consistency in the back button either.

Maintaining consistency is crucial to ensure users aren’t confused by varying styles of action buttons.

Consistency enhances the user journey, making it smoother and more intuitive.

Maintaining consistency is crucial to ensure users aren’t confused by varying styles of action buttons.

Consistency enhances the user journey, making it smoother and more intuitive.

What’s Good!

14.

Law: User control & Freedom - Options to edit or remove items from the cart.

The user has bee provided with edit or remove option in the cart, but I feel the button size for Customise could be bigger.

Area of improvement

15.

Law: Recognition rather than recall - Users need to recall coupon codes, as the app doesn’t store or auto-apply them during checkout.

User will have to constantly remember the coupon code, if not they would then no be able to apply it on checkout.

The coupons don't appear even when you click on the apply store offer button.

User will have to constantly remember the coupon code, if not they would then no be able to apply it on checkout.

The coupons don't appear even when you click on the apply store offer button.

· Competitor Analysis

I began by analyzing both direct and indirect competitors of McDonald's that offer similar concepts. This approach allowed me to gather valuable insights and ideas for enhancing the user experience through the implementation of various features.

Name of the feature

Description of the feature

Third party login options or login/sign up through mobile number

Navigation

The navigation of the app is clear and user friendly.

Search function works well and proper filters are provided to make the user flow easier

Loading Time

The app performs relatively well in terms of loading

Payment Process

The app offers various payment methods.

Size & Fit info

Checking size in a clear way

· User Personas

User personas for McDonalds (North India) represent the diverse challenges the users face in using the app or ordering from the app. This enables us to tailor app features to effectively meet their needs.

Farheen

English Lit. PHD Student

Female

Delhi, India

Tech Level: 4/5

Farheen is a English literature PHD student. She is from Kashmir, but is currently living in Delhi because of her university.

Expectations

Wants a fast, efficient app for quick ordering.
Desires an easy coupon application.
Prefers filters to avoid allergens and streamline search.
Values personalised rewards and tailored deals.

Wants a fast, efficient app for quick ordering.
Desires an easy coupon application.
Prefers filters to avoid allergens and streamline search.
Values personalised rewards and tailored deals.

Motivations

Likes the McDonald's app for its exclusive discounts and benefits.
Enjoys access to discounts but struggles with applying coupons.

Likes the McDonald's app for its exclusive discounts and benefits.
Enjoys access to discounts but struggles with applying coupons.

Barriers

Experiences slow delivery.
Struggles with applying coupons and accessing discounts.
Lack of effective filters makes searches difficult.
Menu takes too long to load.
Finds the app complicated, slow to navigate, and prone to freezing.
Frustrated by the overall experience due to the app's technical issues.

Experiences slow delivery.
Struggles with applying coupons and accessing discounts.
Lack of effective filters makes searches difficult.
Menu takes too long to load.
Finds the app complicated, slow to navigate, and prone to freezing.
Frustrated by the overall experience due to the app's technical issues.

Rohan

Rahul

Social Media Marketing Analyst

Male

Banaras, India

Tech Level: 5/5

Rohan is a social media marketing and SEO specialist. He is from Banaras, but is currently living in Delhi because of his job.

Expectations

Seeks a user-friendly app for fast and efficient ordering.
Wants seamless coupon and discount application while ordering.
Prefers improved filters for quicker search results.

Seeks a user-friendly app for fast and efficient ordering.
Wants seamless coupon and discount application while ordering.
Prefers improved filters for quicker search results.

Motivations

Looking for multiple deals on the app, including free items.

Barriers

Experiences slow delivery and cannot track orders after they have been placed.
Runs low on funds and relies on coupons and discounts at the end of the month.
Reports of frequent app crashes or freezes.

· Product flow

The product flow for McDonald's was redesigned to deliver a more refined and modern user experience. Despite a limited time investment, the improvements ensure that the application maintains its high standards of usability and efficiency.

· Ideation

Sketching ideas

After conducting thorough research and narrowing the options to a few potential MVPs, I began sketching ideas on paper. This approach allowed me to explore various concepts for redesigning the existing application, with the goal of enhancing its overall user experience.

Hamburger Menu, location of where the order will arrive, favourites option provided, QR scan option provided

Banners have been added with a buy now button

Re-order will be available on the screen

Menu will show bestsellers at first, with view all option at the end.

Pre-ordering before reaching store is an option as well.

Chatbot has been introduced, that will help place orders for those who want it done in seconds.

Hamburger Menu, location of where the order will arrive, favorites option provided, QR scna option provided

Banners have been added with a buy now button

Re-order will be available on the screen

Menu will show bestsellers at first, with view all option at the end.

Pre-odering orders before reaching store is an option as well.

The product page has the location of the store the order will arrive from on top. you can also see the time it would take for it to reach you.

Filters have been added such as, veg, non-veg, bestsellers. The filter section will have more filters such as price, dietary preference.

The menu will also have a heart, so the user can like their fav items.

Menu button will be floating on bottom of the screen.

The product page has the location of the store the order will arrive from on top. you can also see the time it would take for it to reach you.

Filters have been added such as, veg, non-veg, bestsellers. The filter section will have more filters such as price, dietary preference.

The menu will also have a heart, so the user can like their fav items.

Menu button and search button will be together at the bottom of the page

You will also be able to view your previous orders.

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· Before & After

BEFORE

Homepage

Excessive banners & coupons were there on the homepage.

No information for the user on where to start.

Top banner taking majority of the space.

AFTER

Homepage REDESIGN

Primary Nav has been changed

Cleaner design with less banners and coupons. Banners have a clear CTA.

Glimpse deals and menu can now be on the homepage itself - instead of going to McDelivery screen.

BEFORE

Menu Screen

No filters, except veg

Heading without any actionable header.

Cluttered banner with no CTA.

Menu doesn't load, need to reopen app just to be able to view the menu.

Food tab, shows ingredient list and nutritional information.

There isn't enough emphasis on the floating menu button

AFTER

Menu Screen REDESIGN

No banners have been added

Simplifying the design for a cleaner look

Deals - Price and discounts have been shown in a clear manner with prominent CTAs.

Menu button has been shifted to the top of the screen along with a search bar.

The option of liking your fav food items has been added.

User has the option of switching between delivery/ dine-in/ takeaway and drive through at the top of the screen.

User Testing

X 5

Users

User testing is a process of evaluating a product or a service by observing real users interacting with it to identify usability issues and areas of improvement.

Highlights of the feedback

“The design is nice, the pages aren't too full of information, I like how the homepage has now been divided into separate sections, i can choose whichever i want easily.”

“I like how there is a bot in the app, because i am not as tech-savvy and having a feature like this would help me place an order faster. If you actually develop something like this, you would be saving me and a lot of other people, a lot of time and effort”

“ I am glad the filters were added, but i wish i could see what filters would be added to the app, as of now i am unable to view those.”

“The design is a lot cleaner than the original McD app, but the images do take some time to load. The original homepage was full of just coupon/offers. I think being able to have a glimpse of everything available on the app is nice.”

“I like how I can see my previous orders. I also like that I can see the ingredients list as soon as I open the item. I also like how i can favourite any item that I want, makes it easier for me to find it later on.”

“The McBot should be added to the real app as well, I think that would help a lot of people save time. They would then be able to simple order through the bot.”

· High Fidelity Design