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Case study

Mcdonald’s


Background

A user-centred approach to optimising mobile ordering.

In 2016, the UK McDonald’s were piloting the mobile ordering app that was being developed globally. McDonald’s needed to test the app with real customers to identify issues across the journey, factoring in the operational perspective and at the same time, understand opportunities for development.

We conducted in restaurant usability sessions with 15 users and had 150 participants used the app and then provided structured feedback in a a survey.

From this we found:

The insights and recommendations from the study gave McDonald’s the tools to improve the foundations of their mobile ordering app. This would allow them to confidently roll out a second iteration as well as introduce exciting new features.

Development of the app continued and in 2018, McDonald’s had a new digital proposition giving customers the freedom to order wherever and whenever they want with a choice of collection methods.

Customers place an order but only pay through the app upon arriving at the restaurant – users are checked-in to the restaurant upon entering a geo-fence, alerting the restaurant to begin preparing their order.

The app aims to give users the ability to order at their own pace whilst reducing congestion through multiple order points, improving order accuracy and speed and introducing greater convenience and personalisation.

Following the success of the first round of research, SimpleUsability were invited to explore this experience to further optimise the service before it was released nationwide.


We delivered

McDonald’s wanted to test the end to end process for all collection methods, aiming to:

  • Gain an in-depth understanding of app usability
  • Identify areas for optimisation
  • Understand customers’ satisfaction with each collection method and the app as a whole
  • Identify any collection method preferences
  • Understand how intuitive the app was
  • Understand how the app would fit into customers lives and impact their perceptions of McDonald’s

Objectives

McDonald’s wanted to test the end to end process for all collection methods, aiming to:

  • Gain an in-depth understanding of app usability
  • Identify areas for optimisation
  • Understand customers’ satisfaction with each collection method and the app as a whole
  • Identify any collection method preferences
  • Understand how intuitive the app was
  • Understand how the app would fit into customers lives and impact their perceptions of McDonald’s

Deliverables

We conducted 20 usability tests of the end to end process across three McDonald’s restaurants in London.

At the same time, we surveyed 225 people using the app for the first time – of these, 20 took part in telephone interviews.

Our offsite technology allowed us to research beyond the app to understand environmental factors, such as car park signage, that affected users’ understanding of the process as well as the app. This provided McDonald’s with a bigger picture, allowing them to identify where the restaurant and app experience merged so they could optimise the process accordingly.


Outcome

From in-depth analysis we provided actionable optimisation recommendations covering everything from screen flows to UI elements. Since then, the McDonald’s app has had three major updates, introducing:

  • New collection methods
  • Optimised content to guide customers
  • Visual changes to the user interface to aid understanding and noticeability of key functionality.

The research identified the need for further testing to optimise environmental factors and ensure the app and restaurant worked in unison.

Screenshot

Example:

Order customisation and favouriting were identified as two desirable features of the app – to which the majority of users did not notice.

The calls to action have been revised in their appearance to increase their presence on the page and ensure that they look interactive.

Want to know more? Get in touch

hello@simpleusability.com

0113 350 8155