PROJECT OVERVIEW
The study aims to provide insights to help McDonald's refine its mobile and kiosk ordering system, offering users a convenient and efficient experience with the Order Ahead service.
ROLE
UXR, UX Designer
TIMELINE
6 Weeks
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SOFTWARE
Adobe XD
PROBLEM STATEMENT
McDonald’s does not allow customers to schedule their orders in advance.
RESEARCH
Competitive Analysis
To understand McDonald's position in the market, a competitive analysis was conducted comparing McDonald's with its top two competitors, Starbucks and Subway.
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McDonald's: Strong in affordability and speed but limited in customization and flexibility
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Starbucks: Offers excellent scheduling and personalization options, benefiting from its slower, sit-down model.
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Subway: Excels in customization for health-conscious users.​
KEY FINDINGS
Users have to be 5 miles away from the store to order ahead.
RESEARCH
Interviews
The following stages will involve conducting interviews to gain direct feedback from users.
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These interviews will help us better understand one of the highlighted challenges or opportunities identified in our competitive analysis.
I conducted interviews with five users who have used food-ordering apps
KEY FINDINGS
Our initial hypothesis stated that introducing an order ahead feature would be
well-received by participants.
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However, the findings from user interviews revealed that most participants felt scheduling orders were unnecessary for McDonald’s.
This is valuable to McDonald’s, as it saves them money that may be used for other activities.
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This is valuable to users, as the majority of participants don’t preorder their fast food.
Persona
RESEARCH
Ethnography
We conducted an ethnographic study to observe users using McDonald’s ordering service on their mobile apps and kiosks.
I observed four participants using mobile and kiosk ordering.
Two participants used mobile ordering, and two used the kiosks.
KEY FINDINGS
Kiosk
1.
The kiosk should redesign the homepage so that offers and points are clearly separated
2.
The kiosk could save clicking time by combining the payment screens.
Mobile App
1.
The mobile app could Incorporate a preselected combo choice
2.
If a customer orders on the kiosk and signs in, then the app can provide real-time updates on their order status.
Journey Maps
Conclusion
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Our initial hypothesis stated that user satisfaction differs across mobile apps and kiosks.
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The data revealed that most participants felt that the kiosk was slightly slower than the app.
importance
Helping the kiosk can allow more users to customize and upselling opportunity
Helping the mobile is beneficial, as users tend to order more and customize more, increasing sales.
Reflection
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I was surprised that my hypothesis was wrong and that the users I interviewed didn't want this feature implemented.
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Looking back on this project, I wish I could ask more in-depth and follow-up questions.
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Recording the audio of the ethnography would have helped with note taking in the future.
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One thing I struggled with was interviewing. I want to improve my interview skills and be able to talk and write down notes simultaneously. It's something I am working on improving.
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In future, I would have loved to interview a variety of users to get a better consensus of the mobile and kiosk ordering process.