McDonald's Experience of the Future
Role
Concept ideation & strategy, creative direction, experience design direction, visual design
McDonald’s Australia’s transition to digital screens has allowed for greater flexibility in content, whilst creating a better in-Restaurant experience for its patrons. With the introduction of Create Your Taste we have more screens than ever to reach our patrons, whether through Kiosks, Community Screens, Menu Boards, or Drive-Thru.
Whilst this technology has been rolled out we’ve seen an increasing number of options available on the McDonald’s menu to meet ever-diversifying Consumer tastes, but also with the need to simplify the in-Restaurant experience to ensure our patrons are not overwhelmed with choice.
Eye tracking for phase 2 in-store and drive-thru menu boards
User testing for phase 2 in-store and drive-thru menu boards
Phase 3 in-store menu boards. Less product detail, more visual inspiration.
Phase 3 drive-thru menu boards. Less product detail and more visual inspiration to drive shorter wait times.