robosoft technologies

Redesigning the McDelivery Experience

McDonald's India wanted to craft a fresh, new design and enhance the user experience across their digital platforms.

Redesigning the McDelivery Experience

McDonald's India wanted to enhance the user experiences across their digital platforms and offer customers with a fresh and a new McDonald’s digital experience.

The objective of the redesigned app and website was to offer a delightful and seamless experience to the customers through an intuitive design, hassle- free user journeys, outcome based delivery and a seamless performance of all applications across platforms.

Designed as a mobile-first approach and driven by a superior performance, the experience aims to make customers say “I’m lovin’ It" in the digital world too.

Objective and success metrics

Revamp of the experiences on the app and website aimed at improving user journeys across the platforms. We achieved this goal by :

Improving user funnel from Serviceability to Add to Cart

Improving user funnel from Add to Cart to Checkout

Improving overall navigation and performance of the site & app

To ensure an increase in orders we worked towards:
  • App/Web
    Launch

  • Serviceability

  • home

  • Menu

  • Cart

  • Promotion

  • Payment

  • Tracking

Increase the effectiveness of communication

Better discovery of offers

Quick & easy checkout

Adapting a
natural flow

Approach and Solution

We conducted collaborative design workshops with the client to identify user journeys, wireframes and finalise the designs. Scrum-based agile methodology was used to ensure phase-wise and on-time delivery.

Services we delivered:

Revamp of the user experience and interface design

Responsive web development

Native apps - Android, iOS

Admin Panel for the client

Building the design experience

The user experience is designed to meet the business and user objectives, with consistent use of brand colours and recognisable design patterns for a responsive and easy navigation system.

Highly intuitive discovery and navigation of categories and items

Seamless order, track and quick reorder journeys

Customising of orders

Recommendations - smart integration of up-sell and cross-sell

For You - personalisation

Design System

Typography and Colour

Aa

Speedee Font

light

Regular

Bold

0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

ffbc0d

D90007

292929

6F6F6F

Iconography
and illustrations

Interactions

Interaction help users to move through a product easily. Types of navigation gestures include:

  • Tap
  • Drag
  • Swipe
  • Pinch
  • Scroll and pan

Features that delight

The experience follows the 'know me' and 'be me' approach, where the focus is on gradually understanding user tastes and preferences, and then addressing the same through a curated experience, by adding sections like recommendations, 'for you', deals and offers. Customers can also customise burgers or meals, which allows a larger level of interaction with the brand.

 

Flexible Order modes - Delivery, Dine-In, Pick up, On the go

  • Customers are given ordering options in the on boarding journey
  • User can switch between modes easily
  • Quick access to set location or menu from every ordering option

Super fast
food delivery

Food delivery to
your car/bike

Pick up from
the store

Order and dine
at the restaurant

Personalised recommendations

  • Pre-populate user's preferred customisations
  • Dual view option, with list view and an expanded view to show bigger images and full descriptions
  • Display savings by crossing out the actual price

Switch to calories view

Going beyond the veg or non-veg toggle, an added option of viewing calories in each product item

Easily customise your burger and your Meal

  • Listing and grouping of customisation options available for a product
  • User can apply single or double customisations, based on the availability
  • Auto display of final price or upgrade to meal/combos

Order Tracking

  • For past, active and future orders
  • For cancellation of advance orders
  • For Delivery, Dine-in, OTG and in-store orders
  • Additional details like pick-up time, ORB Number, change pick-up time, store location etc.
  • Track order status
  • Feedback option once order is delivered

Client Testimonial

Praphull Paliwal, Director, McDonald's India (West and South)

Robosoft has been our digital partner for years. They have helped us manifest our vision of Direct-to-consumer through intuitive designs, effortless experience and smart technologies. Our mobile-first and multi-experience approach has made users say “I’m lovin’ It".
They are our one-stop agency for digital experience.