McDonald's App Loyalty Experience

Elevate McDonald's App Loyalty Experience

UX Research

Timeline:

Sept - Nov 2023

Sector:

Fast food, quick service restaurants

Design Role:

Solo Project, UX research

Problem Overview

The opportunity for the McDonald's app to further prioritise customer loyalty.

When considering the McDonald's app, one notable feature that comes to mind is its convenience. Despite this, the app also offers a reward program, which may not be the first aspect that many users think of. However, it is interesting to note that the app requires users to create an account before placing orders. This requirement is likely aimed at increasing the number of returning customers and building customer loyalty, which serves as evidence that McDonald's actually wants to elevate customer loyalty. Currently, the McDonald's app lacks strategies to build customer loyalty. By addressing this issue and prioritizing benefits for regular customers, the brand can increase returning customers and foster loyalty, resulting in a win-win situation for both users and the company.

Finding The Problem

I initially did not decide to enhance the loyalty experience.

Method Used: Competitive Analysis, Heuristic Evaluation

I did not initially consider the idea of enhancing the loyalty experience when I first decided to improve the McDonald's app. My process began with a heuristic evaluation to identify areas for improvement, followed by a competitive analysis comparing Starbucks and Subway. I sought to understand what made these competitors successful and determine which areas McDonald's should also focus on to stand out in the industry.

During the analysis, I discovered multiple issues with the McDonald's app in various aspects, such as the purchase path. However, what caught my attention the most was how Starbucks had implemented an excellent reward program.

They prominently featured their program on the homepage and clearly outlined an overview of the benefits members could receive from their accumulated points on a single page. This allowed customers to view the information clearly and easily, increasing customer engagement. This demonstrates how Starbucks's loyalty program is helping the company drive even more benefits.
In contrast, the McDonald's app failed to emphasize its reward program. When viewing the app's homepage, there are no prominent elements related to the reward program. There is no 'Sign up' button, the accumulated points are not clearly visible, and there are no enticing benefits for new members or birthday rewards, among other issues in the reward program. Consequently, users may question the value of signing up as a member. As a result, I decided to enhance the loyalty program experience to help McDonald's stand out even further in the industry.

Existing App and Issues

The current issues with the loyalty program.

1. Before logging in

There is no obvious section to ask for sign-up for membership on the homepage.

Not until you go to the "more" page.

2. After logging in

The accumulated points is not obvious on the home page.

3. Rewards & Offers

Compared to Starbucks, McDonald's does not provide an overview of what customers can redeem with different accumulated scores. The rewards that can be claimed are not displayed on a single page; instead, users have to scroll through multiple pages to view all the items that can be redeemed.

The Goal

To identify opportunities for enhancing the loyalty experience.

My goal is to identify opportunities for improvement and innovation on loyalty experience, in order to enhance customers engagement, boost customer retention, and drive business growth through a more satisfying loyalty experience.

Research Plan

How I planned out the entire research process.

Hypothesis

1. Customers frequently join memberships from different companies but often stop using them over time.

2. Customers who perceived the loyalty program app interfaces personalized and tailored to their preferences are more likely to exhibit higher levels of engagement and loyalty towards the brand.

3. Customers who face navigation difficulties or frustration in loyalty program app interfaces are more likely discontinue using or show lower levels of engagement and loyalty towards the brand.

4. Customers who have experienced seamless and efficient interfaces and processes in loyalty programs are more likely to demonstrate higher levels of loyalty and actively engage with the program.

5. Customers who find the user interfaces of loyalty program apps to be aesthetic and visually appealing are more likely to experience increased engagement and exhibit higher levels of brand loyalty.

Research Questions

1. What are the causes for customers to discontinue engaging in the in-app loyalty experiences from various businesses throughout time?

2. What are the preferences and expectations of customers on personalized and tailored loyalty program app interfaces?

3. What are the specific navigation difficulties or confusions that customers has encountered in loyalty program app interfaces?

4. What are the preferences and expectations of customers on seamless and efficient loyalty program app interfaces?

5. How should the aesthetic and visual appeal of loyalty program app interfaces be designed to promote increased customer engagement and higher levels of brand loyalty?

Research Method: Interview

Expected outcome: To uncover customers' behaviors, feelings, and thoughts regarding loyalty programs, and the interview method aligns well with this goal.

Approach: Face-to-face

Number of interviews: 2 in total

The Interview

Conducting in-depth face-to-face interviews.

I conducted two interviews, around 45 minutes each, serving as both the moderator and note-taker simultaneously, using the pre-established discussion guide that was prepared in advance, mainly focusing on the following questions:

1. Could you share an in-app loyalty experience that you frequently return to?

2. Can you describe what your typical in-app loyalty experience looks like?

3. What do you consider most valuable when using a loyalty program or rewards app?

4. Could you draw out your ideal and one of your worst past in-app loyalty experiences?

Findings

Findings Presented through Persona and Journey Map

I read through all the raw data from the two participants, analyzed their responses, and synthesized their opinions to create a single persona and journey map that incorporates both perspectives.

Persona

Journey Map

Findings Highlights

Customers often prioritise seeking discounts and offers to maximise their savings.
Customers choose to order from McDonald's due to its convenience, which allows them to save time.

Therefore, to attract and retain a larger membership base, here are some key insights derived from the findings:

Place everything related to the loyalty program prominently on the homepage to ensure easy access and visibility for customers.
Streamline the user experience by avoiding complicated and repetitive steps. Ensure clear and accurate descriptions of the loyalty program to prevent confusion and frustration.
Provide incentives for customers to continue using the loyalty program (e.g. offer personalised recommendations for their next purchase based on their preferences and previous interactions).

Recommendations

Elevating the end-to-end loyalty experience, from awareness to post-order satisfaction.

I transformed all the insights gained from the findings into tangible approaches, encompassing the entire customer journey from awareness to post-redemption satisfaction, in order to enhance the end-to-end loyalty experience of McDonald's.

1. Awareness

IN-APP-ONLY PROMOTION AND DEALS

One of the approaches I recommended was to provide users with in-app-only promotions and deals. Placing ads about this in physical branches and on social media platforms. This exclusive offering incentivises customers to engage with the app and fosters a sense of loyalty by rewarding them with special discounts and offers that are only accessible through the mobile application.

IN-APP-ONLY
DISCOUNTS!

2. Discovering

After capturing the attention of potential customers, they tend to actively explore and learn more about the loyalty program. It is important to implement strategies to keep them stay in this stage.

ADD A PROMINENT HOMEPAGE SECTION FOR MEMBERSHIP/REWARD INTRODUCTION

We see a section like this on McDonald's webpage, but it is currently missing from the app itself. Promoting the loyalty program directly within the app guides potential customers to better understand the program in more detail, particularly with the key phrase "free McDonald's," which aligns with their ultimate goal of saving money.

INCORPORATE A REVIEW SECTION DIRECTLY BELOW THE INTRODUCTION

To enhance the engagement and credibility of the reward program, consider incorporating a review section directly below the introduction. This allows customers to share their experiences and feedback, providing valuable social proof for potential participants.

3. Registering

Make the sign-up button more accessible by placing it prominently on the homepage instead of hiding it in the "More" page. This ensures that users can easily find and access the registration process without having to navigate through additional pages.

CREATE A BUTTON FOR MEMBERSHIP SIGN UP ON HOMEPAGE

OFFER PERSONALIZED REWARDS & EXCLUSIVE BENEFITS

Offer a birthday treat as a customised reward for members, providing a personalized touch to enhance their loyalty experience. Additionally, provide users with immediate offers, discounts, and other exclusive benefits to incentivise ongoing engagement and loyalty. This two-pronged approach of personalized rewards and exclusive perks can create a more compelling and rewarding experience for your program members, ultimately fostering stronger loyalty and engagement with the brand.

4. Redeeming

DISPLAY MEMBERS' ACCUMULATED POINTS AND MEMBERSHIP STATUS PROMINENTLY ON THE HOMEPAGE

By placing the members' accumulated points and membership status directly on the homepage, you can shift the focus of the app to be more loyalty program-centric. From past research, we know that McDonald's customers prioritize saving time, so having this information readily accessible on the homepage will allow them to quickly check their status and redeem benefits. This prominent display of membership details reinforces the app as a loyalty-focused experience, aligning with the brand's goal of building stronger customer relationships and encouraging continued engagement. Highlighting the loyalty program upfront can attract customers to use the app more frequently to access and maximize their rewards.

PROVIDE CLEAR AND ACCURATE REWARD DETAILS

Based on customer interviews, participants expressed frustration with inaccurate or unclear reward details. For example, the reward scheme may have stated that users could claim a certain discount, but when they went to redeem it, they were unable to. Or customers thought they could redeem multiple items at once, only to find out they could only redeem one at a time, without prior notice.

To address this pain point, it's essential to provide transparent and comprehensive information about the rewards program. Clearly communicate the exact details, limitations, and redemption criteria upfront, so there are no surprises or disappointments for customers when they try to utilize the benefits. This level of transparency and accuracy will build trust and encourage continued engagement with the loyalty program.

STREAMLINE THE REDEMPTION PROCESS

Based on the interviews, users expressed frustration with a cumbersome redemption process. They described having to go back and forth between steps, only to find that the desired offer was unavailable or not applicable to them. This back-and-forth navigation wastes customers' time and creates a poor user experience.

To address this, it's important to streamline the redemption flow. When a customer tries to redeem a benefit, if the specific offer is not available, seamlessly present them with alternative rewards or options they can use instead. Avoid requiring them to start the process over from the beginning, as this can be highly irritating. Providing a smooth, efficient redemption experience that respects customers' time will encourage continued engagement with the loyalty program.

5. Post-redemption

PROVIDE PERSONALIZED REDEMPTION RECOMMENDATIONS

After a customer redeems their loyalty benefits, it's crucial to consider how to encourage them to engage with the program again. Offer them personalized recommendations on what they can redeem next. By analyzing their past redemption history and preferences, suggest relevant rewards or offers they may be interested in. This tailored guidance will help customers easily identify their next redemption goal, fostering continued engagement with the loyalty program.

Next Steps

Moving on to the wireframes and prototype development.

The scope was limited to the recommendation phase of this project. The next steps would be moving onto the wireframes and building the actual prototype to make it happen.

Armed with the insights gained from the previous stages of the research, I will work to redesign the user interface and restructure the loyalty program, starting by mapping out the task flows to be improved. Wireframes for the app's main pages will then be created, allowing for rapid prototyping and iteration on the redesigned experience before progressing to building the actual functional prototype. This measured, user-centric approach will ensure the delivery of a better loyalty program that drives tremendous value for both McDonald's and its customers.

Self evaluation

How can I do better next time?

This case study holds a special place for me, as it represents my first major project. It was deeply rewarding, allowing me to take the user research skills I've learned into practice.

While I'm proud of the work, I recognize there are always opportunities for growth. Looking back, I see areas where I could have done better:

COMPETITIVE ANALYSIS & HEURISTIC EVALUATION

In my first case study, I initially put the same effort into every aspect, unsure of which to prioritise. However, I've come to realise that:

The UX aspects are the most crucial.
Identifying issues with the client's product and strengths of competitors is key - this helps me learn and improve.
Highlighting positive aspects of the client's product makes feedback more constructive when presenting to them.

RESEARCH PLAN

My initial research plan was trying to address all the problems I found in the app, thinking that they were all related to UX. However, I've learned that the research plan should focus solely on UX-related problems, rather than trying to cover technical concerns as well.