Switch to calories view
Watching calories? We offered an option to view calories in each food item
Omnichannel experience delivers better business results for
McDonald’s
McDonald's India wanted their mobile app and website to be the primary channels for food
ordering from consumers. Robosoft was tasked to enhance the user experience of McDelivery
across digital platforms to achieve this objective.
Background
Food ordering from McDonald's India's outlets were predominantly through walk-ins and call
centers. The website and mobile app were under-utilized due to sub-optimal design, navigation
and user experience.
We set out to revamp the digital channels through an intuitive design, hassle- free user journeys,
outcome-based delivery and a seamless performance of all applications across platforms. We
adopted a mobile-first approach aimed to deliver superior performance. We wanted the
customers say "I'm lovin' It" in the digital world too.
The Robosoft solution
Empathy is at the core of our approach to crafting digital experiences. We conducted research at the
outlets of McDonald's to observe consumer behaviour on the ground. We also 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. The revamp of the
experiences on the app and website was aimed at improving user journeys across the platforms. We
achieved this goal by :
1
Design system
Typography and colour
#ffbc0d
#D90007
#292929
#6F6F6F
Aa
Speedee Font
Light
Regular
Bold
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
2
Iconography and illustrations
3
Interactions
Our empathy driven approach delivered:
Intuitive discovery & navigation
Seamless order, re-order & tracking
Delightful customization
Smart recommender system
Relevant & meaningful personalization
Improved user funnel to checkout
Key Features
Easy customization
- 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 Delivery, Dine-in, On-the-Go and in-store orders
- Pickup time, ORB Number, and store location
- Provide feedback after delivery
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
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
Watching calories? We offered an option to view calories in each food item
Easy customization
- 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 Delivery, Dine-in, On-the-Go and in-store orders
- Pickup time, ORB Number, and store location
- Provide feedback after delivery
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
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
Watching calories? We offered an option to view calories in each food item
prev
next
Engineering the experience
Stabilisation of the eCommerce platform
Defining and developing API layer to ensure optimal response
API architecture and technical design
Database optimization, improved response time, server resource usage
API integration and testing
Strong data protection
Streamlining the payment journey
Key
technologies
prev
next
Value delivered
103%
increase in orders via mobile
60%
of app users complete order under 4 min
10MN+
downloads
Client
testimonial
"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."
Praphull Paliwal,Ex-Director, McDonald's India (West and South)
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