Work - McDonald's
Internet of things
Internet of things

McDonald's

We worked on implementing a new state-of-the-art face recognition software to McDonald's digital kiosks to improve usability and delight users.

  • STRATEGY
  • USABILITY RESEARCH
  • UX AND UI DESIGN

About client

McDonald's restaurants are found in about 120 countries and territories around the world and serve more than 69 million customers each day. McDonald's operates 37,855 restaurants worldwide, employing more than 1,7 million employees worldwide.

There are currently a total of 2,770 company-owned locations and 35,085 franchised locations, which includes 21,865 locations franchised to conventional franchisees, 7,225 locations licensed to developmental licensees, and 6,175 locations licensed to foreign affiliates. All the data is from Wikipedia as of 2019.

About project

The goal of the project was to introduce state-of-the-art face recognition technology to McDonald's. Face recognition can offer many benefits, for the company itself and for the customers.

The technology uses a facial recognition system that can find out the person sex, age, even sentiment. Those findings can be used in various ways. Statistical data and advanced meal recommendation system are just some of the proposed use cases.

Work Vodafone - Restaurants icon

37885

Restaurants all over the world

Work Vodafone - Person icon

69

Million customers served daily

Work Vodafone - Burger icon

75

Hamburgers sold per minute globally

Work Vodafone - Downloads icon

60

Million downloads of the McDonald’s mobile app

Stats

Work Vodafone - Restaurants icon

37885

Restaurants all over the world

Work Vodafone - Person icon

69

Million customers served daily

Work Vodafone - Burger icon

75

Hamburgers sold per minute globally

Work Vodafone - Downloads icon

60

Million downloads of the McDonald’s mobile app

01.Project plan


The first step of each project is crafting a plan that covers all of the bases.

3 steps
Onboarding steps

App screens

McDonald's mobile app, slide 1
McDonald's mobile app, slide 1
McDonald's mobile app, slide 2
McDonald's mobile app, slide 2
McDonald's mobile app, slide 3
McDonald's mobile app, slide 3
McDonald's mobile app, slide 4
McDonald's mobile app, slide 4
Ordering steps

Kiosk screens

McDonald's desktop kiosk, slide 1
McDonald's mobile kiosk, slide 1
McDonald's desktop kiosk, slide 2
McDonald's mobile kiosk, slide 2
McDonald's desktop kiosk, slide 3
McDonald's mobile kiosk, slide 3
McDonald's desktop kiosk, slide 4
McDonald's mobile kiosk, slide 4
User analysis

Recognition result screen

McDonald's big screen, slide 1
McDonald's big screen, slide 2
McDonald's big screen, slide 3
McDonald's big screen, slide 4
McDonald's guy

02.Use cases


There were four use cases and personas that we needed to address. Read more and see how we did it.

Use case user image

Unknown user, 1st time visiting

No previous orders were made, and there is no data about the user.

Solution:

Display recommended meal based on time of the day, sentiment, and weather.

Use case user image

Known user, 1st time visiting

No previous orders were made, but there is data about the user and their meal preference.

Solution:

Display recommended meal based on their selected meal preferences, time of the day, sentiment, and weather.

Use case user image

Unknown user, n-th time visiting

Previous orders were made, but there is no information about the user or their selected meal preferences.

Solution:

Display recommended meal based on their previous orders, time of the day, sentiment, and weather.

Use case user image

Known user, n-th time visiting

Previous orders were made, and there is available information about the user and their meal preferences.

Solution:

Display recommended meal based on their previous orders, meal preferences, time of the day, sentiment, and weather.

03.Results


Being a demo and a new explorative concept, we can't publicly share relevant metrics.

Mcdonalds results

Services used

Project strategy

  • Client workshop
  • Research
  • Defining MVP
  • Feature set

UX and UI Design

  • Information architecture
  • User personas
  • User experience
  • Prototyping
  • UI design

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