Process
We started with a heuristic evaluation using Nielsen’s 10 usability principles to identify key pain points—such as lack of feedback, redundant navigation, and poor user control. From there, we crafted “How Might We” statements to reframe these issues into design opportunities, including streamlined ordering flows and user engagement incentives.

To ground the experience in real scenarios, we mapped a customer journey for a persona named Lily—a busy professional seeking a quick breakfast order without mobile app redirects. This helped us prioritize a seamless, time-efficient flow.

We progressed through low-, mid-, and high-fidelity prototypes in Figma, refining navigation and visuals with each iteration. Visual assets were enhanced using Illustrator and Photoshop. We also introduced gamified features like reward points, referral discounts, and unlockable offers—drawing from behavioral design concepts to encourage return visits.

The final prototype included a full ordering journey: browse, customize, checkout, and delivery tracking—completely within the website. Usability testing with peers and mentor feedback highlighted the design’s clarity and strong visual structure. We were encouraged to consider real-world applications for the concept.

Outcome
The project delivered a functional, gamified ordering experience directly through the McDonald’s website, eliminating the need for a separate app. We received positive feedback on both UX strategy and visual execution, with mentors recognizing the design as pitch-worthy. This project helped solidify our understanding of how user-centered design can drive business and user engagement outcomes.

Role
UX/UI Design, Visual Design, Interaction Design, Prototyping

Tools
Figma, Illustrator, Photoshop

Timeline
Fall 2024 (4 weeks)