Over a four-year engagement, Method partnered with McDonald’s to envision a new experience for every customer—an enhanced offering that is globally connected, locally relevant, and always convenient—grounded in an omni-channel experience.
We defined the customer journey and the role of various channels at each touch point. This was supported by experience principles that crystallized how the iconic brand would express itself in a digital context. A global digital design system ensured a consistent and coherent experience across all touch points. A robust research process involving rapid iteration and prototyping in controlled and real world environments enabled teams to observe, understand, and better serve customer behaviours. We helped McDonald’s design and deliver operational service enhancements in front and behind the counter.
Our work has manifested across the global ecosystem in all digital touchpoints that a customer might encounter.
Research & Insights
Laying the foundations for their digital ambition
- What is the customer’s experience with McDonald’s today and how might we transform it?
- How might we build a relationship with customers over time?
- How might we evaluate the experiences we create and not lose sight of these principles when technology and operational complexities overwhelm us?
- How can we use data across the entire customer experience?
Making the ambition real
The secret ingredient: empathy
By establishing the customer as a core ingredient of the research process, we leveraged iteration and rapid prototyping in controlled environments and in restaurant to evaluate the impact new experiences would have on the restaurant operations. Ultimately, customer empathy is the secret to McDonald’s digital transformation’s success.