Reimagined a QSR digital ecosystem to increase engagement and deepen emotional connection
Unlocking $3–5B in additional top-line sales and doubling app-driven revenue potential
The Challenge
As digital ordering became ubiquitous across QSRs, McDonald’s had grown its app user base, but the experience remained fragmented. The mobile app served largely as a coupon utility. Loyalty was transactional. Touchpoints from kiosk to drive-thru to delivery operated in silos.
To drive sustainable growth, McDonald’s needed to evolve from a “coupon app” into a fully integrated, personalized engagement ecosystem that could:
Increase lifetime value (LTV)
Build emotional affinity with the brand
Deliver seamless experiences across all customer touchpoints
The Approach
As co-lead for product and design, I guided a cross-functional BCG and BCG X team including product managers, experience designers, engineers, data scientists, and behavioral strategists — in close collaboration with McDonald’s global leadership.
Research & Strategy
Ethnographic & Concept Testing: Led 14 moderated interviews and 53 unmoderated user tests to identify frictions and reactions to early concepts.
Journey Mapping & JTBD: Mapped pain points across app, kiosk, delivery, and loyalty flows — reframing the app as a lifestyle hub, not just a transaction tool.
Business Alignment: Translated behavioral insights into four opportunity areas aligned to business goals (LTV, operational efficiency, data monetization).
Experience Design & Concept Development
Generated 80+ ideas, prioritized 16 for concept refinement and testing.
Created 20+ vision mockups and a narrative prototype video, framing the user journey from discovery to loyalty to repeat delight.
Designed key features such as:
One-click ordering and smart recommendations
Real-time order tracking and express payment
Gamified loyalty (e.g., digital collectibles, challenges, yearly memory wrap-ups)
Integrated experiences across app, kiosk, delivery, and emerging channels like CarPlay and social commerce
Stakeholder & Product Leadership
Bridged stakeholders across marketing, ops, tech, and customer experience.
Led experience strategy workshops and translated product concepts into a roadmap supporting phased delivery and technical feasibility.
The Outcome
The new McDonald’s digital ecosystem was launched as a future-state blueprint and clickable prototype. It was embraced as the foundation for the brand’s digital evolution globally.
$3–5B projected incremental sales via increased loyalty and frequency
2× growth in digital and app sales expected
Seamless CX across physical and digital touchpoints (kiosk, drive-thru, app, delivery)
Redefined loyalty as a “fan experience” — moving beyond discounts to emotional and gamified engagement
Positioned McDonald’s to monetize data, increase personalization, and support sustainable digital growth
Client: McDonald’s Global
Industry: Quick Service Restaurant / Retail / Consumer
My Role: Co-Program Manager & Principal Experience Designer