Surprize Fries
Crafting a magical promotion to boost guest count and foster brand love among Aussies & Kiwi’s at Macca’s.
My Role :
App Design -
Research, UX & UI Design & Development
Description :
As the world emerges from the pandemic, McDonald's faces challenges in attracting customers back to their stores. To enhance engagement and offer budget-conscious customers the reliable feel-good moments they seek, McDonald's aims to bolster digital app interaction.
Client :
McDonalds
Australia & New Zealand
Final Designs
Designing the best game experience
Working in constant collaboration with Art Directors, Animators, 3D model artists and many more skilled professionals to help develop a game experience for the world of Macca’s.
The Surprise Fries campaign launched for a span of 4 weeks between 14th March to 10th April. The campaign attracted over 2 million users with more than 150k daily active users over the campaign cycle.
For Detailed project case study, continue to read more.
Project Duration
3 months
About the Project
Working alongside creative, strategic and business minds, I worked in a super collaborative approach to build an experience within the MyMaccas App. I involved and worked with engineers closely at every step of the way making sure every step was taken with all technical considerations.
Business Objectives
Visitation
Driving more people into Macca’s stores during promo period
Excitement
Driving more people into Macca’s stores during promo period.
Longevity
Craft a promo with lasting allure, sparking repeat engagement and anticipation for years ahead.
Project Manager, Creative artists, animators, 3D Designers, Development lead, Business lead
Team
The Goal
Create a delightful experience that adds an extra layer of "feel good" with every fry.
Develop an app experience utilizing the current technology and ticketing system from the Monopoly campaign. This app will focus on engagement, fostering a positive feedback loop by generating excitement and anticipation for the weekly prize draws.
The Research
Research insights on consumer behaviour and campaign interaction.
Drawing upon the research conducted by Fiftyfive5 during the past few years on the Monopoly Campaign, we gain valuable insights into customer behavior within the app and engagement with the campaign.
36 % of users upsize their order to get more chances to win during the promotion period.
25 % of users actively go to Macca’s to specifically participate in the game with the promotion
48 % of users participate due to the tactical element of the promotion.
What insights did we find?
67% prioritize winning free food, with 49% finding 'the peel' element most enjoyable. Additionally, nearly 42% of participants doubt the possibility of winning major prizes.
Likes & Dislikes
67% prioritize winning free food, with 49% finding 'the peel' element most enjoyable. Additionally, nearly 42% of participants doubt the possibility of winning major prizes.
Most Important feature
The Hypothesis
Using the existing research we created a hypothesis for the campaign.
Focusing on engagement metrics ensures we create the type of experience that will get customers coming back again and again, and ladder up the overall campaign goal.
The Metrics
Focusing on engagement metrics ensures we create the type of experience that will get customers coming back again and again, and ladder up the overall campaign goal.
REPEAT PLAY : Engage with Surprize Fries via the MyMacca’s app
SECOND CHANCE : Participants take up the opportunity for more chances to win
ACHIEVEMENT : Multiple purchases and in-app play to progress towards a bonus
The Design Principles
In designing for the ideal customer experience, as well as working towards our identified opportunities, there are four experience pillars on which we need to focus.
Leveraging defined campaign mechanics, with added tactics for depth and sustained engagement, to create a surprising and delightful experience that adds extra ‘feel good’ with every Fry.
Surprisingly Delightful
Consistently delivering ‘feel good’ moments throughout the experience, even in moments people might not expect.
Always Feels Rewarding
We want to feel rewarded even when we lose. The campaign must still feel rewarding regardless of the outcome.
Balancing Simplicity with Engagement
Taking the ‘peel & win’ feeling and adding additional levels of substance through additional engagement levers.
Creates Positive Feedback Loops
All interactions should be satisfying enough to encourage repeat usage and drive our positive feedback loops.
Ideation
On creating some guidelines, the next step was to start letting the brain run wild and imaginative.
I started by collating some examples, design inspirations and exploring the world of games. The process was to make sure find interactive elements within to create an engaging experience.
The App experience is divided into
Home page & the world
Game arena
Stash
scan & reveal
Weekly prize draw
User Flows & Wireframes
While the process continued, the clients were part of the journey throughout. After initial ideation the next artefact presented were the user flows.
We created user flows to take the stakeholders through the different use cases.
