McDonald’s
For over two years, I was the sole copywriter for McDonald’s global digital products, including McDonald’s mobile ordering experience and McDonald’s Rewards.
2024 Fast Company Innovation of Design Honoree
The McDonald’s ordering experience was awarded Honoree of the Fast Company's 2024 Innovation by Design Awards in the retail category.
McDonald’s mobile ordering
The McDonald's app provides a fast, frictionless way to order. But the entire experience — from ordering to pick up — is disjointed and complex. Using input from dozens of stakeholder interviews and customer research, we developed holistic solutions to simplify and enhance the digital ordering experience so it feels uniquely McDonald's.
In addition to updated UI within the mobile app and kiosk, we also considered additional touch points outside of digital, such as in-store signage, outdoor signage, placemats, menu boards, and more.
McDonald’s Rewards
In order to compete with other fast food restaurants and build brand loyalty, McDonald's wanted to create their first-ever loyalty program. We concepted and designed the entire experience, including the loyalty interface, educational components, and lifecycle messaging. I oversaw messaging for the entire project and collaborated closely with UX designers and art directors on both the kiosk and the app to ensure the content was consistent throughout.
Results
Most downloaded Food and Beverage app on the planet
127M downloads globally, since 2022
40% increase of sales attributed to digital alone, in 2023 (Q1)
50M daily active users on the app