McDonald’s Kiosk Ordering System

New Business Model

McDonald’s is pushing the digital restaurant experience by adding kiosks and connecting the whole digital ecosystem.

McDonald’s experience, particularly in Europe has demonstrated that Kiosks are readily adopted by customers, increase check size and drive increased satisfaction levels.

  • Around 2,700 restaurants with kiosks installed

  • Across 19 of the 37 EU Markets

  • Up to 40% of restaurant orders going through the kiosk

Challenges

  • The current kiosk is driven by technology-led interfaces instead of user experience-led design.

  • The future kiosk requires seamless, consistently intuitive, personal and contextual experiences across all digital and non-digital channels and touch points.

As the Lead UX designer for the project, my responsibilities were

  • Evaluated Current Kiosk Series

Evaluated the current kiosk by examining the user flow and documenting the strengths and weaknesses.

  • Developed for Global Markets

Enhanced customer experience and integrated global business and IT requirements through Sprint approach.

  • Defined Future Kiosk Strategy

Participated in workshops with stockholders to define future kiosk features and framework. Analyzed user testing feedback of future kiosk concepts.

  • Created Future Kiosk Experience

Led future kiosk experience and created process book of kiosk innovations.


The core kiosk team includes another UX designer, 2 visual designers, 1 tech lead, and 1 producer.

Results

  • 6% lift in sales for the first year, and 2% lift for the second year in the U.S.

  • 40% of in-store customer adoption in Australia and major European markets.

  • The successful results led to 1,000 stores kiosk installation quarterly for the next two years in the U.S.

Future Kiosk Strategy

Defining the kiosk digital future


Kiosk is the most accessible channel within the McDonald’s ecosystem as it requires no downloading, signing up, or ownership. Therefore it serves as the gateway to the Always On Relationship. The first time our customer interacts with a kiosk is likely to be driven by the need to avoid the line or simply as a new fun way to interact with McDonald’s. We need to ensure kiosk interaction is simple, expedient, and uncluttered.


[Image] Observed the customer journey of kiosk ordering and restaurant experience.


Working Backwards


At this strategic phase, we think it’s important to think experience first, release second.


The Ambition of Kiosk

  • Change perception of how the brand engages — a shift from consumer marketing to customer experience.

  • Empower our crew to be the face of McDonald’s — a shift from behind the counter to being with the customer through their journey.

  • Expand our efficiency — a shift from efficiency in the kitchen only to efficiency in the kitchen and the restaurant.

  • Power our business — Higher check size, ordering from a broader cross-section of the menu.



Field Studies

Before we came out with the strategy, we did several field studies at nearby stores and defined customer journey into five major stages:
Need, Order, Wait, Receive, and Eat.

Customer Journey


The kiosk in the customer journey begins when the customer enters the restaurant and walks by or up to our kiosk. It is cemented when the customer decides to order at our kiosk.

  • Need: The customer has varying needs that prompt a decision to consider McDonald’s. Once the decision is made, the customer has to decide how they want to order.

  • Order: The customer orders and has to take multiple decisions to complete that orderwhat should I eat, should I customize, how should I pay, do I have a deal etc.

  • Wait: The customer waits for the order to be fulfilled.

  • Receive: The customer receives their order.

  • Eat: The customer eats.

We identified three areas (Pull In, Order, and Push Out) of customer engagement on the kiosk platform as part of the customer journey and established grounding principles with business requests and market needs.

3 Years Plan

User Stories


We had a collaborative working session to align on a Kiosk working team roles/responsibilities and starting to roadmap kiosk into the next three years. Using the grounding principles we listed user stories for Ordering, Transition, Content, Overarching, and Technology. Through the working session, we prioritized the user stories based on customer experience, business requests, and market needs.

Features Roadmap


With the IT timeline in mind, the Kiosk experience would move forward as a series of 5.x releases that iterated on the existing design based on user testing.


My accomplishments of series iterations

  • v5.13: Added nutrition info and RMHC feature

  • v5.14: Improved nutrition, allergens info and RMHC

  • v5.15: Improved order basket and customization

  • v5.16: Added auto EVM, table service, orders & promotions, up-sell, loyalty program, and improved customization.

  • v6.0/1.0: Created future kiosk order system

UX Design Process

Current Kiosk Audit


The Kiosk 5 series audit analyzed the current Kiosk 5 series strengths and weaknesses from both UX and visual standpoints.

This document helped formulate the baseline for future versions of kiosk as well as highlighting key opportunities for improvements throughout the experience.


Ideation Sketches > Paper Prototypes > Final wireframes

1. The design process of Kiosk series iterations started lots of ideation sketches.

2. Then presented to market owners and IT teams for feedback multiple rounds.

3. Finally, created digital wireframes with detail annotations.

One of the most important features of the 5.x series was to enhance ordering basket and customization throughout the experience.


User Stories and Scenarios

  • As a kiosk customer, I want to be able to order a single burger and edit it before or after adding to basket.

  • As a kiosk customer, I want to be able to customize a group of identical meals before or after adding to basket.

  • As a kiosk customer, I want to be able to use an offer or a coupon when ordering.

Future Kiosk 6.0 was a reimagining of the in-store ordering kiosk slated for release in the United States, United Kingdom, and Australia to start.

For the future Kiosk, we created three different concepts for user testing around the world with the market owners.


All the concepts were captured in the design process book including

  • UI component sketches

  • Order flow sketches

  • Order flow detail wireframes

  • Order flow finalized wireframes

In order to help select a conceptual direction for the design of the kiosk experience, we tested the three concepts with potential customers in- person.


The testing feedback helped answer questions about the appropriate tone and personality of the kiosk, its structure and content organization, brand expression, and perceived ease of use.


Methodology

  • Recruitment of attendees carried out by McDonald’s with Research Partners

  • 6 Attendees per day

  • 1hr one-on-one user testing sessions

  • 4-5 days of testing, can be run in either of the three markets: US, Australia and UK