McDonald’s Kiosk
CHALLENGE
McDonald’s (a “HUGE” agency client) needed UX enhancements for the upsell and cross-sell Kiosk experience.
SOLUTION
I designed and built six prototypes for user testing, and updated design system components (Figma).
RESULTS
Qualitative user testing results that provided actionable insights used towards Kiosk enhancements.
What we know…
McDonald's customers are very price-oriented, price based promotions are very persuasive. That 85% of first items added are meals. They asked us to leave flexibility to recommend at the ingredient, side, and item level. They also want recommendations to stay on-screen for as long as possible.Currently showing/testing 3 suggested items, 6 would be ideal.
TOOL KIT
Figma and Sketch
SKILLS & EXPERTISE
Research/Testing
UX / UI
Prototyping
CURRENT STATE and OPPORTUNITIES
DISCOVERY
Before moving into design, I reviewed customer stories and the existing flows identifying key moments for potential touch points for cross-sell and upsell opportunities. These moments occurred on the home screen, PDPs, and other moments all the way to the order confirmation.
Existing Conditions
If logged in, and has previously purchased items, the customer is only shown to reorder the same items.
Opportunities
Leverage Dynamic Yield AI technology to build on recent orders, deals, promotions, rewards and favorites.
Better connect the points and rewards system.
SOLUTIONS FOR TESTING
“Smart customization”
After design and feedback reviews we arrived at a final UI and user flows to be tested. Our primary design enhancements leveraged Dynamic Yield technology inside of a sliding card overlay (bottom of the screen) to appear at certain moments during the customer experience. The card module could easily be populated with different items based on the Dynamic Yield conditions being met.
Testing & Interview Results (qualitative)
Even non-Kiosk users were able to progress through the flow easily due to patterns they recognized and understood (e.g., yellow primary CTAs). The Kiosk seemed to be all about efficiency, avoiding a line, and getting food faster.
Most don't mind the up/cross sell, though pop ups are a little more annoying than options that you can ignore.
From a usability perspective, all of the options for up and cross sell were understood, both from the perspective of not getting items offered and getting items.
The selection step was clear, and it was preferred to not have to go through a confirmation step (a la preference for the cross/and up sell that you can just ignore, but it was overall fine. Users like updates to the pictures to reflect new options.
For a few users, there was a desire to move to a Quick Add PDP or quickly add the item to your bag rather than having to go through more steps. Using the kiosk is all about efficiency and some of the cross and upsells seemed to not be super efficient.
Users wanted the items suggested for U/C Sell to be related items. And if there were no related items to not show anything at all. They preferred the Burger/meal upsell over the coffee one because it was on the page and you didn't have to acknowledge it to move on. Felt less intrusive.
On the cross sell drawer after coffee selection, most felt they should be able to select more than one item. If it didn't, they would know how to go select it on their own, but felt that it should allow them to do so.
Overall preference for customization, though a few didn't want to have to log in to the kiosk and would have preferred to just order on GMA. For a few, suggestions based on weather were not welcome (too invasive, crossing a line), though suggestions based on data/correlations that were more general seemed to be fine. Some people acknowledged that they were kinda weird and always went against the grain, to which customization would benefit them.
A few said they wouldn't ever utilize the US or CS modules, but their presence wasn't bothersome. Most said that it's kind of standard these days in some sort of checkout or purchase experience, whether digital or physical, so it wasn't out of the ordinary. Most were agreeable.
Beverage upsell was not understood in the meal loop. Users could barely see the options and most didn't even notice the module at all. The text was too small to read. No feedback about the size. A few users thought its placement was awkward in between the other options and would have preferred it not to interrupt the beverage options. Most overlooked the 'Thirsty for more?' header and barely noticed the grey background. Test effects here possible, because they could not read the tiles.
A few confused the meal upsell to be customizations on that item rather than different products. Though it made sense that they were different products, the feedback was that it should be related items and not things crossing protein categories, for instance. May have been text effects as they could barely read.
The coffee upsell didn't always make sense to users - they preferred there to be some sort of logic - like if you were browsing, upsell could be an option, but if adding directly from product tile (on home screen), don't add suggestions.