McDonald’s
Digital Transformation
From 2017-2022, I served as Creative Director leading McDonald's complete digital reinvention. When we began our partnership, McDonald's had fragmented digital offerings with inconsistent cross-platform experiences. Five years later, we had transformed their digital presence from a $1B channel to a $40B global powerhouse.
75%
Increased drive-thru usage from 57% to 75%.
40%
Drove 40% of total McDonald's sales through digital channels.
105M
Reached 105M active app users worldwide.
#1
Achieved #1 position (surpassing Starbucks) globally for food and beverage app downloads.
$40B
Grew digital sales from $1B to $40B.
60+
Expanded to 60+ markets globally.
Role
As Creative Director, I provided strategic vision, design leadership, and technical guidance, while managing global collaborations and crisis response during the pandemic, ultimately reshaping McDonald's entire digital ecosystem.
Task
As Creative Director, I was tasked with leading the Experience Design teams at Huge in transforming McDonald's digital presence into a cohesive, revenue-generating ecosystem.
Action
Over five years, I directed the creation of McDonald's first global website platform and digital style guide, implemented a "Path to Frictionless" strategy, redesigned the mobile app, expanded delivery integration, and launched the MyMcDonald's Rewards program.
Result
The transformation drove digital sales from $1B to $40B, established the world's fastest-growing food service loyalty program, and created a unified experience across 60+ global markets with 105M active app users worldwide.
Digital Transformation Case Study, Huge 2024.
Our Approach
Innovate
Advocate
Influence
Transform
Customer Touchpoints
With McDonald's digital ecosystem, we designed consistent experiences across multiple customer touchpoints, focusing on the app, web, kiosk, voice ordering, restaurant technology, and McDelivery—all centered around the customer and optimized for the MyMcDonald’s experience. These interconnected channels formed a comprehensive Global Digital Platform that delivered deals, rewards and menu information while enabling seamless ordering across various customer entry points.
Delivering on McDonald’s Brand Promise
We designed every digital touchpoint to deliver on our brand promise—making delicious feel-good moments effortlessly accessible while infusing the McDonald's experience with the same warmth and satisfaction you get from biting into your favorite menu item.
Our Experience Design Principles
Our digital experience design was anchored in three core principles that embodied everything McDonald's stands for: Universally simple interfaces that anyone could navigate without friction; Uplifting moments that transformed routine transactions into delightful interactions; and experiences that felt Uniquely McDonald's—instantly recognizable and infused with the brand's distinctive personality. These principles guided every decision, ensuring our digital touchpoints delivered the same warmth, accessibility, and satisfaction as walking into a McDonald's restaurant.
Reimagining McDonald's: A Digital Experience Revolution
Creating a cohesive digital ecosystem for one of the world's most recognized brands required both strategic vision and meticulous execution. Our work transformed the McDonald's digital experience across app, web, kiosk, voice, and in-restaurant platforms—all while maintaining the warmth and simplicity that makes McDonald's beloved worldwide. By designing with our core principles of universal simplicity, uplifting moments, and uniquely McDonald's experiences, we developed solutions that felt intuitive yet innovative, familiar yet fresh. From frictionless ordering flows to the world's fastest-growing loyalty program, each touchpoint contributed to a unified experience that delighted customers and drove remarkable business growth. This comprehensive digital transformation didn't just modernize a legacy brand—it reinvented how millions of people worldwide experience McDonald's every day.
McDonald’s Case Studies
(2017 — 2022)
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Mobile App Transformation
Reimagining mobile ordering through frictionless digital experiences.
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MyMcDonald's Rewards
Building customer loyalty at unprecedented global scale.
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Global Design System
Unifying McDonald's global digital presence through systematic design.