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.
As Creative Director, I provided strategic vision, design leadership, and product guidance while managing global market and vendor collaborations, and crisis response during the pandemic. I was tasked with leading the Experience Design teams at Huge in transforming McDonald's digital presence into a cohesive, revenue-generating ecosystem. Over five years, I directed teams in the creation of McDonald's first global website platform and digital style guide, implemented our "Path to Frictionless" strategy, oversaw the mobile app redesign, expanded vendor delivery integration, and launched the MyMcDonald's Rewards program.
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.
Digital Transformation Case Study, Huge 2024.
Approach
Innovate
Advocate
Influence
Transform
Customer Touchpoints
I directed my teams in designing 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
Under my direction, the Experience Design teams designed every digital touchpoint to deliver on McDonald's 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
I developed three core principles to direct my designers in creating digital experiences 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 the 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. My leadership 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 core principles of universal simplicity, uplifting moments, and uniquely McDonald's experiences, my teams 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.
View More Case Studies
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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.