McDonald's Global App Launch
**GOAL** McDonald’s aimed to introduce a new feature that would enable customers to place their orders using a “Zero Touch Interaction” method, streamlining and speeding up the ordering process. The global launch for Android and iOS was scheduled for early January 2021.
**CHALLENGE** Allowing customers to order and pay via their mobile devices, then either be served at their table in the restaurant, collect their orders from McDrive, or pick up at the counter, represented a significant enhancement in the overall customer experience (CX). Clariter helped McDonald’s ensure the feature operated seamlessly while also crafting an impressive overall experience, making customers even more satisfied.
**HOW IT WAS DRIVEN** A global DevSecOps and CX team from Australia, the UK, and Portugal was involved. A preparatory process was initiated to ready the new feature across 180 restaurants, combining in-lab testing with crowd testing, which included physical actions and comprehensive end-to-end McDonald’s customer experience testing, all conducted during a global pandemic, overcoming challenges through effective teamwork.
**HOW IT WAS DELIVERED**
- **STRONG FOCUS**:
- Testing the full customer journey of the loyalty program.
- Immersing in specific functionalities and realizing overall intent.
- Allowing selection of restaurants within the app.
- Facilitating meal orders and customization.
- Offering various payment methods.
- **STRONG OUTPUTS**:
- Gathering user feedback on the ease of navigation, searching, ordering, paying in the app, and reaching the restaurant to enjoy their meal.
- Collecting multiple KPIs: Customer Effort Score (CEL), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), Net Promoter Score (NPS), and System Usability Scale (SUS).
**WHAT WAS PUT IN PLACE**: A community of over 300 individuals participated.
**STAGES**:
- Pilot Phase (1 restaurant, 10 testers)
- Initial Launch (10 restaurants, 65 testers)
- General Launch (180 restaurants, 300 testers)
**DELIVERABLE MODELS**:
- Results from each validation stage within 5 to 10 days.
- Reports and outcomes provided within 4 days of receiving full feedback.
- Technical issues reported every 2 days as part of the DevOps workflow.
**CLIENT’S STATEMENT**: “The outcomes of our partnership with Clariter surpassed our expectations.” — Rogério Gonçalves, IT Director, McDonald’s.