The McDonald’s Monopoly Game App climbed to #1 on the app store in 24 hours. During the campaign, 3.4 million active users who scanned 55 million tickets and redeemed over 4 million prizes. Players stayed engaged, with an average dwell time of 7 minutes per visit. The promotion also doubled McDonald’s Australia's database size.
I joined VML on a short-term contract as the UX designer for the McDonald's Monopoly app. Monopoly was McDonald's flagship promotion. Players could unlock rewards by scanning tokens or playing games to win prizes.
My challenge was to keep people playing while driving prize redemption.
I started with paper sketches to get the gameplay and prize mechanics right. I spent time making sure all gameplay adhered to Australia’s strict online gaming rules. To keep the app fun I focused on the transitions between each stage of the user experience. From here I ironed out usability issues and moved to high fidelity wireframes.
The next step was to map every detail into user journeys, including animations, interactions, server calls, and game logic. These maps were a clear blueprint for the iOS, Android, and Unity developers. From here Andrew, the UI designer, took my work and created the fun and engaging final design.
I was challenged to keep people playing while driving prize redemption. The average dwell time increased from the previous year to 7 minutes per visit across 3.4 million users.
- 2017 MMA Mobile Effectiveness (Gold x2)
- 2017 AMY Awards (Best Smartphone or Tablet Application)
- 2017 Webby Honoree (Integrated Mobile Experience)