Levelling up the mobile experience and setting up a scalable component library for the UK’s most successful prize program.
McDonald’s and TMS (The Marketing Store) introduced Double Peel in 2022 and this year they repeated the offer. TMS developed the McDonald’s Monopoly Double Peel campaign strategy, game mechanic, visual identity, packaging, digital gameplay and language, including the campaign strapline ‘PEEL on pack, then PEEL in app’. I worked collaboratively with the UX Designer, the Marketing Department and the external CRM Agency. The aim was to create and build a wider-reaching, longer-term, more immersive brand and digital experience so that consumers could continue playing and winning beyond the physical peel.
My plan to upgrade the existing application was firstly, to migrate last year’s files from Sketch to Figma, as well as organise all pages and create a component library. And secondly, to improve the user interface.
I guided the shift from a fragmented design language to a consistent, coherent, global expression of the McDonald’s and the Monopoly brands. This shift was enabled by setting up a scalable Design System.
Based on my previous experience and skillset, I was involved in the UX process from the very beginning, helping the UX Designer to shape the information architecture, user journeys and wireframes.
We wanted the app to be as inclusive as possible and a game that was easy to use from an accessibility standpoint.
Project Tags
Companies
The Marketing Store
- Marketing & PR
McDonald's
- Non Creative Industries