Japan is a unique country with unique user needs. For example, name forms require 4 fields instead of two to disambiguate Kanji names and their correct pronunciation. For a product to be successful in Japan, it needs to be localized for the needs of Japanese people. Due to these unique localization requirements however, often times innovations in UX or trends in UI will reach Japan a little more slowly compared to other countries.
From left to right: One app for information and coupons, one for ordering for in-store takeout, and one for delivery. I found this to be very interesting as it appears that the apps operate independently from one another.
Finding official published customer data from McDonalds is quite difficult. Although the company shares sales information on their official site I couldn't find any official data on customer demographics. I did however, find some independent studies.
"I use the McDonalds app for coupons. It's really convenient. I hate remembering passwords on apps". -Male mid 30's
"I get coupons from the app occasionally. I don't like how pages open up in the browser". -Male early 30's
"I use the normal McDonalds app, there's another app too? What's the difference"? -Male early 30's
"When I want to eat McDonalds, I just ordered it from UberEATS. The McDelivery app has a minimum order" -Female early 20's
I conducted three very casual unstructured interviews. All 3 subjects were unaware of the existence of the McDonalds delivery app but expressed positive opinions about the McDonalds coupon app.
With this information, I created a provisional user persona
I compared DoorDash, GrubHub, Dominoes JP, and Burger King JP user flows
Next I compared the flow of the McDonalds delivery app to the McDonalds coupon app
Finally, I took the best parts of all the user flows to create my own flow for the redesign
I compared the McDonalds delivery app task flow to my proposed task flow based on successful competitors
I created a set of wireframes based on my user and task flows
McDonalds official brand guidelines
I applied the style guide to create hi-fi mockups of all screens
Researching and interviewing in Japanese, as well as working with Japanese language is challenging. One must understand the nuances between languages to offer a good User Experience.