CosMc's Brand
Overview
The CosMc’s brand launched with major fanfare, drawing long lines at its original concept location in Illinois. The goal was to extend the reach of the McDonald’s brand into new beverage-led offerings and occasions where customers expect a broad menu and extensive customization. Role: - Digital Creative Direction - Brand Strategy - Experience Design - Interaction Design
Deliverables
Design System
App Experience Design
Kiosk Experience Design
Drive-Thru Menu Board Design
At CosMc’s, data guided every design decision across .com, drive-thru menu boards, and kiosk screens, creating cohesive, user-centered experiences. A design system was established to provide scalable, consistent solutions, while insights shaped which products expanded into the core McDonald’s menu. This demonstrated a strategic, cross-functional approach to enterprise-level design.
Challenges
The challenge was to differentiate in a competitive space for unique beverage-led concept locations. Fans were already familiar with the base McD brand, but how could CosMc's retain the cultural appeal and nostalgia, while also offering intriguing products?
Insight
The key insight here was actually the lack of valuable insights into customer behavior, preferences, and trends. We needed to build a unified platform that transformed data into real-time intelligence, empowering CosMc’s to make informed decisions and drive business growth.
Strategic Idea/Build
We set out to design a holistic experience that put drink customizations front and center. By integrating across all digital touchpoints and leveraging a scalable design system that unified UI patterns, ensured consistency, and enabled rapid iteration, we delivered a cohesive, user-centered experience.
Design Impact
We helped craft a seamless digital experience across web, mobile, kiosk and drive-thru menu boards with speed, convenience, and innovation.
Solution
The data and analytics dashboard we created helped to inform the design for the drive-thru menu boards, app and website.
Results
The pilot helped uncover customers’ unique purchase patterns and preferences. Although the CosMc’s brand was sunset, learnings from the pilot stores proved invaluable in shaping beverage offerings added to the core McDonald’s menu.
