MyMcDonald's Rewards
Overview
In collaboration with other channels (Email, McDonalds.com, App, Kiosk and paid media) our team has built a substantial digital footprint, while also acquiring millions of new app customers. Outcomes: - 33 million CRM contactable customers - 758,000+ New Digital Customers - 100K+ linked payment transactions New Product Features: - Ready-On-Arrival order pickup - McDelivery integration into the app - Post-Purchase trigger loyalty integration
Deliverables
Experience Strategy
Experience Flows + Approach
Creative Direction + Design
User Testing
McDonald’s loyalty was reimagined as a seamless, app-driven experience with cohesive, accessible interactions across the digital platform. Guided by a global design system, scalable UI patterns were implemented, and close collaboration with UX, content, and engineering teams delivered a platform that deepened engagement, enhanced convenience, and set a new standard for digital loyalty.
Challenges
McDonald’s needed to strengthen loyalty in an increasingly digital landscape. The challenge was to create a unified, app-based experience that rewarded repeat visits while deepening customer connection through thoughtful design and simplicity. While others in the space had already established a loyalty program, McDonald's needed a successful launch to bring customers back.
Insight
McDonald’s opportunity wasn’t just building a program — it was creating a new habit for millions of customers. And the future of their loyalty should be about experience + value, not just discounts.
Strategic Idea/Build
Transform McDonald’s guests into digital-first customers by making earning and redeeming rewards effortless, intuitive, and integrated across every ordering moment.
Design Impact
We brought the strategy to life by designing a seamless, app-first loyalty experience that rewards every visit and feels natural within daily routines. Through intuitive earning and redemption flows, personalized offers, and a clear value story, we turned everyday ordering into a meaningful, rewarding habit.
Solution
The solve was a strategic, cross channel effort that was centered around a frictionless app experience. The program let customers earn points with every order and redeem them for free favorites or exclusive offers. A seamless digital journey that deepened engagement and strengthened every customer connection.
Results
McDonald’s Rewards turned everyday visits into digital engagement moments — increasing app engagement by 30%, doubling repeat visit frequency, and creating deeper connections through personalized, effortless rewards.
