Mc Donalds

My helpful screenshot

The McDonald’s Monopoly Game App climbed to #1 on the app store within 24 hours. During the campaign, 3.4 million active users scanned 55 million tickets and redeemed over 4 million prizes. The promotion doubled McDonald’s Australia’s database size, with players stayed engaged with an average dwell time of 7 minutes per visit.

Monopoly is McDonald's flagship promotion, players unlock rewards by scanning tokens or playing games to win prizes.

Challenge

I joined VML on a short-term contract as a product designer. My challenge was to keep people playing while driving prize redemption. So the mobile app had to be intuitive, easy-to-use, and fun to play.

Approach

I started with paper sketches to get the gameplay and prize mechanics right, making sure all gameplay was compliant with 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.

Having previously led delivery teams at Westpac Bank, I knew the importance of effective stakeholder coordination. I mapped every detail into user journeys, including animations, interactions, server calls, and game logic. These maps were a clear blueprint for the client, designers, developers, and animation studio. This collaboration was foundational to the project's success.

Awards

  • 2017 MMA Mobile Effectiveness (Gold x2)
  • 2017 AMY Awards (Best Smartphone or Tablet Application)
  • 2017 Webby Honoree (Integrated Mobile Experience)

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Final app visualdesign
Early sketches and paper prototypes
Wireframes
<figure class="w-richtext-align-center w-richtext-figure-type-image"><div><img src="https://cdn.prod.website-files.com/5cb03564df9044843005987e/66612596bbbb1e89713c4538_flows--1.webp" loading="lazy" alt=""></div><figcaption>All available user flows </figcaption></figure>
<figure class="w-richtext-align-center w-richtext-figure-type-image"><div><img src="https://cdn.prod.website-files.com/5cb03564df9044843005987e/666125a3e051bb809905f900_flow--2.webp" loading="lazy" alt=""></div><figcaption>Specific user journey in context</figcaption></figure></div></div></section>