McDonald's Monopoly 2023 —
Levelling up the mobile experience and setting up a scalable component library for the UK’s most successful prize program.
In 2022, McDonald’s and The Marketing Store (tms) introduced the Double Peel Monopoly game, allowing users to engage twice—first with physical packaging and then digitally in the app. This year, the campaign continued, with TMS driving the Double Peel campaign strategy, game mechanics, visual identity, packaging, digital gameplay, and language, highlighted by the campaign strapline: “Peel on pack, then peel in app.”
Collaborating closely with the UX Designer, Marketing Department, and the CRM agency, I aimed to create an immersive, brand-driven experience that extended beyond the initial peel. Our goal was to deepen engagement, allowing consumers to keep playing, winning, and connecting with the brand through a sustained digital journey.
McDonald’s Monopoly Double Peel campaign poster designed by tms
McDonald's Brand Guidelines served as a foundational reference in designing the Double Peel campaign
A structured approach to design and usability
To enhance the existing application, my first step was to migrate last year’s files from Sketch to Figma, organising all pages and establishing a comprehensive component library. The second phase focused on improving the user interface.
While I couldn't access specific data from the previous year's campaign, my plan for enhancing the user interface was grounded in user-centered design principles. I aimed to simplify navigation, ensure visual consistency through the new component library, incorporate accessibility considerations, and prepare for iterative testing and feedback to refine the designs.
I guided the transition from a fragmented design language to a consistent and coherent expression of the McDonald’s and Monopoly brands. This transformation was achieved by defining foundational elements and creating a scalable component library, complete with documentation to support future design efforts.
Foundational color palette for the McDonald's Monopoly app, essential to the brand's identity and user experience
Components for the McDonald's Monopoly component library
Components for the McDonald's Monopoly component library
Design patterns included in the McDonald's Monopoly component library
Screens showcasing the evolving visual identity of the McDonald's Monopoly app
Involvement in the UX Process
Drawing from my previous experience and skill set, I was actively involved in the UX process from the beginning. I collaborated closely with the UX Designer to shape the information architecture, develop user journeys, and create wireframes.
My role included translating these foundational elements into a cohesive user interface, ensuring that the design aligned with user needs and brand objectives.
Information architecture I developed for the McDonald's Monopoly app, outlining the app's structure and navigation
Wireframes for the 'My Wallet' section created in collaboration with the UX Designer
UI Design for the 'My Wallet' section
Wireframe containing the user journeys for one of the app features
UI Design for that specific feature
UI Design and page organisation for the McDonald's Monopoly app in Figma
“McDonalds Monopoly returns for its 17th year on the trot, and the only people more excited than us are our customers. We have doubled down on our successful ‘Double Peel’ innovation that extends the game into digital spaces.”
John McClure
— Brand Manager at McDonald’s UK
How I contributed:
Visual Design
Identity development
Visual identity
UX Design
Sitemap
Wireframes
User flows and navigation
UI Design
Optimised color palette
Optimised typographic scale
Component library
Design handoff
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