McNuged: How McD Uses UX To Get What They Want

You browse through the menu, consider all your options, and feel free to add that extra McDosa because there’s no one silently judging you from the other side of the counter.

Time is Money

One of the golden rules of retail is that the longer customers wait, the more likely they are to leave. According to studies, 70% of customers abandon their purchase if they have to wait in line behind more than seven people. McDonald’s tackles this issue head-on by allowing multiple ordering points within a single restaurant. Even during peak hours, these terminals help disperse crowds, reducing the chances of customers walking out. More customers staying = More orders = More profit.

Suggest much?

When you first approach this terminal, what do you see? Chances are, it’s not the cheapest item on the menu. Instead, the screen is filled with the most premium, high-margin items — the Maharaja Macs, the McSpicy burgers, the combo meals. This is no accident.

By presenting the most expensive items first, McDonald’s sets a reference value in your mind. From that point onward, every other item on the menu is compared to this initial benchmark. You can now justify adding just a little more to your order — after all, when compared to the Maharaja Mac, what’s a few extra rupees for a side of fries or an upgraded drink size?

The Art of Nudging

The design of this interface itself is a masterclass in subtle persuasion. Larger, more visually appealing items take up the prime real estate on the screen, drawing your attention immediately. These aren’t just any items — they’re the ones McDonald’s makes the most profit from.

Think of it like a supermarket shelf, where the most profitable products are placed at eye level. If you want something cheaper or simpler, you’ll often have to scroll down or navigate through less attractive options, making it more likely that you’ll stick with the top choices. This is a classic example of “nudging,” a concept in behavioral economics where the way choices are presented influences the decision-making process.

Bundling — Illusions of Value

Ever been tempted by a Happy Meal, even though you weren’t particularly hungry for the extra items included? McDonald’s often promotes bundled meals — combos that might include a burger, fries, and a drink for what seems like a discounted price.

This bundling creates an illusion of value. You might not need all the items in the combo, but the perceived deal is hard to resist. This is what drives us to buy larger packs of products just because they’re cheaper per unit, even if we don’t need that much.

Cross-Selling

Once you’re ready to check out, the terminals present you with additional recommendations — those little extras that might complement your meal perfectly. Whether it’s a dessert or an extra sauce, these add-ons are strategically offered at the very last moment.

By this point, you’re already committed to your order, and adding just one more item seems like a small decision. But these small decisions add up, both in terms of calories and cost.

Topmate | Urban Compaby | Swiggy Instamart — Notice the similarities?

The Total (Hidden in Plain Sight)

Have you ever noticed that the total amount of your order is displayed in a tiny font at the bottom of the screen? This isn’t a design oversight; it’s a calculated move. By minimizing the prominence of the total cost, the SOTs encourage you to focus on what you’re getting rather than what you’re spending. When you don’t have a clear visual of your total, you’re less likely to rethink or remove items from your order.

No Cash? No Problem.

Paying by card or digital wallet might be convenient, but it also comes with a psychological cost — or rather, a lack of it. Studies show that paying with cash activates the same parts of your brain associated with pain, whereas digital payments don’t have the same effect.

When you pay digitally, you’re more likely to make impulse purchases because the “pain” of parting with your money feels less immediate and tangible. McDonald’s SOTs, of course, make digital transactions seamless, further encouraging you to spend more.

Accessibility

While the SOTs are designed to maximize profits, they also excel in accessibility. The terminals are wheelchair-friendly, making them more inclusive and comfortable for all customers. This broad appeal not only opens up McDonald’s to a wider audience but also ensures that everyone, regardless of physical ability, can engage with the brand effortlessly.

Continuous Optimization

Behind the scenes, every interaction you have with a Self-Order Terminal is likely being tracked and analyzed. This data helps them continuously optimize interfaces, test different layouts, button placements and item suggestions to see what works best.

This iterative process, known as A/B testing, ensures that the SOTs are always improving in their ability to get customers to spend more.

What Can You Learn from McDonald’s SOTs?

The key lies in understanding the psychological principles at play and how they’re integrated into the user experience. Here are a few lessons to consider for your own UX designs:

1. Create a Comfortable Environment: Reduce social pressures and give users the time and space they need to make decisions. This can lead to higher engagement and more conversions.

2. Use Bundling to Create Value: Offer bundled deals that seem like a bargain, even if they include items the user might not have initially wanted.

3. Nudge, Don’t Push: Subtle design cues can be more effective than overt prompts when it comes to guiding user behavior. By strategically placing elements like buttons, images, and text, you can nudge users toward actions that benefit both them and your business. Whether it’s through visual hierarchy or selective prompts, gentle nudging can lead to better outcomes without making the user feel manipulated.

4. Optimize Continuously: You should always be testing and iterating on your designs. Use data and user feedback to A/B test different versions of your interface, refining it over time to maximize user satisfaction and business goals. What works today might not work tomorrow, so a mindset of continuous improvement is key.

5. Ensure Accessibility: Make your design accessible to everyone. Not only is this an ethical imperative, but it also broadens your potential user base. Accessibility can often be the difference between a user choosing your service over a competitor’s, particularly in environments where inclusivity is a priority.

6. Engage with Pleasant Experiences: Incorporate elements that make the user experience enjoyable. Just as McDonald’s uses animations to reward customers, consider how your design can offer small rewards or positive feedback to create a delightful experience. This can foster positive associations with your brand and encourage repeat interactions.

The Final Bite

I feel that understanding the psychological triggers that influence user behavior is crucial. Next time you’re designing a product, ask yourself: How can I make my users feel comfortable? How can I subtly guide them toward decisions that are beneficial for both them and my business? How can I create an experience that’s not just functional but also enjoyable and rewarding?

By incorporating these lessons into your own designs, you can create experiences that are not only efficient but also compelling and profitable.

So, the next time you walk up to a McD kiosk, take a moment to appreciate the intricate dance of UX and psychology at play. And perhaps, think twice before adding that extra side of fries. Or don’t — it’s all part of the experience!