Burger King

iPhone & Android Mobile App. Released Aug 2018

In-Store Coupons

Dynamic Menu

The Challenge

Develop a mobile app for customers to order menu items and customize sandwiches by adding or removing ingredients. Allow customers to search and pick up orders at their local Burger King restaurant. Offer unique coupons and rewards that have localization features.

Identify The Pain Points

Multiple customer journey maps of different personas were created to help empathize with users and identify pain points in the ordering experience. User personas were heavily influenced by the Burger King Facebook page which consists of over 8 million subscribers. User interviews have also been conducted to gain a deeper insight into their ordering journey.

The journey map told us the story of how users might prefer to customize their meals. We were able to identify points of friction when a user got confused or became indecisive during the ordering process. The mapping exercise illuminates the path for our design solutions.

Iterative Design

The journey maps helped us generate ideas for the meal customization design and flow experience. Rapid prototyping sketches allowed us to visualize and eliminate ideas early in the design process. Our favorite design iterations were then created into high fidelity prototypes and A/B tests for users to provide validation and feedback. The iteration cycle repeated itself until they met our metrics of success.

Design concept metrics:

  • Easy to learn: The user can quickly go from not knowing the system to getting some work done with it.
  • Efficient to use: Once the user has learned the system, a high level of productivity is possible.
  • Easy to remember: The infrequent user is able to return to using the system without having to learn everything all over.
  • Few errors: Users do not make many errors during the use of the system, or if they do make errors they can easily recover from them.
  • Pleasant to use: Users are subjectively satisfied by using the system; they like it.


Annotations have been removed from wireframes for example purposes. 

Solution: One-page customization

Customization options are displayed in a one-page scroll so users can quickly navigate between different meal ingredients. Customization is faster when items are not separated in different pages as the user makes progress. Usability studies have shown that users consistently switched between different ingredients from indecisiveness and curiosity.

Modifying ingredients is intuitive and easily-tappable with large attractive images. The price updates within the primary “Add To Order” button so the user is aware of the changes made from the customization.


Sandwich Ingredients