Work In Progress
Burger King (BK) have been using technology to change the way they serve and communicate with their guests. They would like to extend this by developing an idea that uses delivery as part of the BK app to delight and surprise 18-24 year old BK guests.See the full brief
A mobile digital experience for BK Delivery that provides users with favoured features from existing food delivery apps. A refreshed design for the main part of the app which allows users to order food, track and communicate with their driver. The experience also includes a AR game entitled ‘Need for King’ which offers players free BK rewards that can be obtained alone or with friends.View the prototype
A user experience hierarchy of needs has been made to establish all the requirements of the app from basic to high-level needs. In addition to this, experience attributes have been labelled to outline the different tones and factors that make up the overall experience.
Primary and Secondary Personas
Primary and secondary personas were constructed to represent users that would use the app.
Burger King Delivery
Following the Burger King brand guidelines and building on the user flow of the existing app, a new app design was created for a more clearer and modern aesthetic. The new app design allows users to order food directly from the app rather than being redirected to the website, providing a more cohesive experience.
Need for King - AR Game (Work In Progress)
Need for King is a new AR game designed to be short and feel lightweight for players to play whilst waiting for their food to arrive. A spin on the popular game franchise ‘Need for King’, this game sees players protect their driver from chasing enemies using an arsenal of BK related weaponry. The game would feature a 3D mapped city of the users local area where they can see their actual driver (in real-life) coming towards them, which is the driver they need to protect within the game.
The driver in the game would be represented by BK’s mascot and the enemies would be represented by clowns, a direct reference to their main competitor, McDonalds. Killing enemies can sometimes trigger funny captions to appear on the screen that will be known to the target age group, these may be phrases or ‘memes’ that have become popular over social media. Rewards such as free items of food can be won for successfully defending the driver, from levelling up or from a random rare drop from enemies.
To enhance the experience as much as possible, the inclusion of social elements are critical. The game would include a leaderboard and would have an option to share your score on social media. Players can also invite a friend into their game online. This feature would allow the friend to level up despite not ordering any food giving an incentive to play. It could even tempt someone to order after playing as they would be on the app.