Burger King Delivery

Work In Progress

Augmented reality game experience

  • Client
  • Category
  • Tools
  • Year
  • Burger King Live Brief (University Project)
  • UI/UX Design, Mobile, 3D
  • Figma, Cinema 4D, After Effects
  • 2020
  • Client
  • Burger King Live Brief (University Project)
  • Category
  • UI/UX Design, Mobile, 3D
  • Tools
  • Figma, Cinema 4D, After Effects
  • Year
  • 2020

Brief

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.

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Outcome

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.

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Research

I researched the BK brand to understand how they market themselves and the tone they use when communicating with their market. Past campaigns have shown that BK is a brand with edge, is bold and a confident challenger amongst its competitors. The experience, like the brand, should be made up of unconventional thinking and humorous ideas that will appeal to the main target group.

The existing BK app has an experience that seems disconnected as it directs users to the BK website in the browser when they tap the ‘Delivery’ button. The visual design also seems somewhat uninspired.

I created a questionnaire that was answered by the target demographic to discover their needs and preferences. I presented ideas to the respondents which showed that adding a new experience for users whilst they wait for their food to arrive was a popular idea.

Burger King - Existing Mobile App (March 2020)

Existing Burger King app (March 2020)

Experience Diagrams

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.

Burger King - Attributes Burger King - Hierarchy

Primary and Secondary Personas

Primary and secondary personas were constructed to represent users that would use the app.

Burger King - Primary Persona Burger King - Secondary Persona

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.

Burger King - Wireframes Burger King - App Design

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.

Need for King - Branding Need for King - Wireframes Need for King - App Design

Design not finalised

Next Project

Apple Music

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