McDonald's Canada – "Crush The Rush" Mobile Game
Gamifying Recruitment to Attract a New Generation of Crew Members.
Role
Lead Designer – Oversaw end-to-end design process from concept to launch.
Overview
In response to McDonald's Canada's initiative to boost crew applications for Summer 2022, I collaborated with Yahoo Creative Studio to design and develop the "Crush The Rush" mobile game. This interactive experience was crafted to resonate with potential applicants by simulating the fast-paced environment of McDonald's restaurants.
Key Contributions
User Flow & Wireframe Design: Mapped out intuitive user journeys and structured wireframes to ensure seamless gameplay.
Game Logistics: Defined game mechanics and logistics to authentically represent the McDonald's crew experience.
User Experience (UX) & User Interface (UI) Design: Designed engaging interfaces prioritizing user engagement and accessibility.
Visual & Logo Design: Developed compelling visual assets and the game's logo to align with McDonald's branding.
Social Asset Creation: Produced promotional materials for social platforms to drive game awareness and participation.
User & QA Testing: Conducted thorough testing to ensure a bug-free and enjoyable user experience.
Results
The "Crush The Rush" game achieved remarkable success:
Over 150,000 unique site visits within the first month.
More than 1.5 million in-game orders processed, reflecting high user engagement.
Note: A Detailed case study is available upon request.