McDONALD'S MONOPOLY
McDonald's Monopoly was a nationwide consumer engagement game reaching 1.2M+ participants, but translating complex game mechanics into an intuitive player experience was critical to success. New players needed to quickly understand how to play, track their progress, and stay engaged across multiple touchpoints, while the interface had to balance brand consistency with gameplay clarity to drive adoption at scale.
Role: Lead UX Designer
Challenge: Design intuitive gameplay flows and visual hierarchy for a nationwide consumer game that guides 1.2M+ first-time players through complex game mechanics without friction.
Year: 2018
The challenge was designing an experience where casual players could instantly grasp game rules, understand their progress, and feel motivated to continue playing without friction or confusion. Players needed clear visual hierarchy, intuitive interactions, and immediate feedback about game state and next actions.
Situation:
Design the complete UX for a nationwide consumer game that would guide 1.2M+ first-time players through intuitive gameplay flows, clear interaction patterns, and engaging visual hierarchy that drove adoption and retention at scale.
Task:
Conducted user research and playtesting to understand how players learn and engage with game mechanics
Designed intuitive onboarding flows that taught game rules without overwhelming players
Created visual hierarchy and interaction patterns that made game state, progress, and next actions immediately clear
Developed high-fidelity UI screens optimized for mobile play and quick interactions
Led UX team collaboration with marketing, product, and engineering to align on user experience
Iterated based on playtesting feedback to optimize engagement and reduce friction
Action:
Results:
Shipped nationwide consumer game reaching 1.2M+ participants
Designed intuitive gameplay flows that reduced onboarding friction and accelerated time-to-play
Created consistent visual language and interaction patterns across all game screens
Achieved high engagement and retention through thoughtful interaction design
Proved how strategic UX thinking drives consumer adoption at scale
Consumer products demand craft excellence and ruthless simplicity. Every interaction matters when you're designing for millions of casual players who have no patience for friction. I learned that the most impactful work happens at the intersection of user research, visual polish, and gameplay clarity.