CAMPAIGN

Monopoly at Macca's

Monopoly
at Macca's

Monopoly
at Macca's

Year

2021 - 24

Client

McDonald's AU + NZ

MY ROLE

UI Lead. Interactive Designer.
OVERVIEW
OVERVIEW
OVERVIEW

Monopoly at Macca’s is a yearly event where customers buy selected menu items and use the Macca’s app to scan and play for a chance to win. With over 60 million prizes to be won it is one of McDonald’s biggest campaigns. My role was to structure the design direction, assist with the UX, direct on the interactivity and gameplay as well as shaping the overall UI design.

THE DESIGN PROCESS

Monopoly at Macca’s initially started by having customers purchase selected menu items and to obtain peel-able Monopoly cards. The problem was the lack of a digital application to allow customers to keep track of their cards and instant prize wins. There were two phases to this - One was to build a dedicated Monopoly at Macca’s app that solved the challenge in question (you can see my work on the first iteration of the app here); the second was to build the gamified Monopoly 3D world to perform inside the ‘MyMacca’s’ McDonald’s app, where the complexity of the first app build had to be simplified to work on McDonald’s ios/android app limitations yet still manages to retain everything that made the first one great.

01

Approach

The task was to retain the visual 3D world of Monopoly and integrate all content and games from the previous dedicated app into the MyMacca’s app. With limited file size available, we had to consider the complexity of the project without compromising quality. We used Play Canvas as the foundation to build Monopoly at Macca’s while ensuring it can operate seamlessly within the MyMacca’s app infrastructure. I shaped the overall wireframe and visual design with a focus on optimising graphical performance and building animated interactivity for the app.

02

UI Design

The concept was to build an interactive gamified world where users could play games win prizes and explore a dynamic 3D environment. For the 2024 version we continued this vision with a bold minimal playful flat UI design on top of the 3D world, taking inspiration from games such as Fortnite Roblox and Apex Legends while staying true to the Monopoly and McDonald’s brands. To accommodate users with older devices we designed a low performance mode so even those using an iPhone 4 SE could enjoy the experience without compromise.

03

Gameplay mechanics and interaction

From buttons and card swipes to animated typography I was responsible for crafting how users interact with the world and how each element comes to life. This included optimizing animations and interactions to meet performance constraints. I worked closely with developers to implement JSON-based motion design and background-encoded media that ran smoothly across devices.

04

Building the Design System

The design system component library evolved from the original app structure and was refreshed each year to reflect updated visual treatments. Both Monopoly and McDonald’s have strong brand identities so the design had to hero both equally by harmonising their key colours and visual cues. We drew inspiration from Monopoly board games digital platforms and video games to create a cohesive experience that resonated with users. The result consistently ranks as the number one app on iOS and Android during its campaign period.

01

Approach

The task was to retain the visual 3D world of Monopoly and integrate all content and games from the previous dedicated app into the MyMacca’s app. With limited file size available, we had to consider the complexity of the project without compromising quality. We used Play Canvas as the foundation to build Monopoly at Macca’s while ensuring it can operate seamlessly within the MyMacca’s app infrastructure. I shaped the overall wireframe and visual design with a focus on optimising graphical performance and building animated interactivity for the app.

02

UI Design

The concept was to build an interactive gamified world where users could play games win prizes and explore a dynamic 3D environment. For the 2024 version we continued this vision with a bold minimal playful flat UI design on top of the 3D world, taking inspiration from games such as Fortnite Roblox and Apex Legends while staying true to the Monopoly and McDonald’s brands. To accommodate users with older devices we designed a low performance mode so even those using an iPhone 4 SE could enjoy the experience without compromise.

03

Gameplay mechanics and interaction

From buttons and card swipes to animated typography I was responsible for crafting how users interact with the world and how each element comes to life. This included optimizing animations and interactions to meet performance constraints. I worked closely with developers to implement JSON-based motion design and background-encoded media that ran smoothly across devices.

04

Building the Design System

The design system component library evolved from the original app structure and was refreshed each year to reflect updated visual treatments. Both Monopoly and McDonald’s have strong brand identities so the design had to hero both equally by harmonising their key colours and visual cues. We drew inspiration from Monopoly board games digital platforms and video games to create a cohesive experience that resonated with users. The result consistently ranks as the number one app on iOS and Android during its campaign period.

01

Approach

The task was to retain the visual 3D world of Monopoly and integrate all content and games from the previous dedicated app into the MyMacca’s app. With limited file size available, we had to consider the complexity of the project without compromising quality. We used Play Canvas as the foundation to build Monopoly at Macca’s while ensuring it can operate seamlessly within the MyMacca’s app infrastructure. I shaped the overall wireframe and visual design with a focus on optimising graphical performance and building animated interactivity for the app.

02

UI Design

The concept was to build an interactive gamified world where users could play games win prizes and explore a dynamic 3D environment. For the 2024 version we continued this vision with a bold minimal playful flat UI design on top of the 3D world, taking inspiration from games such as Fortnite Roblox and Apex Legends while staying true to the Monopoly and McDonald’s brands. To accommodate users with older devices we designed a low performance mode so even those using an iPhone 4 SE could enjoy the experience without compromise.

03

Gameplay mechanics and interaction

From buttons and card swipes to animated typography I was responsible for crafting how users interact with the world and how each element comes to life. This included optimizing animations and interactions to meet performance constraints. I worked closely with developers to implement JSON-based motion design and background-encoded media that ran smoothly across devices.

04

Building the Design System

The design system component library evolved from the original app structure and was refreshed each year to reflect updated visual treatments. Both Monopoly and McDonald’s have strong brand identities so the design had to hero both equally by harmonising their key colours and visual cues. We drew inspiration from Monopoly board games digital platforms and video games to create a cohesive experience that resonated with users. The result consistently ranks as the number one app on iOS and Android during its campaign period.

HERE's A GLANCE AT THE MONOPOLY AT MACCA's 'APP' VERSION
TRIBECA FROM
THE PREVIOUS YEAR

more work

more work

Tribeca Games

Unearthing Unbelievable

Let's connect

Thanks for stopping by and exploring my work. Feel free to reach out if something sparks your interest!

Let's connect

Thanks for stopping by and exploring my work. Feel free to reach out if something sparks your interest!

Let's connect

Thanks for stopping by and exploring my work. Feel free to reach out if something sparks your interest!

Let's connect

Thanks for stopping by and exploring my work. Feel free to reach out if something sparks your interest!

AVAILABLE FOR CONTRACT WORK & COLLABS
AVAILABLE FOR CONTRACT WORK & COLLABS
AVAILABLE FOR CONTRACT WORK & COLLABS
AVAILABLE FOR CONTRACT WORK & COLLABS