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RP2 – Multichannel UX

Multichannel User Experience is when a company uses multiple medias to engage with users. An example of a company using a multichannel is Superdrug, below are some images taken in-store.

Figure 1: Image of in-store wall art designs, directing customers to the till area.
Figure 2: Image of the make-up aisle showing the designs and images used for the NYX Cosmetics stand.

Superdrug has used multiple designs around the store, including leaflets for their sim deals, posters showing student discount with an interactive QR code for their digital health and beauty membership card and posters showing different promotions for certain products.

Figure 3: The design used for the Health and Beauty membership card.
Figure 4: Design for the Superdrug mobile sim deals.
Figure 5: Poster design for student discount with interactive QR code for the digital membership card.
Figure 6: Photo showing the paper bag package design.

Moving on to their digital side of things. Superdrug have an app and website where users can order products to their door or to their nearest store. Both the website and app also store a digital version of the membership card, this is convenient for the younger generation of users that use their phone more often.

Figure 7: Screenshot of the Superdrug website showing the digital UX.
Figure 8: Screenshot of Superdrug app showing current offers and membership points.
Figure 9: Screenshot showing digital membership card with QR ready to scan for points.
Figure 10: Membership card stored in the Apple Wallet for faster access.
Figure 11: Screenshot of an email from Superdrug showing the UX.

Another company that uses Multichannel UX is fast food chain, Mcdonald’s. Mcdonald’s use many different designs throughout their restaurant such as their food packaging, wall art and the posters used for their trays.

Figure 12: Photo of a Mcdonalds Restaurant showing in-store UX. (Partridge, 2020)

Another example of design used within the restaurant chain is their yearly Monopoly. Recently they have switched the Monopoly to digital but a few years ago they would give customers a foldable Monopoly board for users to add their stickers. Below is a comparison of the 2.

Figure 13: Image of the old Mcdonald’s Monopoly Board showing the design and usability. (Mcdonalds Monopoly, n.d.)
Image taken from the Mcdonalds website Figure 14: showing the new digital Monopoly board, it’s now quick and efficient for those that know technology. (Mcdonald’s Website, n.d.)

Another good example of Mcdonald’s use of multichannel UX is the packaging used for Christmas time. The design is different and includes illustrations to fit the theme of Christmas, this is a good marketing scheme to convince the user to try their yearly Christmas menu.

Figure 15: Photo showing the Christmas design of the Mcdonald’s hot drinks cup. (Mcdonald’s Christmas Cup, n.d.)

Bibliography

Mcdonald’s Christmas Cup. (n.d.) Available online: https://www.pinterest.co.uk/pin/407153622537336192/ [Accessed 12 Oct. 2022].

Mcdonald’s Website. (n.d.) Available online: https://www.mcdonalds.com/gb/en-gb.html#carousel-e3792f9941-item-4f61fb3085 [Accessed 12 Oct. 2022].

Mcdonalds Monopoly. (n.d.) Available online: https://qsrmedia.co.uk/promotions/news/monopoly-returns-mcdonalds-uk-thirteenth-year [Accessed 12 Oct. 2022].

Partridge, J. (2020) Mcdonald’s to reopen. Available online: https://www.theguardian.com/business/2020/may/01/mcdonalds-to-reopen-some-restaurants-for-deliveries-during-coronavirus-lockdown [Accessed 12 Oct. 2022].

Superdrug. (2019) Superdrug.com. Available online: https://www.superdrug.com/ [Accessed 12 Oct. 2022].

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