What can review analysis teach us about mobile UX and restaurant apps?
In order to speed up the ordering process, McDonald’s launched a mobile app. With the app, you can order from anywhere and choose your pickup location. It is also possible to pay through the app.
We thought it could be interesting to see what users think about McDonald’s mobile app. Does the app really speed up the process? Can we learn anything about mobile UX and restaurant apps in general by looking at McDonalds’ app? We took 15 586 of the reviews about the app posted on Google Play and analyzed them in Gavagai Explorer.
Here are 4 things we found out!
When examining the topics that drive grades down, we find that most of them are technical in nature. They include topics like “login”, “install” , “uninstall”, and “updates”. Topics driving grades up generally relate to the food, service or price.
The most talked-about topic is “Deals” and it is often mentioned together with “Great” and “Good”. The average grade for “Deals” is 2,93 / 5, which is higher than the overall average (1,81 / 5). Over time, the net sentiment for the topic has decreased.
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The topic “Updates” occurs in 7% of the reviews (more than average) and it is often mentioned together with “Install” and “Error”. The topic has a lower grade than the overall average: 1,48 / 5 compared to 1,81 / 5. Since May 2019, the topic has been talked about more frequently.
“Login” has a lower grade than the overall average: 1,26 / 5 compared to 1,81 / 5. It is often mentioned together with “Updated”.
What can we tell from this?
The average grade for McDonald’s app is quite low, 1.81/5. Our quick analysis shows some of the things they can improve. Several users talk about “Updates” in a negative way and some of the users were not able to log in after they updated the app. If McDonald’s wants their app to be user-friendly, they might need to prioritize solving technical issues more.
We’ve seen that there are several technical topics with a negative impact on grades. These could very well be regarded as hygiene factors, i.e. factors that do not get noticed unless they work poorly. As such, it’s quite rare that we see technical topics like this show up in positive drivers unless they defy user expectations in some significant way.
Users do not seem to talk much about how the app speeds up the ordering process. What they do talk about, is the deals that can be found within the app. These are appreciated and a positive driver for the grade.
So it may be that the price and deals aspect is the stronger driver, rather than the convenience boost. But this could be examined further in follow-up studies and in-app surveys.
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Gavagai is a Swedish language-tech company using advanced AI to help businesses analyze text and feedback – so they can understand their customers better. Spun off from the Swedish Institute of Computer Science, our Word Space Technology has grown and improved over 20 years, and our research team has published more than 400 academic papers.