Author:

Oliver Reichenstein is the founder and CEO of iA, a user experience design agency with offices in Tokyo and Zurich.

Twitter: Follow Oliver Reichenstein on Twitter

Brand = User Experience: The Interface Of A Cheeseburger

There he goes, the web designer, stepping up to the counter of an empty McDonald’s at 3 o’clock in the morning. He is scanning the overhead menu, putting a cheeseburger in his mental shopping basket. “Cheezubahga, onegaishimasu,” we hear him say, “with an iced tea.”

Waiting for his order, he examines the wireframe of the display on the cash register, the mechanical logic of the deep fat fryers, the input/output logic of the ice cream dispenser. Coming late from work, with his mind still in design mode, he starts tracing the restaurant’s interaction model, drawing arrows from the entrance to the counter to the tables to the trash cans; seeing how the conveyor-belt kitchen, the trays with the paper liners, the bolted down seats and the meals comprise a single, complete customer interface. “They must have run usability tests,” he thinks, taking his tray to the table.

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