Mc Donalds Quality

Making real ingredient sourcing something people could feel

Project type

Website

Year

2019

Client

Mc Donalds / DDB

My role

Design Director / Senior Designer

McDonald's had the story. Norwegian ingredients. Real quality. But the people who loved the product didn’t know. And many still questioned the quality behind it. The brief was to explain it. We turned it into something they could feel.

My Role

I led the concept and experience design.

Defined the core idea, including the 3D environment scroll concept
Shaped the narrative and ensured a cohesive story from start to end together with DDB
Designed all UX/UI and interaction principles
Directed the visual style in collaboration with Commando Group and DDB
Defined what to show, how it connects, and how the experience unfolds

Problem

The brief was straightforward.

Create a website explaining the ingredients.

The expected solution was just as clear:

a vertical scroll
strong visuals
structured content

A well-designed, but familiar experience.

It would communicate the story.

But it wouldn’t change how people feel about it.

At the same time, perception lagged behind reality.
People didn’t associate McDonald’s with high-quality, locally sourced ingredients.

Insight

A better version of the same format wouldn’t be enough.

People don’t trust what they’re told.
They trust what they experience.

Local isn’t a claim.
It’s something you have to see to believe.

The content didn’t change.
The way people experienced it did.

Reframing

Instead of presenting the content as a traditional website,
we embedded it into the real journey behind the product.

From explaining ingredients →
to moving through where they actually come from.

The content stayed the same.
The experience around it changed.

System Design

A continuous, film-like journey built from the real origin of the food.

Scrolling becomes movement through the actual landscape behind the product.

Users don’t move down a page.
They move forward through where the ingredients come from.

Starting in Norwegian fields
Moving through farms and animals
Following ingredients through production
Ending inside a McDonald’s restaurant

From real origin to final product.

The experience isn’t layered on top of the story.
It’s built from it.

Local Context

The journey is grounded in a recognizable Norwegian landscape.

Fields, farms, and ingredients are tied to real places, real farmers, and real sourcing.

This makes the experience feel credible, not constructed.

Proof Layer

Alongside the journey, users can explore:

origin of ingredients
percentage of Norwegian sourcing
explanation of non-local components

Emotion is supported by information.

From System to Product

Participation

Information isn’t just presented.
Users are invited to engage with it.

Questions and small interactions turn facts into something active —
encouraging users to reflect, guess, and learn.

This shifts the experience from passive reading
to active understanding.

Solution — Experience

An interactive, scroll-driven storytelling platform where the content isn’t presented.

It’s experienced.

Core components:

Spatial scrolling instead of vertical browsing
Seamless movement through real, illustrated environments
Business content embedded directly into the journey
A balance between narrative, interaction, and transparency

Supporting layers:

Narrative
A clear progression from origin to product

Micro-stories
Small details that make the system tangible
(e.g. why potatoes are grown long for fries)

Connection to origin
Highlighting Norwegian farmers and sourcing

Reward
The journey ends in a restaurant
→ with a real-world outcome

User Experience

Users don’t read.

They move.

They travel through where the ingredients actually come from.
They see how everything connects.
They engage, guess, and learn as they move through the journey.

By the time they reach the restaurant,
the product is no longer abstract.

It feels real.