Prabhav Singh - Product Designer

McD // IITR

®️

Disciplines

user experience

Service design

Branding

Space design

achievements

entry

Taiwan international student design competition

At IIT Roorkee, students juggle packed schedules, diverse food preferences, and limited accessible dining options. The campus needed something quick, customisable, and socially vibrant. Enter McCampus, a reimagining of McDonald’s for an educational environment.

View detailed case study

What if grabbing a meal between lectures could be as fast as sending a text, and just as personal?

Despite McDonald’s global success, bringing it into a campus environment meant addressing unique needs:

Short break-time rushes causing long queues.

Diverse dietary requirements and budget constraints.

Accessibility gaps for students with mobility disabilities.

Desire for more social, comfortable hangout spaces.

Hence, the goal became

To design a campus-first McDonald’s experience that combines global brand consistency with the cultural, spatial, and lifestyle needs of IITR students.

Speaking to stakeholders unwrapped some underlying issues

Surveys & Interviews
81% of students were dissatisfied with existing dining options; 72% wanted direct delivery to hostels or academic buildings.
insight / 1
Competitor mapping
From hostel canteens to Swiggy, mapping revealed pricing, variety, and service gaps.
insight / 2
Accessibility audits
Many popular eateries lacked ramps, priority lanes, and accessible seating.
insight / 3
On-site observations
Analysed peak-hour flow at a Dehradun McDonald’s to identify kiosk, counter, and collection bottlenecks.
insight / 4