Design a productivity app, now used by the 1500 french restaurants
Product designer & Product manager
The problem to resolve
PDF based: Every year, McDonald’s France runs about 80 campaigns. They used to send a PDF to 1,500 restaurants listing all tasks and deadlines.
Pain for the restaurants: This made it difficult for restaurants to keep track and prepare efficiently.
Pain for the HQ: They couldn't track the progress of the campaign launches
The solution
Create a productivity app, where :
The HQ will be able to send campaigns, with a very precise targeting for each restaurant, according to the type of restaurants (McCafé, McDrive, etc), the region, and even to target a restaurant in particular.
The HQ will be able to send messages to the restaurants through the app.
The restaurant directors will be able to see the tasks they have to do, and to check a task when it's done.
The directors will be able to share initiatives they take in the app, to inspire other restaurants.
My role
Lead Product designer
Head of project
The team
1 product designer (me)
1 head of technical project
2 developers
KPI
Number of downloads
Frequency of use/user
Positive user reviews
Tools I used
Figma
Confluence
Jira
Smartsheet
Slack
Year
2022
List of activities I've carried out
Discovery and definition
Design
Discovery and definition
I did User interviews with 4 restaurants directors
In order to fully understand how directors implemented these campaigns once they had received the PDF, I interviewed 4 of them in different cities. This gave me a better understanding of the managers' work, and enabled me to build 2 personas. It also enabled me to detect new needs on the part of the managers, such as assigning tasks to their sub-managers.
Key insights from user interviews
Directors like to share pictures of their operations with other restaurants
Managers are used to doing special operations on their own initiative, such as setting up a mini-farm in their restaurants when a mountain-related burger is launched.
Need for delegation with their managers
The directors explained to us that it wasn't they who were directly in charge of carrying out the tasks, but that they delegated it to their managers.
Need for visual modernity
They explained to us that the DA of other in-house tools at McDonald's didn't necessarily have a very modern look and feel, which could be unsettling.
Directors may have several restaurants
Some directors may be responsible for several restaurants, which can have an impact on the application's workflow.
Personae
Stakeholder interviews
Given that all the application's content was to be integrated into a Back Office, I organized a workshop so that the people building these PDFs could explain to me in detail all the specific features they would need in BO.
Main insights
Extensive projects and checklists
Each PDF includes images, tasks that the manager can check off on the sheet, links to another document or an internal site, etc.
Campaigns depends on the type of restaurants you are
You can have a McCafé, a McDrive, allows Uber Eat to deliver from your restaurants, etc.
Every restaurant is different. The HQ needs to target the campaign according to these specificities.
Restaurants may have different dates of launch
Sometimes, some regions, or even specific restaurants launch the campaign before others. The task's due dates need to be different for each restaurant.
Framing the roadmap
Thanks to all the informations I collected, I could:
Develop a prioritization list.
Do a workshop with internal IT to get an approximate effort rate for each user story.
Moderate a workshop with the client to know what was their priority for the MVP.
Create a roadmap for the MVP, and for the future.
Sitemap design and informations architecture
To start with a good overview, and to check with the client if we were aligned, I designed the sitemap, and the page narrative.
Wireframes design
With all the research done, and the insights in mind, I designed the app in Figma.
Challenge - Obligation to use McDonald's fairly restricted charter
The McDonald's brand guidelines included only 6 colors (3 of which were neutral), with no option to create a color shade palette from these.
Color Neutral
White
#ffffff
Black
#000000
Grey
EEF0EF
Color brand
Green
#264F36
Yellow
#FFBC0D
Red
#DB0007
Mockups design
The calendar allows the directors to track their daily task
The dates are highlighted if a task is to be done
The Project tabs, to discover the future campaigns
I can expand the date field, to have a good overview of the future
As requested by the directors during the User interview, they can now delegate tasks to their employees directly from the app
I can assign tasks to my sub-managers
The task I assigned to myself are more highlighted (in yellow) than the others
They can also share, and review the other McDonald’s initiatives.
Possibility to like the initiatives
I can share my own initiative
In order to encourage users to complete in their tasks
I have integrated gamification
And a news tab, to always have HQ messages on hand
