"App4U" - Create a dedicated application for the 1,500 McDonald’s french restaurants
Internal app
From scratch
Lead UX
Client
McDonald’s
Date
MVP : 1 year
V1 : 1 year
Role
Lead UX Designer
Application rating given by restaurants.
90%
Of restaurants recommend the application to the others.
91%
Of restaurants believe that the application saves time and increases agility.
95%
Of restaurants downloaded it after 1 month.
Summary
The context of the mission
Create an application designed primarily for sending checklists, with a deadline for each task.
Until now, McDonald's sent PDFs with a list of tasks to its restaurants.
List of activities I've carried out
Discovery and definition
Design
More details
I did pre-sales User interviews in 4 restaurants
In order to fully understand how managers 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.
McDonald's explained that it was thanks to this pre-sales proactivity that they decided to entrust us with the mission.
Key insights from user interviews and personae
Need for delegation with their managers
The directors explained they weren't themselves in charge of carrying out the tasks, but that they delegated it to their managers.
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 visual modernity
They explained to us that the Artistic Directin of other in-house tools at McDonald's didn't necessarily have a very modern look and feel, which could be unsettling.
Personae
Stakeholders interview
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 from the Stakeholders interview
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.
Manager may have several restaurants
Some managers may be responsible for several restaurants, which can have an impact on the application's workflow.
Framing the MVP
A roadmap established in 2 batches
We felt that the overall roadmap was too large to be completed in a single batch. So we decided to divide it into 2.
MVP
Dedicated to the directors and managers
A calendar to keep track of tasks.
A Projects tab for an overview of upcoming programs.
A space to receive news from head office.
Batch 2
Directors and managers
Add a space for restaurants to exchange best practices.
Headquarters and franchisees - monitoring
Create a dedicated space for head offices and franchisees, where they can see the progress of all restaurants, on all current campaigns.
Setting up a backward schedule and a RACI
As at the start of each assignment, I set up these documents to ensure that the project runs smoothly.
Sitemap design
To start with a good overview, and to check with the client if we were aligned, I designed the sitemap.
Wireframe design
With all the research done, and the insights in mind, I designed the app on Figma.
Mockup design
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
#D0D0D0
Color brand
Green
#264F36
Yellow
#FFBC0D
Red
#DB0007
Mockups
Reminder of the results
Application rating given by restaurants.
90%
Of restaurants recommend the application.
91%
Of restaurants believe that the application saves time and increases agility.
