McDonalds & Martin Brower

McDonalds & Martin Brower

Uncovering inefficiencies in global logistics through research and mapping

Client

McDonalds & Martin Brower
Client

McDonalds & Martin Brower
Project type

Discovery, User Research, Service Design
Project type

Discovery, User Research, Service Design
Role

Lead UX/UI Designer
Role

Lead UX/UI Designer
Tools

Figma
Tools

Figma

Visual materials for this project are protected under an NDA and cannot be shown here.

I'm happy to share more context individually upon request


Visual materials for this project are protected under an NDA and cannot be shown here.

I'm happy to share more context individually upon request


Problem statement

The existing communication platform between McDonald’s restaurant managers and Martin Brower planners was inefficient, unintuitive, and heavily reliant on manual processes. This led to frequent errors, slow communication, and frustration on both ends of the supply chain. The system had evolved in a piecemeal way and no longer supported the scale and complexity of the operations.

Problem statement

The existing communication platform between McDonald’s restaurant managers and Martin Brower planners was inefficient, unintuitive, and heavily reliant on manual processes. This led to frequent errors, slow communication, and frustration on both ends of the supply chain. The system had evolved in a piecemeal way and no longer supported the scale and complexity of the operations.

Goals and objectives

  • Understand how restaurant managers and planners interact and where communication breaks down

  • Surface inefficiencies and manual workarounds being used

  • Gather input from stakeholders across several countries

  • Design early concepts to improve workflows and information flow

  • Create the foundational design artefacts for a future digital service

Goals and objectives

  • Understand how restaurant managers and planners interact and where communication breaks down

  • Surface inefficiencies and manual workarounds being used

  • Gather input from stakeholders across several countries

  • Design early concepts to improve workflows and information flow

  • Create the foundational design artefacts for a future digital service

Discovery and research

Research Methods

  • Field visits to restaurants and planning offices

  • One-to-one interviews with restaurant managers and planners

  • Remote stakeholder workshops spanning the UK, US, France, and Canada

  • Co-design and ideation workshops to rapidly generate and validate ideas

  • Cross-functional collaboration with a Business Analyst to build a holistic service view


Key Insights

  • Manual stock entry and communication methods led to frequent errors

  • Restaurant managers found the existing tools confusing and burdensome

  • Planners struggled with incomplete or inconsistent data

  • Regional operations varied, so a one-size-fits-all solution would not work

  • A flexible system needed to accommodate global requirements and localisation

To kick off the project, I initiated a robust discovery phase that aimed to understand the needs of both ends of the supply chain.


Research Methods

  • Field visits to restaurants and planning offices

  • One-to-one interviews with restaurant managers and planners

  • Remote stakeholder workshops spanning the UK, US, France, and Canada

  • Co-design and ideation workshops to rapidly generate and validate ideas

  • Cross-functional collaboration with a Business Analyst to build a holistic service view


Key Insights

  • Manual stock entry and communication methods led to frequent errors

  • Restaurant managers found the existing tools confusing and burdensome

  • Planners struggled with incomplete or inconsistent data

  • Regional operations varied, so a one-size-fits-all solution would not work

  • A flexible system needed to accommodate global requirements and localisation

Key Outputs

Key Outputs

User personas and journey maps for both restaurant managers and planners

Wireframes and select high-fidelity designs to help stakeholders visualise change

A detailed service blueprint identifying communication handoffs and friction points

A prioritised backlog of opportunities

Visual materials for this project are protected under an NDA and cannot be shown here.

I'm happy to share more context individually upon request


Visual materials for this project are protected under an NDA and cannot be shown here.

I'm happy to share more context individually upon request


Design process

Ideation & Sketching

Workshops explored a range of solutions, including structured communication flows, embedded validation, and intuitive dashboard layouts.


Visual Engagement

Though this was primarily a discovery project, I also designed high-fidelity visuals to support engagement and alignment across the business—especially useful for global stakeholders.

Wireframing & Blueprinting

Using Sketch, I created wireframes that focused on removing complexity and highlighting key information. These were mapped to the service blueprint to ensure consistency with real-world interactions.

Outcomes and impact

  • Strong stakeholder alignment across multiple countries

  • Foundation for a more efficient, error-reduced communication platform

  • Discovery outputs led to subsequent project phases

  • Created a model for global discovery collaboration pre-COVID

Outcomes and impact

  • Strong stakeholder alignment across multiple countries

  • Foundation for a more efficient, error-reduced communication platform

  • Discovery outputs led to subsequent project phases

  • Created a model for global discovery collaboration pre-COVID

Get in touch

To discuss a project or request a copy of my CV

hello@hassankadeem.com

Hassan Kadeem Design

Get in touch

To discuss a project or request a copy of my CV

hello@hassankadeem.com

Hassan Kadeem Design

Get in touch

To discuss a project or request a copy of my CV

hello@hassankadeem.com

Hassan Kadeem Design