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
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.
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
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
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
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
Hassan Kadeem Design
Get in touch
To discuss a project or request a copy of my CV
Hassan Kadeem Design
Get in touch
To discuss a project or request a copy of my CV
Hassan Kadeem Design