CLIENT:
MCDONALD'S
DURATION:
4 MONTHS
ROLE:
UX DESIGNER
project overview.
Collaborated with McDonald’s France and their extrenal media partner The Ramp to support digital product strategy
Conducted user research and gathered insights from franchisee interviews
Aligned stakeholders on user journeys to clarify needs and priorities
Co-prepared and co-facilitated a strategic workshop with the Head of Design
Delivered regular presentations to communicate progress and guide product decisions
Outcome: early adoption achieved by ~40% of franchisees
Skills involved:
User Interviews
Research Synthesis & Insights
Co-Prepared & Co-Facilitated Workshop
Journey Mapping
Information Architecture
Wireframing
Stakeholder Alignment
Cross-Functional Collaboration
business context.
Archie is McDonald’s internal platform used by 1,500+ restaurants in France to manage local marketing. We integrated The Ramp, a social media ad solution, into Archie to help franchisees—often new to digital ads—easily create and launch campaigns. The goal: simplify workflows and make social advertising intuitive and accessible.
challenge.
How might we integrate social media ad formats into Archie, McDonald's internal marketing platform, at key user touchpoints—empowering franchisees to easily manage campaigns—while ensuring seamless alignment with The Ramp, the external advertising solution?
objectives.
Understand user behaviors, needs, and pain points around social media advertising.
Gain a thorough understanding of The Ramp’s functionality and constraints.
Integrate new advertising formats into various entry points intuitively while supporting users throughout the experience.
Design adaptable solutions for both desktop and mobile platforms.
approach.
1/ Interviews: uncovering user needs.
To inform our design direction, we conducted five in-depth interviews with McDonald’s franchisees and marketers to explore their workflows, challenges, and expectations around social media advertising. I led the interviews and research analysis, synthesizing insights that were later presented to the client to guide product strategy.
Key insight:
• Users avoid The Ramp due to complexity and high cost, especially for multi-location campaigns.
• Strong need for a simpler, centralized tool—ideally integrated into Archie.
• Users lack clarity on ad performance and seek guidance on budget, targeting, and formats.
Client Presentation: sample slides used to present key findings and guide design decisions.
2/ Workshop: co-creating user journeys.
Using our findings thanks to the interviews, I co-facilitated a 2-hour workshop with The Ramp and McDonald’s stakeholders to:
Identify intuitive entry points for social media ad formats
Map potential user journeys within Archie
Workshop board: mapping of user media journeys by profile made by the 3 teams, highlighting key steps, touchpoints, and decision-making moments.
3/ Shaping the experience.
I created user flows based on workshop findings to define a clear path across entry points, then designed and iterated on wireframes with feedback from McDonald’s stakeholders, The Ramp team, and developers to deliver a seamless, user-centered experience.
Test & Interview Protocol: Structured around 4 user pools to evaluate different entry points.
Before & After – Example of a revamped page
To accommodate multiple new ad formats, we restructured one of the entry point pages to improve clarity and usability.
1 - Modular Navigation: Introduced a menu to organize content and avoid overwhelming scroll.
2 - Educational Section: Added a short paragraph to explain the value of social media advertising.
3 - Ad Format Cards: Highlighted platforms, pack types (full vs. individual), and usage context for each format.
UI Collaboration: Worked closely with UI designers to ensure a consistent, accessible experience across all ad formats—balancing usability, brand coherence, and platform constraints.
takeaways.
This project highlighted the power of cross-team collaboration in delivering scalable, high-impact solutions within technical constraints. It reinforced the importance of aligning UX with engineering early on, ensuring design decisions are both user-centered and feasible for measurable business impact — leading to early adoption by ~40% of franchisees.
team collaboration.
Head of Design
UX Designer (intern)
2 UI Designers
Product Manager
Project Director
7 Developers (2 main contacts)
