MOBILE ORDERING

A nationwide digital transformation

Chief Product Officer @ McDonald's

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THE SOLUTION

A mobile ordering service that enables customers to place orders directly through the app and collect their meals in restaurants using their preferred fulfillment method.

THE CHALLENGE

During the height of the health crisis, the stakes were vital: digitizing the customer journey to ensure business continuity for 850+ restaurants. The challenge was not just technological, but operational: how to turn the mobile channel into the primary growth lever within a constrained physical environment?

TARGET AUDIENCE

General consumers, restaurant crew

MY STRATEGY AND ACTIONS

Product Discovery & User Research: established a continuous user research cycle to identify and address friction points within the online ordering process.
Cross-functional Leadership: directed 3 dedicated product teams (Mobile, Data, Promo Engine) and coordinated a group of 20 experts across Finance, Legal, and Operations to ensure a successful Go-to-Market.
Data-Driven Innovation: led the development of a personalized offer engine powered by Deep Learning, transitioning from a mass-marketing approach to hyper-personalization.

RESULTS AND BUSINESS IMPACT

+35% in sales generated via the mobile channel during the pandemic.
+45% increase in MAUs (Monthly Active Users) through continuous user experience optimization.
+50% customer engagement following the launch of personalized offers.
Scalability: successful deployment across the entire national network (850+ points of sale).

TEAM & LEADERSHIP

Structure: 2 outsourced functional teams
Team size: 15+ dedicated experts, cross-functional coordination of 20+ collaborators
Managed expertise:
- Product & Design: project manager, UX/UI designer, system analysts
- Engineering: back-end developers, mobile developers (iOS/Android)
- QA & Ops: QA engineers, DevOps engineers

PRODUCT TYPE

Customer-facing mobile application

STACK

Native mobile application
Microservice architecture
Customer data platform
Python, Kotlin, Swift
REST APIs

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