Stella Burin
McDonald´s
Creating a safe and empathetic space for ethical conversations
Project
The project involved redesigning an internal McDonald’s form used for employee communication, especially for reporting concerns or misconduct. The goal was to make the channel more welcoming, intuitive, and secure, ensuring anonymity and applying UX best practices.
Roles
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Role: UX/UI
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Tools: Miro / Adobe XD
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Team: Fábio Ruhe (Front-end)
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Scope: Employee research, requirements definition, prototyping, adaptation to brand visual identity, and collaboration with front-end for implementation. The focus was on creating a safe, anonymous, and welcoming experience, with improvements in language, navigation, and form structure.
Empathy and definitions
The original form was unintuitive and unwelcoming, which discouraged employees from using the channel, especially in sensitive situations. The goal was to transform this space into a trusted environment where everyone would feel comfortable sharing their experiences and concerns.
Anonymity and simplification
During the research phase, we identified the need to include an anonymity option, essential for ensuring freedom of expression without fear of retaliation. We also reduced the number of required fields and distributed the content across multiple screens to maintain engagement and minimize friction.
The language was revised to adopt a friendlier, more accessible tone, encouraging spontaneous participation from employees.
Ideation, prototyping, and validation
With McDonald’s visual identity as a guide, we strictly followed the brand manual throughout the design process. The prototype was developed in Adobe XD, with a strong focus on usability and creating a welcoming experience.
The interface was structured into four key stages: anonymous comments, allowing submissions without identification to promote a sense of safety; clear error and success messages to guide users effectively; and fluid navigation using a “next” button and a progress carousel to simplify the completion process.
Development was carried out in React by Fábio Ruhe. After deployment, we observed a 46% increase in interaction with the form, with higher completion rates and greater employee engagement. The redesigned form became a more accessible, empathetic, and functional channel. This change not only enhanced the user experience but also reinforced a culture of listening and respect within the company.
