Emily Wurgler, Global Director of Experience Design at McDonald's, has embraced the nuances of connecting the dots between design and UX research in a highly complex and global organization. One thing the two functions have in common? User-centricity.
"We've realized that a deep understanding of our users is non-negotiable," Emily says.
Emily sat down with Erin and Carol on the Awkward Silences podcast to delve into the foundational aspects of UX research, the importance of collaboration, and the intricacies of transitioning from Research to Design leadership.
🎙️Listen to the full episode here.
From Research to Design Leadership
With a PhD in Sociology and extensive experience in marketing research, Emily’s foundational skills equipped her for leadership roles, transitioning to design leadership from a UXR background.
"You don’t have to be a hands-on designer to be an effective UX leader; you need to understand design to offer valuable feedback and lead with strategy," she says.
That doesn’t mean she hasn’t faced her share of collaboration barriers. One of the significant challenges Emily and her team face is designing systems to comply with upcoming European legislation requiring the use of personal packaging by 2026. This involves complex operational and backend adjustments, alongside modernizing an outdated proprietary PoS system.
"This is not a system like Toast or Clover; it’s something we've had for a long time, making it hard to add features without disrupting the workflow," Emily explains.
📚Related reading: How to Become a UX Researcher: The Ultimate Career Guide
Recruiting participants on a global scale
Leading research for a global brand requires global recruitment, period. While a dedicated team in the U.S. facilitates user research, recruiting abroad poses its share of challenges.
"We've set up sessions in Germany involving English-speaking crew members," says Emily, which says the organization invests in translation services, ensuring that research methods are aligned to the region’s cultural differences as best as possible.
Not sure which research method is best? Use our free UX Methods Selection Tool 🛠️
The Role of Ethnographic Research
As far as actual methods, Emily discussed the value of ethnographic research. Testing new products in actual restaurant settings, for example, helps capture the context and practical challenges crew members face. Fast forward to real-life stories and videos from the field demonstrating its effectiveness to leadership and strategy, bridging the gap between research, design, and practice.
Episode odds and ends
- Emily’s must-reads include Empowered and Inspired by Marty Kagan, Lean UX by Jeff Gothelf and Josh Seiden, and This is Service Design Thinking by Marc Stickdorn and Jakob Schneider
- Emily’s top interview question? Inspired by Marty Kagan: Rank strategy, execution, process, & creativity to assess self-awareness & priorities.
- Fun Fact: Even a one-second delay in drive-thru can significantly impact McDonald’s revenue.
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