beyond the art: denis weil
TRANSCRIPT
© 2008 McDonald’s Corporation
BEYOND THE ART
© 2010 McDonald’s Corporation
© 2010 McDonald’s Corporation
Engagement ExtensionEntry Exit
Engagement ExtensionEntry Exit
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5 Tools of the Trade
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5 Tools of the Trade
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1 Focus on the full Customer Experience
(not just service!) !
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Line of interaction
McDonald’s Service Blueprint
Line of visibility
Line of internal interaction
Employee actions
Employee actions
Physical Evidence
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Employee actions
Support processes
Physical Evidence
MaintenanceService
Production
Cook Food
Assemble Order
Present Food Maintenance
Supply Chain Maintenance system
Back Office System
Training
Take order
Training System
Maintenance
road sign
Building
Merchandising/ Wayfinding
Product
IngressStreetface
Walkwayssigns
LandscapingEntrance
MenuboardPresell Choice boardsKiosk (+user interface)POP
Lobby / Service AreaDrive Thru lane + coversCounter
WayfidingQuality cues
Front Counter
POP
Beverage Station
Artwork
Zones
Content
PlayplaceMedia
Extensions
Landscapingegress
PackagingFoodCondiments
CupsLiquids
Condiments
POS System
Cash Mgmt
Line of interaction
Line of visibility
Line of internal interaction
McDonald’s Service Blueprint
Stock Supplies
© 2008 McDonald’s Corporation
© 2008 McDonald’s Corporation
Source: Joshua Prince-Ramus on Seattle's library TED Conference, February 2006
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© 2010 McDonald’s Corporation
© 2010 McDonald’s Corporation
© 2008 McDonald’s Corporation
2 Tell a story !
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Our Story today
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Our original story
“We had an open kitchen. we wanted the people to be able to see just how it was prepared. it was right before their eyes. And that...that was also quite different.” Ray Kroc. Internal Interview 1975
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Vs.
© 2008 McDonald’s Corporation
Vs.
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© 2008 McDonald’s Corporation
© 2008 McDonald’s Corporation
#2 Brand Ritual
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© 2008 McDonald’s Corporation
© 2008 McDonald’s Corporation
© 2008 McDonald’s Corporation
© 2010 McDonald’s Corporation
© 2008 McDonald’s Corporation
3 Accretive System Design
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• Specific solutions
• Detail design criteria
• Example: Counter
Component Design vs. System Design
•System Goals
•Strategies/ Principles
•Example: Production model
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© 2008 McDonald’s Corporation
Dynamic Captions, a series of projected interpretive captions in the Modern Galleries Dynamic Captions, a series of projected interpretive captions in the Modern Galleries
© 2008 McDonald’s Corporation
Dynamic Captions, a series of projected interpretive captions in the Modern Galleries Dynamic Captions, a series of projected interpretive captions in the Modern Galleries Dynamic Captions, a series of projected interpretive captions in the Modern Galleries
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4 Experiment !
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Operations Testing
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OperationsTesting
Operations Research
CX Lab Pilot Store
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CX Lab: Closed view vs Open view
FY “Point & Go” Display Oven
Closed
Salad Prep FY “Point & Go”
Display
Oven
Open
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CX Lab: Drive-thru test
Menu board, Speaker, Cash window Present window
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© 2008 McDonald’s Corporation
© 2008 McDonald’s Corporation
5 Imagine Far, Plan Near !
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Our deployment approach – Migration
t
Δ
Ultimate Destination
Incremental
Strategic
Breakthrough
Path 1
Path 2
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Coffee Destination
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© 2008 McDonald’s Corporation
© 2008 McDonald’s Corporation
Focus on the customer journey 1Tell a story 2
The system, stupid 3Experiment 4
Think Big, Start Small 5
Engagement ExtensionEntry Exit
Engagement ExtensionEntry Exit
© 2008 McDonald’s Corporation
Thank You
Fishbowl consultation
Cinema ChicagoMichael Kutza, Founder & Artistic Director
Vivian Teng, Managing Director
Mission: Cinema/Chicago, the presenting organization of the Chicago International Film Festival, is a year-round cultural and educational organization dedicated to fostering better communication between people of diverse cultures through the art of film and the moving image.
Threewalls
Elizabeth Chodos, Executive Director
Mission: Threewalls is dedicated to increasing Chicago’s cultural capital by cultivating contemporary art practice and discourse, and by creating a locus of exchange between local, national and international contemporary art communities through a range of programs.
The House Theatre of Chicago
Ryan Butts, Managing Director
Katherine Raz, Marketing Director
It is the mission of the The House to unite Chicago in the spirit of Community through amazing feats of Storytelling.
© 2008 McDonald’s Corporation
Thank You