Beyond The Art: Denis Weil

© 2008 McDonald’s Corporation

BEYOND THE ART

https://mam.accessmcd.com/mcmac/storagearea/wa1/em007548/2040.html





Engagement ExtensionEntry Exit





5 Tools of the Trade



5 Tools of the Trade



1 Focus on the full Customer Experience

(not just service!) !



Line of interaction

McDonald’s Service Blueprint

Line of visibility

Line of internal interaction

Employee actions

Employee actions

Physical Evidence



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





Source: Joshua Prince-Ramus on Seattle's library TED Conference, February 2006









2 Tell a story !



Our Story today



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



Vs.



Vs.







#2 Brand Ritual













3 Accretive System Design



• Specific solutions

• Detail design criteria

• Example: Counter

Component Design vs. System Design

•System Goals

•Strategies/ Principles

•Example: Production model




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 Dynamic Captions, a series of projected interpretive captions in the Modern Galleries Dynamic Captions, a series of projected interpretive captions in the Modern Galleries



4 Experiment !



Operations Testing


OperationsTesting

Operations Research

CX Lab Pilot Store


CX Lab: Closed view vs Open view

FY “Point & Go” Display Oven

Closed

Salad Prep FY “Point & Go”

Display

Oven

Open



CX Lab: Drive-thru test

Menu board, Speaker, Cash window Present window







5 Imagine Far, Plan Near !



Our deployment approach – Migration

t

Δ

Ultimate Destination

Incremental

Strategic

Breakthrough

Path 1

Path 2



Coffee Destination







Focus on the customer journey 1Tell a story 2

The system, stupid 3Experiment 4

Think Big, Start Small 5







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.



Thank You


Entertainment & Humor

Beyond The Art: Denis Weil