Service Design at McDonald’s

Today I came across an interesting overview of service design at McDonald’s. A former graduate student from the Institute of Design worked on a summer project with five other designers and a team of architects, engineers and operations to re-imagine the fast food giant’s in-store experience.

The team mapped “stress points” in the customer journey through approach, ordering, payment and delivery and used the AEIOU (activities, environment, interactions, objects and users) framework to structure their observations.

There are some nice diagrams for communicating spatial interactions and an interesting five-point visualization technique from branding repurposed for experience mapping.

For more on service design at McDonald’s check out the interview in the April issue of Touchpoint.

Update: I’ve removed links to this work by request.

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