McDonalds
Challenge
Understand ways to improve the in-restaurant experience for 20-year-old customers of different ethnic and economic backgrounds and recommend experiences and marketing that engage and attract them.
Approach
Use in-depth interviews, shadowing, collage, photo journal exercises, and sympathetic purchase experiences to determine customer values and expectations around the brand, experience, and products.
Results
Research created insights, recommendations, and architectural blueprints to attract customers and avoid pain points that improved the experience and reintroduced the restaurant.
