McDonald's.Re-imagining the drive-thru, turning frontline insight into ideas leadership could see.
Experience Innovation • Research • Facilitation
The drive-thru is McDonald's most pressured moment. Re-imagining it meant changing something millions of people pass through every day, and convincing leadership to see the future first.
01 · The business problem
The problem wasn't a lack of ideas about the drive-thru; it was a lack of shared vision. Customers and employees experience the same window very differently, and leadership needed more than a written recommendation to commit to change. Real insight from real people had to become ideas vivid enough to decide on.
02 · What I saw
“Leadership doesn't fund research; it funds pictures of the future. Facilitation and visualization were the strategy: get the truth from workshops and interviews, then make the ideas impossible to unsee.”
03 · The strategy
What we decided.
01
Go to the source.
Workshops, customer and employee interviews to ground the ideas in reality.
02
Co-create, don't present.
Ideation tools that let stakeholders build the future, not just approve it.
03
Show, don't tell.
3D visualizations that let leadership step inside the re-imagined experience.
04 · The work
Then we made it real.
Illustrated ideas, co-created with the people who use it.
Digital renderings, the future drive-thru, impossible to unsee.
05 · My role
My role.
Partners: Facilitated workshops with customers, employees and leadership.
06 · The result
What happened.
Workshop-facilitated, research-grounded drive-thru concepts, visualized in 3D and presented for leadership decision-making.
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