McDONALD’S

How might we identify areas in the customer journey where we can add value, reduce friction and make the biggest impact to create an experience through voice that compels deeper engagement with the brand?

As the market for voice-based experiences becomes more prevalent, it is important to consider how this relatively new technology will become a part of a brands omnichannel strategy. This consideration is becoming increasingly important for retail and hospitality brands as key industries affected by the COVID-19 pandemic which are quickly searching for new ways to serve their customers.

For this project we conducted both in-person and remote research studies as input for 2 design sprints with the goals of learning both how to compel brand engagement through voice technology use, as well as how different personalities may be incorporated into the experience.

Due to the pandemic shutdown, we were faced with having to conduct the second sprint both in-person as well as remotely as our participant team began full-time remote work. However, our team had been using remote workshopping tools for well over a year so we were up to the task.

Prototyping voice experiences can take many paths, but we relied primarily on Adobe XD as our main source of design for the most realistic experience possible. As the remote sprint came into play, we utilized some additional post-production efforts to mitigate possible technology issues we might encounter with remote participant interviews.

The project concluded successfully with the delivery of experience recommendations as well as a playbook for a future voice experience.

Key responsibilities:
User research
Workshop facilitation
Voice experience prototyping and design
Creative direction
Client presentation