Perfecting the customer journey

A more personal and customizable visit

 

THE CHALLENGE

McDonald's Sweden is working hard on personalizing the customer experience of visiting McDonald's restaurants. To design a great and relevant customer experience, McDonald's needed in-depth understanding of the demands and wishes of people who visit their restaurants.

THE SOLUTION

Augur and McDonald's worked in close collaboration over a six month period to generate critical insights about the customer experience, using methodologies like ethnography, shopalongs, eye-tracking and focus groups. To secure the relevancy, implementation and execution of insights in a successful way, the collaborative effort included an internal cross-disciplinary team and external partners such as McDonald's’ ad agency and web agency.

THE OUTCOME

Augur took lead in implementing the insights at McDonald's and with all the different partners. Augur ran a number of executive decision workshops and concept workshops to help McDonald's and the partners translate insights into concrete actions. One of the outcomes is a “test restaurant” where customers will be able to encounter the new McDonald's.