Design thinking roadmap

1. Design Thinking
Arushi Bhasin 22DM056

2. Key Task : Redesigning the customer experience at
a Quick Service Restaurant (McDonald’s)

3. Exciting Offers
Proper seating
arrangements Payment Modes
Less healthy food options
Unavailability
Lack of adequate staff
No Wifi
Satisfy hunger
Socializing Space
Wide variety of menu
Unique ambience
Availability of healthy alternatives
Adequate
staffing
Snacks and
Beverages
Customer experience
Wifi
availability
Easy Ordering
Leveraging Technology Various types of meals
Making all items
available in menu
Social Space

4. Jobs to be done leveraging Bain Value
Pyramid
Functional jobs:
1. Quality and Tasty
food
2.Affordable pricing
3.Overall Customer
experience
4.Variety in menu
5.Ease in placing and
payment of order
Emotional jobs:
1.Providing good
ambience
2. Creating
relationships
3.Comfort
4.Improved aesthetics
5.Hygienic and
healthy food
Life changing jobs:
1.Easy and quick food
availability
Social impact:
1.Interaction with
friends and family
2.Socializing place for
both informal and
formal occasion

5. 1.Suppliers
2.Logistics
3.Digital Payment
Partners
4.Happy Meal Gift
Partner Companies
1.Selling of food &
beverages
1.Employees
2.Restaurants
3.Logistics
4.Inventory
1.Overall customer
experience
2.Quality food
3.Health alternatives
in food
4.Variety in menu
5.Quick service
6.Celebration of
occasions
7.Payment modes
ease
1.Quick service
2.Transparency in
food preparation
1.Offline Indoor Stores
1.Students
2.Families
3.Working-Class
people with less
time
1.Rent and upkeep cost
2.Employee salary
3.Cost incurred from operations
4.Payment gateway cost
Infrastructure cost
1.Sales of food & beverages
2.Sales of packaged foods
2.Online Food
Delivery
3.Drive through
Stores

6. Constraints
• Restaurant space availability
• Hiring and retaining the staff
• Change in customer expectations
• Fixed working hours

7. Key assumptions
• Healthy food items will be added to the menu which will increase the
target customer segment i.e. fitness enthusiast.
• Making a new advanced atmosphere and a comfortable relaxing
ambience for customers.
• Better internet connectivity will help enhance overall customer
experience and their retention at place.
• Increasing the number of skilled employees will create operational
excellence.

8. THANK YOU