This was a concept video we created for a QSR client that was trying to imagine what the technology-enabled restaurant of the future would be. It was 2015, and we were thinking ahead to 2020. At the time, category leaders were just rolling out mobile ordering. Consumer technology within the industry was still fairly limited. We wanted to show the client something ambitious, something omni-channel, and something that might surprise them.

The Approach

I started by reviewing existing research and strategy documents. Then I created a service blueprint for the current experience, and developed ideas for tech-fueled touchpoints to facilitate or improve each step of the journey. It included everything from mobile ordering, to sensors that recognized and responded to loyalty members, kiosk and mobile ordering, tools for employees, customized playlists and more. I developed wireframes for each interface and worked with a designer to develop design layouts. We then worked with our video editing team to put together a storyboard and tell the story of the transformed customer experience.

The Findings

Past research and strategy work showed a few things about their customers: many have a “regular” order that they repeat daily, customers got frustrated when orders were (not infrequently) inaccurate, and the crowds during the morning rush could make the morning visit hectic. This meant technology could help the experience become personalized, accurate and efficient.

The Outcome

The client thought it seemed like too much at the time. Fast forward a few years, and many of these touchpoints have been implemented and seem so obvious that it’s hard to believe it wasn’t always this way.

Activities: Service design, UX design, concepting, creative direction

Deliverables: Service blueprint, wireframes, storyboards