McDonald's Waste Reduction Innovation

1. KELLOGG DESIGN CLUB

2. WHO

3. Leah Marcus Scott Neuner Ned Schneider Ming Qui Co-President Co-President VP Outreach VP Treasury Adrian Ng Yomi Fashoro Bora Kem Eric Chang VP Marketing VP Careers VP Knowledge VP Social

4. WHAT

5. design thinking

6. observation

7. ideation

8. prototyping

9. storytelling

10. WHY

11. Design is the last real competitive advantage.

12. AT KELLOGG, YOU’LL DEVELOP AN ANALYTICAL TOOLKIT…

13. AT KELLOGG, YOU’LL DEVELOP AN ANALYTICAL TOOLKIT… Deductive Reasoning (where’s the “proof”)

14. AT KELLOGG, YOU’LL DEVELOP AN ANALYTICAL TOOLKIT… Crunching numbers Deductive Reasoning (where’s the “proof”)

15. AT KELLOGG, YOU’LL DEVELOP AN ANALYTICAL TOOLKIT… “Wow” Charts and death-by- PowerPoint Crunching numbers Deductive Reasoning (where’s the “proof”)

16. …DESIGN THINKING PROVIDES SYNTHESIS AND BALANCE “Wow” Charts and death-by- PowerPoint Abductive Crunching Reasoning numbers (“what might be”) Deductive Reasoning (where’s the “proof”)

17. …DESIGN THINKING PROVIDES SYNTHESIS AND BALANCE “Wow” Charts and death-by- PowerPoint Direct observation Crunching numbers Abductive Reasoning Deductive (“what might Reasoning be”) (where’s the “proof”)

18. …DESIGN THINKING PROVIDES SYNTHESIS AND BALANCE “Wow” Charts and death-by- Storyboarding, PowerPoint prototyping Crunching Direct numbers observation Deductive Abductive Reasoning Reasoning (where’s the (“what might “proof”) be”)

19. SO YOU CAN BECOME A MORE INNOVATIVE PROBLEM SOLVER ANALYSIS SYNTHESIS

20. PRODUCTS

21. SERVICES

22. OPERATIONS

23. SOCIAL IMPACT

24. STRATEGY

25. WE WANT KELLOGG STUDENTS TO UNDERSTAND DESIGN AND INNOVATION

26. NO MATTER THEIR CAREER PATH

27. MARKETING CONSULTING FINANCE NO CPG NON-PROFIT MATTER GENERAL MANAGEMENT THEIR OPERATIONS HEALTHCARE PRODUCT CAREER DEVELOPMENT ACCOUNTING PATH

28. WE OFFER speaker career classes + workshops series prep resources THROUGHOUT THE YEAR …

29. JOIN US! learn more at https://kellogg.campusgroups.com/design check out the screening of Design & Thinking this Thursday apply to join the leadership team at http://tinyurl.com/KDC2012

32. THANK YOU THANK YOU!

34. THANK CLIENT YOU, SPONSORS:Richard and open 1940: Maurice McDonald a barbeque restaurant 1948: Burgers made with production line principles introduced 1955: Ray Kroc, a milkshake machine salesman, opens a franchise in Des Plaines, IL 1965: Kroc takes the company public and begins period of rapid global expansion

35. THANK CLIENT YOU, SPONSORS: 31,000 restaurants 119 countries 1.5 million employees 68 million customers… every day billions and billions served

36. CLIENT

37. CHALLENGE From Ian Olson, Director in McDonald’s Sustainability Group: Use the design method to develop and deliver the concept for a product, service, or experience innovation that increases McDonald’s customers’ loyalty and use, while addressing the tension between a “simple, easy, enjoyable” customer experience and a goal to reduce waste.

38. NIRVANA desirability Does the concept address the challenge in a way that appeals to key stakeholders (particularly McDonald’s customers)? Does the concept deliver “extra” benefits? feasibility Does the proposed solution make sense from an operational perspective? Do we believe it will work? Have risks been identified and is a mitigation plan in place? viability What does the business case look like? How achievable is the break even? Does the concept identify novel or incremental revenue streams and/or cost savings? process Were design methods and tools used effectively? Is it evident that high quality user research was conducted? Did the team use iterative prototyping? overall Do the concept and the method of presentation demonstrate creative thinking? Is the concept clear? How persuasive is the presentation (written and oral)?

39. tue competition kickoff SEP 25 5:15 to 6:15 in 101 team registration due tue OCT 2 by midnight, submit 3-4 names + emails + team name at http://tinyurl.com/KBDC2012 thu workshop one // discovery: design process overview + user research 4 6:30 to 8:30 in 1246 w/ Martha Cotton of gravitytank thu workshop two // development: brainstorming + prototyping for ideation 11 6:30 to 8:30 in 1246 w/ George + Sara Aye of Greater Good Studio, SAIC workshop three // delivery: storytelling + presentation skills thu 6:30 to 8:30 in 1246 w/ Erin Huizenga (EPIC) + Deborah Alden (Design 18 Linguist) wed coaching sessions with KDC leadership 24 all interested participants will be scheduled time to meet with club leadership thu questions for mcdonald’s due 25 by noon, send any questions to Scott; responses will be shared with all teams sun round one submissions due NOV 4 by noon, send slide deck with draft of final 10-12 min presentation to Scott mon round one results announced 5 by midnight, results and feedback will be sent via email fri coaching sessions 9 finalists will be scheduled 30 minutes to meet with Ian Olson of McDonald’s thu final presentations + networking event w/ design professionals 15 5:30 to 8:30; business casual; open to all challenge participants + supporters

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