McD WWC22

Pre-Design Process: Case Study Development

• Experience Lead

• Intake Form

• Prototype and User Testing

• Continued Development to Build

• Build, Prototype and Test Intake Tool and Case

• Refine Intake Tool

• Finalize Environments Catalog

• Develop Convention Style Guide

• Build Engagement Tools and Facilitation Plans for Experience Lead meetings

• Onboarding of Experience Leads

• Intake Tool Goes to Leads

• Synthesizing and Developing

Preliminary Designs

• All Other Coordination

Case Study: McDonald's Travel

Assumptions we have made in this development:

McDonald’s Travel is…

• A global service available to all members of the three legged stool

• Has a small budget with minimal customization

• Requires a small footprint on the convention floor (approximately 5k SF)

Process for Creating WWC 2022

KICK OFF

September

Activities

! EL gather team and leadership direction and articulate vision for Experience in Intake Form

ENGAGEMENT 2

November

Activities

! EL review 3D model of experience with integrated graphics

! EL provide detailed feedback of graphic design and customized activation

ENGAGEMENT 4

January

Activities

! EL approve graphics for production and printing

Design partners generate initial design ideas

Convention leadership validate content direction and preview graphic approaches

Cost estimates and budgeting

Design partner refine designs, initial image selection, experience script writing

Convention leadership validate content direction and preview graphic approaches

ENGAGEMENT 1

October

Activities

! EL select experience layout, graphic direction, and define customized activation

! EL and Design Producers review of low-res contact sheets

Cost estimates and budgeting

! EL and Design Producers review of high-res contact sheets DEC

Design partner finalize all elements and experience script

Convention Leadership approve direction and review graphic designs

Budget confirmation

Design partner graphic production and fabrication

Design partner finalize all graphics and prepare for production

Convention Leadership sign-off and review final graphic designs

ENGAGEMENT 3

December

Activities

! EL final review of graphic designs and approval of all copy

Design partner goes into production and fabrication

WWC 2022 Convention Floorplan

YOUR

Experience Framework

The storythe McDonald’s TravelExperience will tell and how it supports Accelerating the Arches (ATA)

Big Idea

Objectives

How we will frame ourgoals internally...

! Build awareness for the McDonald's Travel service

! Demonstrate the benefits of the technology, expertise, partners and discounts

! Show how using the tool delivers a more seamless travel experience

! Communicate this service is for all employees and members of the three-legged stool

! Register O/Os for the program andencourage them to use for their next travel needs

! Feel impressed by the service but "not pressured by corporate” to use it

Key Messages

The main content messages to be communicated…

! The McDonald's Travel service is designed for you

! This technology will save time and money, complimenting your travel

! The ease of the self-booking process helps the customer make informeddecisions

! The customer always feels supported

! BCD Travel is the primary service provider and there are discounts available from a varietyof partners

People are our first priority. McDonald's Travel Program is a service to internal and external employees delivering alignment, consistency, and structure to their travel needs.

Experience Content Map

The content priorities articulated in the intake form and kick-off meeting become physical areas with our experience.

Below shows how the stories, assets and delivery methods break into these zones.

Benefits to Customers

Seamless Service, Safety & Support

! Welcome Marquee

! Customer Imagery (traveling at ease)

! SME Hosts

! Concierge-style Navigation (advanced organizer)

! Sizzle orientation video (What's in it for you?)

Communication Channels & Technology

! Infographics:

! Mission/Vision

! Communication Channels & Technology

! Preferred Partners

! Testimonials from happy customers

! Customer Imagery (booking, trouble shooting, support, saving me time & complimentary)

Demoing Tech & Listening to Our People

! SME demos of online tool (opportunity to utilize infographics from the "What is McDonald's Travel" section as SME demos tool and answers individual questions)

! SME demos of App

! Conversations area (SME's listen to needs of O/Os)

Choose your floorplan

Based on the information you provided in your intake form, your needs and space requirements we have developed the following two approaches to your floor plan for to choose between. These are detailed in the following pages.

In our upcoming design meeting you will select a floorplan for us to run with and fully develop with graphics. Please come with thoughts and direction if possible.

Floorplan Option 1

FEATURES AND BENEFITS

! Large brand graphic wall exterior with portal arch entrance

! Attendee steps into an immersive space immediately

! Wall separates presentation space from sit down work and conversation space to manage traffic flow and sound overlap

! Space will feel intimate

CONS

! Ambassador is not seen or accessible right away

! Greater commitment to enter enclosed space and walk toward reception desk ambassador

! Space is divided minimizing sight lines throughout space

! Space will feel smaller

SPECIFICATIONS

! Total booth size is 30’ x 50’ (1,500 SQ FT)

! Marquee height is 12’

FLOORPLAN KEY

Floorplan Option 2

FEATURES AND BENEFITS

! Ambassador is seen and accessible before entering the environment

! Environment is open with minimal dividing elements

! Visual sight lines are open to better see all interactions throughout space

! It will feel like a larger space overall

CONS

! Overall space will feel less intimate

! Combined presentation and work/conversation spaces without dividing wall will produce sound overlap

! Traffic flow will be less controlled

! More distractive environment overall

SPECIFICATIONS

! Total booth size is 30’ x 50’ (1,500 SQ FT)

! Marquee height is 12’

FLOORPLAN KEY

ZONE 1: BENEFITS TO CUSTOMERS

1.1 Entrance Marquee

1.2 SME Hosts

1.3 Sizzle Orientation Video

ZONE 2: WHAT IS MCDONALD'S TRAVEL

2.1 Infographics

2.2 Testimonials

2.3 Customer Imagery

ZONE 3: HOW WE SERVE

3.1 SME Demos of Online Tool

3.2 SME Demos of App

3.3 Infographics

3.4 Conversation Area

Choose your graphic approach

Based on the information you provided in our kick-off meeting we have designed the following two graphic approaches for to choose between. These are detailed in the following pages.

In our upcoming design meeting you will select one graphic approach for us to run with. Please come with thoughts and direction if possible.

Graphic Design Option 1

DESIGN

Bold, colorful layout with playful fry motif grabs the attention of attendees.

FEATURES AND BENEFITS

! Red, dimensional entrance gate features large McDonald’s Travel name and logo

! Larger than life photography is combined with bouncy fry motif to add movement and playfulness

! Bang for your budget

CUSTOMIZABLE FEATURES

! Fries could extend beyond the bounds of the walls or rigged overhead for added dynamism and visual energy

Entrance marquee

Interior Graphic Example

Graphic Design Option 2

DESIGN

Fresh and bright, this attention grabbing booth is warm and welcoming.

FEATURES AND BENEFITS

! Warm photography and simple color palette of gold and white

! Larger than life photography of people, travel and technology

! Clean and sophisticated graphics

CUSTOMIZABLE FEATURES

! Large entrance arch is eye catching and beckons Owner/Operators into the booth

Entrance marquee

Interior Graphics Example

Next Steps

In ta ke Form

! In take Form D istrib ution

! Rev iew w ith your Team s

! Gath er SLT app roval

! Sub m it In take Form to Luci Creative

K ick-O ff M ee tin g

! In -Person K ick-O ff M eetin g w ith Luci Creative

D e sign Rev ie w M ee tin g 1

! D esig n Rev iew M eetin g 1 on Octob er 4

D e sign Rev ie w M ee tin g 2

! D esig n Rev iew M eetin g 2 on Novem b er 8

D e sign A pprova l

! D esig n A pp roval M eetin g on D ecem b er 13