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One of my more interesting client experiences has been McDonald's. It's an iconic brand and the teams there are used to top shelf work—so the high creative and production standards excited me from the start! We were asked to create a touchscreen kiosk experience to push to franchise owners a new digital "market" for corporate-vetted hiring technologies, as well as McDonald's own just-launched talent IP, McHire. Really cool was that it was a from-scratch effort and I was involved end-to-end. My small team on this included an animator, implementation consultant and myself.
Shown are kiosk mock ups, an original icon set (these were animated icons), and the storyboard for the "attraction-screen", which is important for the walk-by, attention starved trade show audience.
The kiosk was fully custom designed. I planned the UX and all content needs, did the interface writing and edited tech partner-supplied video and copy to suit a kiosk experience and touchscreen navigation. McDonald's also wanted us to use a combination of their Feel Good design platform and elements of their people brand completed by the Leo Burnett ad agency. Many of our icons and animations needed to be newly designed for our specific GUI needs and a talent-focused audience. To help ensure adhesion to the retail brand (a look our franchise owner customers would be familiar with) I visited restaurants to get input from food-order kiosks.
Because of my focus in employer brand and my employer's tech partnerships, I already was aware of most of McDonald's Tech Shop participants, such as SmartRecruiters and Textio. This helped me as for each one we had to create videos to familiarize kiosk users with each technology. These videos could be selected and viewed at the kiosk. I wrote all the copy, and for visual content used a combination of partner video with their brand elements, plus our own original animated icons as well as McDonald's brand elements, such as font and color and the melting cheese transition.
Example of a video that would have been seen if a user drilled down into this technology's information on the kiosk, in this case, Google Assistant, Alexa, Olivia by Paradox, and McHire's "Apply Thru" voice apply experience.
All video, kiosk and trade show work needed to look "McD" but also respect the tech's brand identity. The balance of footage was either shot in New York City, Phoenix or Chicago at a restaurant or at their global headquarters. I coordinated studios to shoot each location to the same specs and direction, and attended only the Chicago shoot where we also did on-camera interviews of talent operations people and franchise managers and owners.
Tradeshows are experience designs. You need to attract, engage, retain and reward attendees. Beyond the kiosk we provided a booth video to grab attention, QR code to a website that duplicated the kiosk content for attendees not using the touchscreen, printed sales material, and swag ideas.
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