Problem-Solving Capability

Decision-making Research

Re-Imagining

Services

1. A behavioural Science primer

2. Psychology in action: EOTF

3. What the literature tells us

4. Three core challenges

Your brain is made of two systems.

System one is fast, intuitive and effortless. 

For example, do you prefer dogs or cats?

Let's take another example.

Imagine you land on an alien planet and discover two new intelligent lifeforms. Which of the following do you think is called Kiki and which one is called Bouba?

A

B

99% of people across the world choose this...

Bouba

Kiki

With the person next to you, discuss why you think this is

Kiki > Teeth > Bite > Sharp > Kiki

What is 8,992 x 19.86?

Welcome to system two.

A bat and a ball cost £1.10

The bat costs one pound more than the ball.

How much does the ball cost?

Ball: 10p Bat £1.10 Total £1.20

Ball: 5p

Bat £1.05

Total £1.10

Decision making is rarely rational.

Wherever possible, we prefer to use system one.

How we collaborate

How we remember

How we make decisions

How might this impact a food & beverage environment?

How might this impact our experience inside McDonald's?

Choose

Order

Receive

Consume

Dispose

Multi-item Priming

Reducing Loss Aversion

Attention Cues

Choice Architecture & Salience

Designing for working memory

Gestalt Principles: Similarity

Framing Effects: Variant Pricing

Price Anchoring: New vs. Traditional

Cognitive Dissonance & The Health Halo

Content Hierarchy & Improvised Preferences

Impulse Upsells

Choose

Order

Receive

Consume

Dispose

Privacy & Control

Choose

Order

Receive

Consume

Dispose

Queue Chunking

Wait time feedback

How might we differentiate the journey for healthy options?

What might colonoscopy teach us

about driving guest count?

Imagine the perfect holiday - where would you go?

Would you pick the same place if you couldn't remember it?

Experiencing self vs. Remembering self

Experiencing

Self

Remembering

Self

300 milliseconds

The                           Advantage

Different services create different memory profiles

Memory Profile Predicts Visit Intent

How might we enhance 'healthy eaters' memory of their experience? Could delivery be the perfect platform?

What does the literature say about driving healthy eating?

1. Shift attention & focus

2. Enhance expectations

3. Frame the choice

4. Increase accessibility

5. Optimise for memory

x5

3 core challenges for McDonald's to drive healthy eating

Hedonism vs. Health mindsets

Co-existing Propositions

Managing the Health Halo