This document outlines the schedule and details for the Kellogg Design Club Business Design Challenge competition. Teams will participate in workshops on design process, brainstorming, prototyping, and storytelling. They will submit a concept to address McDonald's challenge of increasing customer loyalty while reducing waste. Finalist teams will present their solutions and network with design professionals on November 15th. The competition aims to help students develop innovative problem-solving skills through applying design thinking methods.
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
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
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
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
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
40. 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
41. 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
42. 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
43. 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
44. 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
45. 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
46. 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
47. 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
Notas do Editor
Talking Points:In developing countries, doctors overwhelming rely on clinical diagnoses, but clinical examination is unreliable and inaccurate: http://archpedi.ama-assn.org/cgi/content/abstract/154/4/391In Indian clinics, for example, there is a virtual absence of devices to diagnose or treat babies with jaundice. Because kernicterus is highly time sensitive, the ability to treat these patients closer to their homes is critical. During our fieldwork, we learned that in nearly all cases of kernicterus at the urban hospitals we visited, the babies arrived too late for rural areas; they already had irreversible brain damage. In Africa and Asia, where babies’ skin tends to be darker in color, clinical diagnoses is even more difficult, and therefore less accurate. Stories:An estimated 12% of all Indian babies need phototherapy. A government, district hospital in Bihar, which relies almost exclusively on clinical diagnosis, is treating less than half a percent of its newborns with phototherapy.
Talking Points:In developing countries, doctors overwhelming rely on clinical diagnoses, but clinical examination is unreliable and inaccurate: http://archpedi.ama-assn.org/cgi/content/abstract/154/4/391In Indian clinics, for example, there is a virtual absence of devices to diagnose or treat babies with jaundice. Because kernicterus is highly time sensitive, the ability to treat these patients closer to their homes is critical. During our fieldwork, we learned that in nearly all cases of kernicterus at the urban hospitals we visited, the babies arrived too late for rural areas; they already had irreversible brain damage. In Africa and Asia, where babies’ skin tends to be darker in color, clinical diagnoses is even more difficult, and therefore less accurate. Stories:An estimated 12% of all Indian babies need phototherapy. A government, district hospital in Bihar, which relies almost exclusively on clinical diagnosis, is treating less than half a percent of its newborns with phototherapy.
Talking Points:In developing countries, doctors overwhelming rely on clinical diagnoses, but clinical examination is unreliable and inaccurate: http://archpedi.ama-assn.org/cgi/content/abstract/154/4/391In Indian clinics, for example, there is a virtual absence of devices to diagnose or treat babies with jaundice. Because kernicterus is highly time sensitive, the ability to treat these patients closer to their homes is critical. During our fieldwork, we learned that in nearly all cases of kernicterus at the urban hospitals we visited, the babies arrived too late for rural areas; they already had irreversible brain damage. In Africa and Asia, where babies’ skin tends to be darker in color, clinical diagnoses is even more difficult, and therefore less accurate. Stories:An estimated 12% of all Indian babies need phototherapy. A government, district hospital in Bihar, which relies almost exclusively on clinical diagnosis, is treating less than half a percent of its newborns with phototherapy.
