MIS604- Requirements Engineering
Digital transformation is about culturally and technologically changing an organization to retain, regain, and attract customers (Mixson, 2021). McDonald’s has always embraced innovation. McDonald’s considered digital, delivery and drive-thru (3Ds) to create an easy and seamless user experience for their customers. They introduced McDonald’s reward program to strengthen their relationship with customers, which has over 21 million total members, with over 15 million members who are considered as active. “Digital transactions through apps (including delivery) or kiosks now account for a significant and growing percentage of McDonald’s major market revenue” (Barsky, n.d.).
According to McDonald’s Global CIO Daniel Henry, they work very closely with their customer experience team, competitors, and other consumer industries. They encourage hackathons, creativity, brainstorming, and idea-sharing. They regularly invite start-up and established companies to bring new ideas of innovation.
In 2017, McDonald’s, Australia launched MyMacca’s app so that customers can order ahead, skip the queue, save favourites, customise order, get exclusive access to all the best offers, and so much more. Currently, they are looking forward to improving customer experience, reliability, and some quality attributes in MyMacca’s app. They want to gain competitive advantage by matching the business processes with customer expectation through Artificial Intelligence (AI) and cutting-edge technologies. Enabled Solutions (Enabled | Digital Innovation made with Design Thinking, n.d.) is an Adelaide based software development company, where you work as a Business Analyst (BA). Your company have been selected from an idea sharing session held by McDonald’s and you have been assigned for requirement analysis of this project.
You need to research the market, community, competitor apps, and current technology trend to improve customer experience in MyMacca’s app. Some ideas are as follows. Geo-fencing capabilities can be used to determine when customers are approaching the restaurant and ensure the food order as fresh as possible. Customer should be able to choose pick-up location (front counter, drive-thru or kerbside) for orders made from the app. AI and data analytics can be used to provide personalized menu and exclusive offers in customer app. Payment part can be revisited to incorporate all 21st century payment options. Currently, the app supports Visa, Mastercard and Amex. More flexibility in earning and redeeming McDonald’s reward points, and discount offers will also add value towards customer satisfaction.
Customer base also need to be researched to identify the quality issues with the current version of the
MyMacca’s app. Currently, time behaviour (loading and response time), capacity to handle concurrent number of customers, and down-time/outage of the app are the big challenges.
Digital Transformation for McDonald’s Kiosks. (n.d.). Www.youtube.com. Retrieved March 25, 2022, from https://www.youtube.com/watch?v=DS6MWS5BIxs
Enabled | Digital Innovation made with Design Thinking. (n.d.). Www.enabled.com.au. Retrieved March 25, 2022, from https://www.enabled.com.au/
Barsky, N. (n.d.). McDonald’s Digital Transformation Special Sauce Is Curiosity. Forbes. Retrieved March 25, 2022, from https://www.forbes.com/sites/noahbarsky/2022/01/25/mcdonalds-digital-transformation-special-sauce-is-curiosity/?sh=3f1cd054e986
McDonald’s Digital Transformation – Wall Street is Loving It. (2017, July 6). MuleSoft Blog. https://blogs.mulesoft.com/digital-transformation/business/mcdonalds-digital-innovation/
McDonald’s Digital Transformation: Are we Lovin’ It? (2019, September 22). IT Enterprise. https://itenterprise.co.uk/mcdonalds-digital-transformation/
Mixson, E. (2021, March 11). McDonald’s Supersized Approach to Digital Transformation. Intelligent Automation Network. https://www.intelligentautomation.network/transformation/articles/mcdonalds-supersized-approach-to-digital-transformation
This Assessment requires you to respond to the case study provided by your learning facilitator. The same case study will be used for all three assessments so that you can develop insights into the different facets of Requirements Engineering.
For this assessment, you are required to produce an individual report of 1500 words (+/-10%) detailing a requirements elicitation plan for the case organisation. The report should contain the following:
A ) A Stakeholder Engagement Plan B ) An Elicitation Activity Plan
Please refer to the Instructions for details on how to complete this task.
Business Analysts work with organisations to improve organisational processes and systems. One of the most important parts of a Business Analysts’ job is to elicit requirements from stakeholders so that there is a clear understanding of what will be required from the new system. This requires a Business Analyst to understand who their stakeholders are, how to engage with them and which elicitation methods to use. This assessment aims to develop your knowledge and skills in this area and to lay down the foundation of knowledge for your future professional practice.
- Please read the case study provided by your learning
- Based on the given case study, you are required to write a 1500-word Requirements Elicitation
- Please read any relevant reading materials for Modules 1 and2 for this subject Plan how you will structure your ideas for your report and write a report plan before you start writing.
- The report DOES NOT require an executive summary or
- Structure of the Report:
- A professional custom title page with the subject code, subject name, assignment title,
student’s name, student number and lecturer’s name.
o Table of Contents
- An introduction (100-150 words) which will also serve as your statement of purpose for the This means that you will tell the reader what you are going to cover in your report. You will need to inform the reader of:
- The key concepts you will be addressing,
- What the reader can expect to find in the body of the report
- The body of the report (1200-1300 words) will need to cover two specific areas:
- Stakeholder Engagement Plan will include the following:
- Overview of available stakeholder identification
- List of stakeholders for the given case study while identifying the type of each stakeholder (internal or external), and their category (e.g., government, customer, partner, supplier, competitor, ). Please document each stakeholder using the following template:
|Stakeholder||Stakeholder Type||Stakeholder Category||Description|
- The power and interest of stakeholders are mapped on a Power/Interest (P/I)
- Justification of each stakeholder’s power and interest in the P/I
B. Elicitation Activity Plan
Select four elicitation techniques, for each elicitation technique answer the following:
- Justify why each elicitation technique has been
- Which stakeholders will be engaged in each elicitation activity and why?
- Provide a customized example of each elicitation activity for the given case
- The conclusion (100-150 words) will summarise any findings or recommendations that the report puts forward regarding the concepts covered in the
o Reference List
It is expected that students perform additional research and provide a minimum of five additional references in the field of elicitation techniques to add depth to your explanation of the Elicitation Activity Plan. All references should accompany DOI or references link.
- Appendix (if required)
- Report Format and Layout
- The report should use font Arial or Calibri 11 point, should be line spaced at 5 for ease of reading and page numbers on the bottom of each page.
- Diagrams and tables must carry the appropriate captioning (numbering, name, and resource).
- If diagrams or tables are used, please follow the APA 7th edition
- Due attention should be given to pagination to avoid loss of meaning and continuity by unnecessarily splitting information over two
- Assessment Rubric
You are strongly advised to read the rubric which is an evaluation guide with criteria for grading the assignment. This will give them a clear picture of what a successful report looks like.