Mcdonald's malaysia
REINCORPORATING HUMANISING AND COMMUNITY ELEMENTS TO A MARKETING HEAVY WEBSITE
Background
As a leading fast-food chain synonymous with community engagement, McDonald’s Malaysia faced significant challenges to its brand image following recent events. To mitigate the impact on sales and restore its reputation as a champion of the local community, a comprehensive strategy was required to revitalize its corporate website.
A primary objective was to effectively communicate McDonald’s extensive charitable initiatives while aligning the website’s design with global standards. This necessitated a redesign of the corporate site and the adaptation of the existing design system used across multiple microsites and services to ensure consistency and relevance within the Malaysian market. By strategically reorganizing content, we prioritized key messaging to effectively address the situation and rebuild trust.
Client
McDonald's Malaysia
Area of Work
- Information Architecture
- Content Strategy
- UX Design
- UI Design
- Design System
Our Goals for McDonalds Malaysia
Enhance Authentic Engagement
Focus on capturing the essence of McDonald’s Corporate Social Responsibility (CSR) initiatives through genuine, candid content. Prioritise real, unfiltered stories over staged imagery to highlight the brand's authenticity and credibility across digital platforms.
Strengthen Community Collaboration
Foster deeper connections by sharing narratives directly from the community, featuring testimonials and stories from those who benefit from McDonald's CSR efforts. This approach emphasises the shared purpose between McDonald's and the communities it serves, building stronger, trust-based relationships.
Managing Design with Adaptable Design Library
Create a design management strategy that eliminates inconsistencies and ensures a unified visual identity. To achieve design flexibility while maintaining a scalable and consistent design system, use an adaptable Design Library.
Updating and Utilising Design Library
To expedite the design and development process for McD's frequent campaigns, contests, and events, we established a centralised design library. As part of the recent corporate website revamp, we aligned and updated these existing design elements to reflect the new brand identity.
Our goal was to maintain user familiarity while introducing a fresh look and feel, ensuring a seamless transition to the improved website.
Phase One Complete: A New Face for McDonald's Malaysia
We've successfully launched the first phase of our website revamp, focusing on the homepage and the Komuniti page. These pages now spotlight the people behind McDonald's and showcase our extensive charitable contributions. By incorporating a visually rich, people-centric approach, we've shifted the focus away from product-centric content.
The next phase will involve applying the new look and feel to the entire website, including a streamlined site structure to eliminate redundant pages.