We have ketchup in our blood

McDonald's Switzerland
Relaunch mcdonalds.ch
Concept & Design
SinnerSchrader, SinnerSchrader Swipe
Programming
SinnerSchrader Swipe
Platform
Web

Challenge

The challenge was to design and execute a contemporary website for McDonald’s Switzerland. One that meets the tastes of a young target group in the form of a consistent “mobile first” application. The page should also clearly translate the campaign language “Enjoy the now” both in terms of visuals and usability. And in a playful and never seen before way. A further objective: to illustrate the product diversity, the origin of the respective ingredients, their value-added chain and nutritional values in a fresh and trustful manner – so that McDoubters will also be fed up of their eternal finger-pointing in the long run.

Result

“Enjoy the now” – in the here and now! The new brand image for McDonald’s focuses on the time of use. The user is always inspired by an appropriate holistic frame of mind: by moods, menu recommendations up to the right form of address. This sleek and intuitive page gives absolutely everyone the right time for their McDonald's moment. The supervising editors and contributing agencies, too. That is because they can update and manage any given content in three languages thanks to the intuitive CMS and modular architecture.

Adaptive Homepage

The ravages of time: Through a systematic adaptive appearance, the homepage approaches the specific moments of the user by tailoring recommendations, information and moods according to the time of day and audience.

Store Finder

Eyes on the goal: the Storefinder is optimised for mobile devices and linked to Google Maps Routing so that everybody is always able to find the McDonald’s restaurant they are looking for – and how to get there. It also displays all store information, images and clips.