UX design & direction
McDonald's wanted to reach a broader audience traditionally associated with franchising as well as increase the quality of candidates applying.
Through research we identifed four distinct franchisee profiles.
Spent a number of years building up a retail/service business.
Had a successful career in business and reached the point where they wanted to work for themselves.
Already come to the end of their previous work life.
Previously owned a franchise with a smaller brand.
From our research we identified that potential franchisees wanted more information up front and more stories they could relate to.
We broke down the user journey into three distinct phases:
The positioning of the site content was based on each stage of the user journey.
We identified franchisee stories that would appeal to our distinct audiences and created unique landing pages for each. As well as providing more relevant content this also gave us the opportunity to directly target these groups.
To ensure information was easy to find we performed tree tests on the architecture and user tested early prototypes.
We also had to consider how to best use the modular templates from the global McDonald's site.
Subtle tints of the McDonald's colour palette to give the site its unique look and showing the franchisees in a natural way helped appeal to a wider audience.