Burger King vs. UX

I was looking into fast-casual restaurants and ran into Burger King’s webpage. I actually got hungry by just looking at the pictures. But anyway, today is all about UX and why it is so important.

As Joanne Tombrakos said, “Your website is your digital storefront.” The experience that your business, brand, or product evokes on customers in your store should be transmitted the same way through your digital platforms. This experience includes feelings and sensations, so everything you do should have the same look and feel to avoid confusion and increase loyalty.

Now, let’s take a look ar Burger King’s website and mobile

The web page’s main purpose is for customers to order delivery or pick up their orders in the nearest store. The design is simple. The page is well organized and visual. You can see all the categories they offer, and once you click on the one that is of your interest, you can see all the items available arranged by name, price, calories, and a great image of the product.

The page is definitely user-centered because it makes the process of ordering food easy and personalized. After you click on the desired product, the page will display a full description and ask the customer for the desired size, toppings, condiments, vegetables, and even fries style that the customer wants to add to the order.

Let’s talk about aesthetics and design

The product page is clean. However, the design of their main page is something they could improve. There is too much happening at the top and yet, the bottom is too simple.

Most of the typography and colors are consistent with the brand and logo. This is part of the things that reflect the personality of the brand. However, they use a lot of brown trying to match the color of the bun in their logo. This color is not appealing at all, and the worst part is that they are using it in the “Call to action button”. They need a brighter color that gets the customer’s attention and actually makes them want to click on their offer. Yellow, for instance, is a good option that actually matches their logo.

Something important to mention is that Burger King’s digital platform has a responsive design.

Here is an example of how you would see it on your mobile device. The content is the same, but the design and features will adapt to the size of the screen.
Responsive design is key, especially in today’s world, as purchases through smartphones are becoming more and more frequent.

Content

The content you can find on Burger King’s webpage is basically the order feature. You can also see the nearest restaurant to pick up your order and current offers. They talk about their brand, but the content is hidden, and the design is boring.
Burger King is missing out on an incredible opportunity to make relevant content for customers. They have a huge flaw!! Take a look at this image.

They have an entire section of “trending” where they could be talking about relevant things. Maybe they could post about the most popular burger of the month, new recipes, products that are coming soon, food on their menu that is famous around the world, for example, they have the “Koru Burger” in Japan (black burger).

Koru Burger in Japan

Here’s a piece of advice. If you have a webpage, DO NOT LEAVE A SECTION BLANK, it looks as if the page is not finished, or that it’s not up to date. If you have a section like this on your page, it’s better to just delete it and post it later, until you have something relevant to share with your customers.

Some Final Thoughts

UX is key for brands to compete in today’s saturated market. It is important to maintain consistency through all platforms whether they are physical or digital. The image, perception, and experience of the brand must always be the same, from things like design and aesthetics to content, speed, and service.

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