In 2011, a major upgrade to the AboutMcDonalds.com website provided an opportunity to rethink how McDonald’s Corporation presented its sustainability efforts to the public. The new site would allow for a unified sustainability message and for the site to become a resource for sustainability. It would integrate McDonald’s CSR/sustainability reports, consolidate the two previous websites and provide a showcase for McDonald’s signature sustainability programs.
A single sustainability section was created on the new website designed to be informative, easy to navigate, dynamic and eventually interactive. By integrating the sustainability report into the website, recent activities and accomplishments can now be highlighted in the “Our Focus Areas” section. At the same time, all of the supporting policies, programs and past best practices can be archived into the Sustainability Library for reference. Additional modifications:
- Simplified navigation – orienting around McDonald’s five sustainability focus areas: Nutrition & Well-Being, Sustainable Supply Chain, Environmental Responsibility, Employee Experience and Community;
- Brought signature programs, like the Best of Green, to the forefront of the sustainability section;
- Updated the content and removed redundant and out-of-date material; and
- Developed a design framework that is both easy to update and adaptable to future developments in sustainability at McDonald’s.
In implementing these changes, McDonald’s:
- Reduced user confusion by utilizing a common navigation system and limiting graphic buttons;
- Created a resource through the development of the Sustainability Library, which serves as a repository for past reports, interesting sustainability stories and ongoing reference material; and
- Gave higher visibility to the Signature Programs.