Industry News | August 29, 2012

Dairy Queen's Website Receives Responsive Redesign

Digital agency Space150 just unveiled a new website for International Dairy Queen that cuts through category clutter to more comfortably, quickly, and socially connect a customer with his burger or Blizzard.

“Customer experience is at the top of our marketing menu,” says Nick Blissenbach, senior marketing manager, integrated media, International Dairy Queen. “So whether you’re in a store staring at a menu or driving by with your smartphone, we want DQ customers to have a uniquely simple, satisfying experience. Our new site showcases our products above all else and makes it easy for customers to find the DQ nearest to them. It's as clear and responsive as we are in-store.”
 
Instead of attempting to provide all information about the brand and business, the new website puts menu items in focus. The new site is arranged as a carousel of menu items that customers can scroll or flick through quickly on a laptop, tablet, or phone. Set against clear, un-cluttered backgrounds, each item can be clicked for further information – including nutritional details – and other options.
 
Behind the scenes, everything runs on an entirely new content management system (CMS) built on the Epi-server CMS that provides greater speed and ability to serve complex images, different languages, and in a wide variety of customer locations. Discounts, promotions, and other short-term deals can be highlighted quickly based on the CMS platform.
 
Responsive design is a key focus for the new DQ.com website too. Whether visited on a tablet, smartphone, laptop, or desktop screen of varying sizes, the experience for the consumer is the same. The site offers bright, bold product images, simple navigation, and easy-to-find restaurant location information.
 
“It's true this new site is all about user experience,” says Jason Strong, Group Creative Director, space150. “But that means two things: beautiful design that creates customer demand as well as the technology under the hood to serve exactly the right information, experience, and usability to the customer wherever they are and whatever they’re doing.”