Paul Kelley Creative

Wendy's

Work

UI /UX

Leadership role for Wendys.com, overseeing both the website, in-store kiosk, areas of the mobile app, and customer communications. The position came with the added perk of a Wendy's Frosty key tag.

/CLIENT: Wendy's /ROLE: GCD

Leadership role for Wendys.com, overseeing both the website, in-store kiosk, areas of the mobile app, and customer communications. The position came with the added perk of a Wendy's Frosty key tag.

/CLIENT: Wendy's
/ROLE: GCD

Wendy's.com

Stepping into Wendy's.com creative leadership role revealed a neglected digital platform, worsened by their recent split from a digital agency. To rebuild trust and enhance user experience, we prioritized quick fixes and strategic improvements. Our approach focused on addressing immediate issues while implementing larger initiatives to boost usability and sales.

We created a transformative redesign that modernized our site to align with Wendy's brand essence. We streamlined system designs for improved functionality and introduced Wendy's unique voice across the platform, ensuring a cohesive user experience. Prioritizing inclusivity, we met accessibility standards and personalized user journeys with dynamic content strategies. Our revamped membership and rewards programs, spanning .com to app platforms, were infused with customer insights for a unified digital experience. We boosted visibility through an SEO optimization plan, simplified website navigation, optimized the order process, and enhanced CRM communications for targeted engagement. Additionally, we transitioned from Sketch to Figma, optimizing our design workflow for greater collaboration and efficiency.

In-Store Kiosk

Similarly, the kiosk needed the same attention and would follow the same approach as .com. Utilizing the same codebase made it easier and more efficient for us to synchronize the two. Unfortunately, a process had never been established to govern them, so the experience and design had become separate and inconsistent.

Our task was to bring consistency to Wendys.com, the mobile app, and the kiosk, creating a seamless experience.

We identified friction points in the ordering process and redesigned the kiosk interface to simplify navigation, highlight key menu items, and improve customization options. By introducing a more intuitive flow and visual hierarchy, we enhanced both speed and user satisfaction. Post-launch, the updated kiosk experience contributed to a measurable increase in order accuracy and a 20% boost in kiosk usage across key markets. This success reinforced the importance of data-informed design and cross-functional collaboration in driving business outcomes.

The most personalized Mustang ever. Three individuals authentically express their distinct personalities through their passions and the customization of their whip. Included a handful of my BTS photos.

customer
communications

We comprehensively redesign of the brand’s customer communication strategies. This included developing engaging, visually cohesive email campaigns and optimizing push notifications to better connect with customers. By focusing on personalization and streamlined user journeys, we successfully enhanced customer engagement, drove higher conversion rates, and reinforced Wendy’s distinct brand voice across all touchpoints.