AEM Migration
The context
McDonald’s Switzerland called upon Eminence to help them migrate their website from the DJANGO Framework to Adobe Experience Manager (AEM), whilst ensuring three objectives were achieve:
- Improvement of the Customer Journey
- Optimization of the UX and CX
- Simplification of the integration of new functionalities on the website.
Results
-
37 %
More users
-
700 k
Visits
-
47 %
Increase in page views with the new website
Would you like to increase your performances?
Client presentation
McDonald’s is an American fast-food chain with over 31,000 franchises around the world.
In Switzerland, McDonald’s is one of the largest employers with 160 restaurants throughout the country.
The challenges
01. Adapt to the technical requirements imposed by McDonald’s global
02. Align AEM with market needs in terms of functions and modules
03. Be able to easily add new functionality to the website
04. Respect the brand identity requirements
05. Provide the best UX/CX and meet the website’s objectives
06. Propose a new tracking strategy to improve the customer journey
07. Maintain and improve site traffic
08. Collaborate with multiple partner agencies located in different geographic clusters
Our strategy
Steps:
- Definition of website specifications based on business analysis, customer behavior and business objectives.
- Server specifications
- SEO migration plan
- Configuration of the CMS and its different functionalities
- Linking AEM to the third-party API (restaurant management, product management, etc.)
- GDPR compliance
- Server migration
- Implementation of a tracking strategy
What we did:
We migrated the McDonald’s Switzerland website from the DJANGO Framework (based on the PYTHON language) to Adobe Experience Manager (AEM).
Adobe Experience Manager (AEM) is a solution designed to create and manage digital customer experiences across multiple channels: web, mobile apps and communities.
In the case of McDonald’s, on top of the website migration, we also migrated the server and the SEO.
Eminence collaborated daily with the McDonald’s Switzerland marketing team in Crissier and the McDonald’s Chicago AEM technical team, to define the CMS architecture while bearing in mind the brand’s strategy and vision.
We also worked with McDonald’s partner agencies, some of which are based in the United States. Eminence’s teams spent time organizing the project ahead so that every action could run smoothly among all the parties involved. The time difference with McDonald’s Chicago technical teams required us to adjust our work schedules to adapt to their time zone.