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COVID-19 disrupted routines across the nation—and the world. However, one thing stayed the same: the Drive-Thru. Together, with Epsilon, McDonald’s saw an opportunity to help restore a sense of familiarity in a society where normal doesn’t feel so normal anymore.
As part of its recovery strategy, McDonald's identified situations where people could benefit from quick, convenient food while keeping safety top of mind. Here, we looked at the weekend road trip fueled by exclusive daily deals, $1 any size soft drinks, and a how-to guide for contactless Mobile Order & Pay.
We communicated these benefits through thoughtful, approachable design/animation with a clean, well-established content hierarchy. By positioning the Drive-Thru as the easy way to enjoy favorites on the go, McDonald’s safer alternatives to dine-in while encouraging digital transactions through the App. All while inspiring people to get back out there, satisfy their cravings on their journey anywhere but home.
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Looks aren’t everything. Does this email follow key accessibility best practices? Our friends at Litmus ran the test.
Emails should have a "meta content-type" and defined character set.
Without a [lang] attribute, screen readers will assume the email is in the default language the subscriber chose when setting up their screen reader. If your email is not in that user’s language, the screen reader may not accurately transcribe your message.
Email headings should be well structured. This will help screen readers easily navigate content.
Specifying "alt text" for these images helps screen readers describe the image.
Table roles should be clearly defined. This helps screen readers determine how to interpret the table.
Larger paragraphs of text should be left-justified to improve readability for some readers.