Aramark
The power of human service
From strategy to creative territory to personalised
experience of hospitality service.
Context
Aramark is an American food service, facilities and uniform services provider that found itself needing a website refresh to match its quality of services offered.
The old website experience and brand felt tired and a little too visually aggressive for human service focused organization.
From establishing a creative territory to developing a narrative driven experience concept.
Problem
Aramark understood the previous digital brand and experience was becoming dated and did not reflect the quality, human and differentiated service offerings across industry and service lines.
The digital brand and experience was not matching expectations
The existing look and feel of the brand did not match the quality of services and experience provided.
Had no way to present their family of service brands as unique in appearance without completely deviating from Aramark brand and digital experience.
The current CMS was not providing the features desired in theming and consistency of experience.
Objective
Validating the new look and feel with users was one thing, the bigger objective we were faced with initially was alignment of a wide range of internal stakeholders and teams.
A fresh new look paired with a smart, structured CMS experience.
Successfully align stakeholders and users in a new creative territory and brand look/feel.
Apply the new look and feel to a redesigned system of components and design system to serve development efforts.
Re-platform the current experience to AEM
Establishing a creative territory to build from
Refreshing the brand look while staying in the boundaries of the existing branding. Introduction of a 'humanist' serif font and expanding focus on the secondary color palate for digital allowed us to breathe life into a brand that visually was not living up to the quality of the services offered.
During the initial design sprints we used the journeys of 2 people engaging with the website to bring the experience to life
Threading a selection of key moments of content and experience together in a more meaningful way.
First time user experience
The homepage and navigation needed to be simple and effective in ensuring users could self identify by industry and/or service and of course needed to be visually on brand and compelling.
Focusing users—Industry page & ‘Deselection Tool’
Within each industry or service line there was the need to guide users through various brands or solutions to find the right combination of hospitality services.
Branded service line landing pages
Accounting for the ability to flex navigation and brand to create unique presentation of content that speaks directly to each brands audience.
Built in theming at the component level
A portfolio is any method used to showcase your best work. No matter the industry, fashion, architecture, or design, there are tons of ways to display your work in order to get a new job or expand your audience or customers.
Personalized homepage experience on return
Accounting for curation of content and personalization of site experience when personalization qualifiers of time spent and pages visited met by user.
Why Aramark and company immersion—About us page
Designing for an immersive and rich brand story telling experience.
Results and outcomes
Along with the specific results below any re-platforming effort is significant in scale and effort. Taking the old site from Sitecore to AEM took significant skill in consulting, guidance and implementation.
20%
Increase in engagement on core service lines
Successful redevelopment and replatforming to AEM
Increase in mobile enquiry submissions
