Whataburger

 
 
 

User Experience

Whataburger customers are devout to the juicy burgers and hot chicken coming out of their local orange-and-white steeples. How could we translate that very physical, sensory experience to an equally stimulating digital realm? We were tasked with discovering what types of digital content would be most and least welcome by Whataburger customers. To find out, we developed different content ideas and tested them in a research setting. Through our testing, product-centric ideas emerged as the most viable path to a successful digital experience. There is room for a little bit of company, recruiting, merch and community, but 75% of the data pointed towards a product focus as the winning direction. We created an early content strategy direction and foundation for brand loyalty program development and ultimately gave Whataburger a better handle on what their target audiences wanted more and less of from their digital media experience.