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Award: Wood Pencil

Wood Pencil / Websites / Interface & Navigation / 2010

You’ve all heard it: at Burger King, you can have it your way. But the old BK.com didn’t live up to that promise. It was rigid and finite. The new BK.com changed all that. Users could adjust a series of sliders to have the content (Fun, Food, or King) delivered just how they wanted. We also designed a meal builder that let people create their own burgers. Users liked having it their way. Traffic rose instantaneously and people spent an average of three and a half minutes on the site. To date, nobody has dialled the Fun slider down to zero.

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