Chick-fil-A Large Display Interactive System Design

Background

My Role

As the lead UI/UX designer for the Chick-fil-A large display interactive system project, I spearheaded the conceptualization, design, and testing phases of the interface. My primary responsibilities included conducting comprehensive user research, developing initial design concepts, and refining these into fully functional prototypes. Working closely with a team of developers and marketing strategists, I ensured that every design element aligned perfectly with Chick-fil-A's brand identity and business objectives.

Key Achievements

• User-Centric Design Leadership: Guided the design process from a user-centered perspective, focusing on creating an intuitive and engaging user interface that simplifies the ordering process and enhances overall customer satisfaction.

• Enhanced Brand Consistency: Played a crucial role in maintaining brand consistency across all digital platforms, ensuring that the new kiosk design seamlessly integrates with existing Chick-fil-A digital experiences like the Chick-fil-A One app and online ordering system.

• Accessibility Improvements: Championed the inclusion of accessibility features, such as high-contrast visuals, text-to-speech functionality, and easy navigation, making the system usable for customers with varying abilities.

Reflections

This project not only reinforced my ability to tackle complex UX challenges but also highlighted the importance of aligning technological solutions with strategic business goals. Through a deep understanding of Chick-fil-A’s customer base and operational needs, I was able to deliver a product that not only meets but exceeds user expectations, ultimately enhancing the dining experience and fostering brand loyalty.

Secondary Research

In developing the Chick-fil-A large display interactive system, our secondary research aimed to deeply understand the features that influence customer satisfaction with self-service kiosks (SSKs). By examining scholarly articles, industry reports, and existing systems, we identified critical user needs and design elements that significantly enhance user experience.

Key Findings

• Ease of Use: Research highlighted that the simplicity of the interface plays a crucial role in user satisfaction. Systems that minimize user steps to complete tasks and provide clear, concise instructions are preferred, as demonstrated by successful implementations in ATMs and other kiosks.

• Avoidance of Service Personnel: Many customers appreciate the autonomy that SSKs offer, allowing them to perform tasks at their convenience without human interaction. This aspect was especially important for users who prioritize privacy and speed during their transactions.

• Time Savings: Fast and efficient transaction processes are critical, with customers valuing systems that significantly reduce waiting times compared to traditional counter services. Enhancing the speed of interactions through optimized navigation and quick processing capabilities was identified as a key satisfaction driver.

• Customization and Personalization: Allowing users to customize their orders and tailor the service to their personal preferences leads to a more engaging and satisfactory experience. This includes options for food customization, language choices, and accessibility settings.

• Design and Aesthetics: The visual appeal of the interface, along with functional design, impacts customer satisfaction. An attractive, modern design that aligns with brand identity encourages users to interact more frequently and positively with the kiosk.

Competitors Analysis

We also examined the SSK systems of major competitors like McDonald's and Tim Hortons. These insights helped us understand the strengths and weaknesses of current market leaders:

• McDonald's: Known for its effective upselling strategies and multilingual support, which broadens its appeal across diverse customer segments.

• Tim Hortons: Stands out for its user-friendly design and extensive customization options, catering to a wide range of customer preferences.

Check the following screenshots of our competitors' Kiosk

McDonald's

Tim's

Problem Statement

Core Challenges

In the development of the Chick-fil-A large display interactive system, we identified several key challenges based on extensive secondary research and competitive analysis:

Identified Problems

• Inefficient Ordering Process: Customers often experience frustration due to slow or complicated ordering processes at kiosks, leading to long lines and increased wait times.

• Lack of Personalization: Existing kiosks do not offer sufficient customization options, failing to meet the diverse dietary preferences and needs of Chick-fil-A's customer base.

• Limited Accessibility: Many current kiosk systems do not adequately cater to users with disabilities, limiting their ability to use the service independently.

• Inconsistent User Experience Across Platforms: There is often a disconnect between various digital platforms (mobile apps, online services, and kiosks), which can confuse customers and dilute brand identity.

Product Visions

The vision for the Chick-fil-A large display interactive system is to revolutionize the fast-food ordering experience by leveraging cutting-edge technology to deliver a seamless, enjoyable, and personalized customer interaction. We aim to set a new industry standard where technology not only serves functional purposes but also significantly enhances overall customer satisfaction and brand loyalty.

Goals of the Product

• Enhance Customer Efficiency: Reduce average transaction time and eliminate perceived wait times by streamlining the ordering process through an intuitive user interface.

• Increase Personalization: Offer a high level of customization in the ordering process to meet diverse customer preferences, ensuring every customer feels their needs are understood and catered to.

• Improve Accessibility: Ensure that the kiosk is accessible to all customers, including those with disabilities, reflecting Chick-fil-A’s commitment to inclusivity.

• Strengthen Brand Consistency: Maintain a consistent brand experience across all digital platforms, reinforcing Chick-fil-A’s values and enhancing customer trust and recognition.

Product Design

Design Process Overview

The design process for the Chick-fil-A large display interactive system was meticulously planned and executed to ensure that every element of the user interface enhances the customer experience. The process was structured into distinct phases, each building on the insights and feedback gathered from the previous one, to refine the functionality and aesthetics of the final product.

Low-Fidelity Prototyping

• Conceptualization and Sketching: Initial designs began with hand-drawn sketches that outlined the basic layout and navigation paths of the kiosk. These low-fidelity prototypes served as a visual starting point for discussions and early feedback, emphasizing user flow and ease of interaction.

• Iteration and Feedback: Using feedback gathered from stakeholder reviews and user focus groups, these initial sketches were iteratively refined to address any usability concerns and to better align with Chick-fil-A’s brand standards and customer needs.

High-Fidelity Prototyping

• Interactive Prototypes: With the foundation set by the low-fidelity prototypes, the high-fidelity phase involved creating detailed, interactive versions using design tools like Adobe XD and Figma. These prototypes incorporated final design elements such as color schemes, typography, and complex interactions.

• User Testing and Refinement: High-fidelity prototypes were subjected to rigorous usability testing. Feedback from these sessions was critical in making final adjustments to the design, focusing on enhancing the user experience and ensuring operational efficiency.

• Prototyping and Testing: Interactive prototypes were created to simulate the actual user experience. These prototypes were extensively tested with users to validate the design decisions and to gather more targeted feedback on specific functionalities like the real-time appointment booking and the communication portal.

Customize Page

HomePage

Conclusion

This project was a profound affirmation of my design philosophy, which prioritizes empathy, functionality, and aesthetic coherence. By deeply engaging with user feedback and applying iterative design principles, we were able to create a product that not only meets but anticipates and exceeds user needs.

Lessons Learned

• The Value of User Feedback: Continuous interaction with users throughout the design process was invaluable. It highlighted the importance of being responsive to user needs and flexible in making adjustments.

• Collaboration Across Disciplines: Working alongside developers, marketers, and corporate stakeholders taught me the importance of a collaborative approach to product design, where diverse perspectives can greatly enrich the final outcome.

• Commitment to Accessibility: This project reinforced my commitment to inclusivity in design. Ensuring accessibility from the outset leads to a better product and a wider audience reach.