Chick-fil-A

Challenge Promotions

Chick-fil-A was in process of testing out multiple promotion types with various desired outcomes. One of the promotions was Free In Cart. The promotion goal was to increase cart totals and nudge users to order within a certain time period by offering a free item. I worked as the Design Lead on the project along with a Project Manager, Sr UX Director, And Product Manager.

Design first looks

One of the first things we did on this project was to take a look at the restaurant selection screen for the app and the web ordering platforms. It had become a default place to insert so many different messages in the ordering flow. We audited the content and created a hierarchy for showing all the messages. We also included a little face lift to the designs and incorporated some additional design changes being worked on in tandem by another team.

Design and Iteration

After cleaning up the restaurant selection screen, we started to build designs for all the intial screens. We based some of the initial thinking around an existing promotion, but made updates based on the continued evolution of our design system and made modifications based off the unique needs of this promotion. We also created for both the app and the web ordering platform.

There were 40,805 people who completed an order challenge out of the 378,133 challenges that were initiated. The slight edge goes to the points incentive with 20,628 completed vs the 20,177 waffly fry completions. That means 10.8% of the people who opened up the app in a place where their predicted location was in one of the test markets came to CFA and spent more than $10 3+ times in 2 weeks. Within 24hrs of the waffle fry reward being sent out to customers, 1,916 redeemed their reward.

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