Chick-fil-A
Menu Landing Page
Chick-fil-A’s top viewed webpage is chickfila.com/menu, getting 11m page views per month on average. Instead of having a menu landing page the website previously defaulted user to a menu category page, entrees. By defaulting users to this single category page we were not allowing users to truly explore and discover all that CHick-fil-A has to offer with their menu. I worked as the Design Lead along with a Project Manager, Sr UX Director, And Product Manager to create a new menu landing page. The goal of the page is to allow users to explore the full breadth of Chick-fil-A menu to increase category and item visibility for the regular menu, and also highlight the limited time menu items. And of course ease of ordering. We focused on the desktop experience because based of data, the mobile experience already had a landing page that with some minimal design tweaks we could easily upgrade the experience.
Wireframes
We started off the process by creating wireframes for different ways we could lay out the page and tell the story of the Chick-fil-A menu and food philosophy with branded content.
Design and test
After initial rounds of designs we landed on 4 options to present to clients and stakeholders. Followed by a couple of design rounds we landed on 3 designs that the clients loved. Because of the high visibility of the menu and being the number one reason to visit the site, AKQA and Chick-fil-A decided to utilize sentiment testing on the designs. And from the results move forward with the selected design. Ultimately, all three design concepts scored above 90/100 and we didn’t have a clear design that out performed the others. The Chick-fil-A team ultimately moved forward with the 3rd option because it blended business needs with branded content.
Design and Test Again
We moved forward with the chosen design and made some design updates to the menu category pages and utilized usertesting.com to test users being able to find certain products and prove the usability of certain choices we made outside of the original design sentiment testing.