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Chick-Fil-A
TEAM
1 Senior UX Designer (Me)
5 UX Designers
2 UX Researchers
2 Product Managers
7 Franchise Owners
THEMES
E-commerce
Cross-platform
Design Thinking
UI, UX
Guerilla Research
Outcomes
▲ #1 in App Store
▲ 28% App Sales
▲ 72% Reward Redemption
▼ 40% Checkout Time
Overview
Abstract
Through targeted UX redesigns and guerrilla research, we made small but impactful changes to the Chick-fil-A app, catapulting it to the top of the app store. By addressing key pain points in the checkout and rewards experience, these modest adjustments led to a 28% increase in app sales, a 34% boost in retention, and a 72% rise in reward redemptions. Interestingly, a humble cookie played a significant role in these improvements.
The Challenge:
Chick-fil-A struggled to secure the coveted number one spot on the app store charts. The primary issues identified were an unsatisfactory checkout and rewards experience, which hindered user satisfaction and engagement.
The Approach
The Approach
To tackle this challenge, we adopted a user-centered approach. Our strategy involved extensive user research, wireframing, prototyping, and usability testing. By fostering a collaborative environment among UX designers, developers, analysts, and restaurant staff, we could identify and address the core issues affecting the app's user experience.
My Role
As the project lead, I was responsible for managing and fostering a collaborative environment. My duties included aligning the team towards a shared goal, managing resources and deadlines, and ensuring open communication and transparency. I also played a key role in decision-making, problem-solving, and conflict resolution. Additionally, I encouraged continuous learning and growth within the team, keeping everyone updated with the latest UX trends and technologies.
Research
Methodology
Initially denied a research budget by corporate, I actively networked and built strong relationships with passionate Atlanta area franchise owners who wanted to improve their stores. Through numerous discussions, I secured their support to facilitate our research needs “under the radar” in there physical locations. Our efforts resulted in onsite interviews with 40 customers and 20 staff members, providing invaluable qualitative data on user experience, pain points, and expectations.
Findings
- Checkout Process: Many users found the checkout process cumbersome and time-consuming. Specific pain points included a confusing interface, numerous misclicks, and too many steps to complete a purchase.
- Rewards System: Customers were generally dissatisfied with the rewards system, finding it hard to understand and navigate. Many wanted simpler reward redemption options and clearer communication of available rewards. Our research revealed that users showed little interest in engaging with the various Chick-fil-A rewards systems, including Chick-fil-A One® membership tiers, points for purchase, exclusive offers, birthday rewards, and points sharing. Instead, users wanted these rewards to be more straightforward: cookies or cash. Chick-fil-A customers particularly favored cookies when redeeming rewards.
Key Inititiatives
Checkout Process Redesign
We redesigned the interface to be more intuitive by decluttering the screen and simplifying the navigation. We reduced the number of steps required to complete a purchase by consolidating multiple actions into a single screen and introducing a one-click checkout option. Additionally, we improved app stability by addressing bugs and optimizing the backend processes to ensure a smoother and faster checkout experience.
Cookies!
We made the most desired reward easily accessible during checkout. We would deliver a notification to the users phone when they were eligible for a free cookie. They could also seamlessly add it to their order during checkout, receive an equivalent discount, or opt out. This approach respected user preferences and integrated well with the existing rewards framework, minimizing any potential resistance to the initiative. We also simplified the reward redemption options by introducing a clear and concise rewards catalog, allowing users to easily understand and choose their rewards. Additionally, we enhanced the communication of available rewar
Simplified Reward Redemption
We introduced a clear and concise rewards catalog, allowing users to easily understand and choose their rewards. Additionally, we enhanced the communication of available rewards by making them linear and adding a progress tracker, ensuring users are always aware of their reward status.
Parting Thoughts
Streamlining Corporate Approval:
Getting a change implemented, even as a limited test run, involved navigating a labyrinth of approvals and sign-offs. Building bridges is a great way t o cut through that corporate maze. Having several franchise owners in our corner helped to break down barriers. We painted a vivid picture of the benefits these changes would bring. High-level presentations showcased potential ROI, ultimately gaining the approval of Product, UX, Engineering, Marketing, Operations, and Legal.
Results:
The work resulted in the Chick-fil-A app achieving the top position in the app store, leading to substantial enhancements in user experience and bolstering Chick-fil-A's standing in the fast-food industry. Key outcomes included:
- #1 spot in the app store
- Increased app sales: 28%
- Increased franchise repeat sales: up 16%
- Increased Daily Active Users: 26%
- Increased Monthly Active Users: 21%
- Improved retention rate of new app users by 34%
- Reduced average checkout time by 40%
- Increased reward redemption rate by 72%
- Reduced cart abandonment rate by 9%
- Improved app store rating from 4.7 to 4.9 stars
Reflections
Our journey is proof that resourcefulness and persistence, coupled with small but strategic changes, can lead to monumental success. We didn't need to apologize for our guerrilla research once we generated millions. A $2 cookie became the catalyst for $40 family meals. Having customers on platform is all upside. These seemingly minor tweaks created massive ripples throughout the business. It’s a reminder that the smallest enhancements, when placed thoughtfully, can drive profound transforma
