Chick-fil-A, Good job on the Web UX
As one of the largest fast-food restaurant chains, Chick-fil-A is my favorite. Actually, I would rather call it a fast-casual restaurant since customers can have a sense of fine dining there. The environment inside is likely to let the customer enjoying the meal, while the word “fast” is the other symbol of Chick-fil-A.
Website UX
The image shown on the top of this blog is a screenshot of Chick-fil-A’s website on desktop. It’s pretty straight forward — you can see the items once you visit the website. The image, name, price, and Calories come together. That makes it very useful. On top of the site, the first link is Menu, which is the default setting so when you visit the site you will be automatic direct to the link. The next are Stories and About, aiming to tell the visitors some facts about themselves. I believe the design is to get your order, to introduce their development, and to show their new stories. In this way, the website’s purpose is clear. The site has a simple design, meaning for most users it is a pleasure to use, and easy to read. In addition, the content images are very attractive and relevant, when I see the sandwich, I immediately think about the taste, I would say it’s engaging. Those indicate that it is user-centered. The site uses a white background, giving the customer a feeling of clean and simplistic. And, the Menu lists food with order and symmetry, which highlights another Aesthetics — order. Overall, I think the aesthetics reflect the brand personality. As for customer service, they do use AI to ease conversion. There are multiple-choice questions for the customers to choose, and the customers can easily find a case suit them best. At the bottom of the website, Chick-fil-A advises the customers to join “Chick-fil-A One” to earn points and redeem rewards, furtherly engage the visitors to get involved.
Mobile Website UX
Chick-fil-A also has a website for mobile devices. As shown below, the website is quite similar with the desktop one. They have the same background image, which is the new Kale Crunch Side they provide. Chick-fil-A also designed a white background to be transparent aesthetics. I tried to visit its website using an iPad, I did it. In this way, Chick-fil-A’s website is designed to be responsive. It adapts to platform size and orientation. And for the length, the Mobile version is half shorter than the one shown on PC. This is a user-friendly symbol. Comparing with the infinite scrolling, I enjoy much more browsing Chick-fil-A’s Mobile website.
In conclusion, Chick-fil-A does a good job on Web UX. It is designed with the target audience in mind, with clear purposes. It is responsive, user-centered, and easy to convert. The aesthetics reflect the brand personality — simplistic, clean, and order. Those features imply that Chick-fil-A does make an effort on designing its Web UX.
You definitely should visit Chick-fil-A at least once if you have not done yet.
