Fall 2015–Fall 2016 • Wondersauce
Team Members:
Team Members:
America’s most beloved restaurant chain was ready for a complete redesign and reimagining of their online presence.
Working together we created a new site that’s both a storytelling and information hub that serves as a digital extension of their restaurants. The site features localized menus and pricing and content that adapts based on location, time of day, and customer preferences.
America’s most beloved restaurant chain was ready for a complete redesign and reimagining of their online presence.
Working together we created a new site that’s both a storytelling and information hub that serves as a digital extension of their restaurants. The site features localized menus and pricing and content that adapts based on location, time of day, and customer preferences.
America’s most beloved restaurant chain was ready for a complete redesign and reimagining of their online presence.
Working together we created a new site that’s both a storytelling and information hub that serves as a digital extension of their restaurants. The site features localized menus and pricing and content that adapts based on location, time of day, and customer preferences.
America’s most beloved restaurant chain was ready for a complete redesign and reimagining of their online presence.
Working together we created a new site that’s both a storytelling and information hub that serves as a digital extension of their restaurants. The site features localized menus and pricing and content that adapts based on location, time of day, and customer preferences.
Goals
Chick-fil-A wanted to bring all their digital properties together under one roof. Over the years they had amassed quite a collections of one-off site for "this and that, and that, and don't forget about this one, and oh... I'd never actually seen this one before, and who knew this one existed?" And so on and so forth. Get the picture? We worked really hard to understand all the content we were being asked to consolidate, looking not just at what it was, but what it might belong with, who the intended audience was, and asking where it fell in a hierarchy with the other content.
Chick-fil-A wanted to bring all their digital properties together under one roof. Over the years they had amassed quite a collections of one-off site for "this and that, and that, and don't forget about this one, and oh... I'd never actually seen this one before, and who knew this one existed?" And so on and so forth. Get the picture? We worked really hard to understand all the content we were being asked to consolidate, looking not just at what it was, but what it might belong with, who the intended audience was, and asking where it fell in a hierarchy with the other content.
Chick-fil-A wanted to bring all their digital properties together under one roof. Over the years they had amassed quite a collections of one-off site for "this and that, and that, and don't forget about this one, and oh... I'd never actually seen this one before, and who knew this one existed?" And so on and so forth. Get the picture? We worked really hard to understand all the content we were being asked to consolidate, looking not just at what it was, but what it might belong with, who the intended audience was, and asking where it fell in a hierarchy with the other content.
Chick-fil-A wanted to bring all their digital properties together under one roof. Over the years they had amassed quite a collections of one-off site for "this and that, and that, and don't forget about this one, and oh... I'd never actually seen this one before, and who knew this one existed?" And so on and so forth. Get the picture? We worked really hard to understand all the content we were being asked to consolidate, looking not just at what it was, but what it might belong with, who the intended audience was, and asking where it fell in a hierarchy with the other content.
Through card sorting we ultimately recognized we were designing for four main audiences: customers, employees, restaurant operators, and business partners. It might not look sexy but boy was it helpful.
Through card sorting we ultimately recognized we were designing for four main audiences: customers, employees, restaurant operators, and business partners. It might not look sexy but boy was it helpful.
Through card sorting we ultimately recognized we were designing for four main audiences: customers, employees, restaurant operators, and business partners. It might not look sexy but boy was it helpful.
Our early research with customers quickly revealed that the top reason to visit Chick-fil-A's website was to see the menu. Based on this insight we took an unconventional approach and rather than force visitors to seek out that portion of the site, we simply moved menu to homepage. Right when a user lands on the site, there it is.
Our early research with customers quickly revealed that the top reason to visit Chick-fil-A's website was to see the menu. Based on this insight we took an unconventional approach and rather than force visitors to seek out that portion of the site, we simply moved menu to homepage. Right when a user lands on the site, there it is.
Our early research with customers quickly revealed that the top reason to visit Chick-fil-A's website was to see the menu. Based on this insight we took an unconventional approach and rather than force visitors to seek out that portion of the site, we simply moved menu to homepage. Right when a user lands on the site, there it is.
The menu begins with a fullscreen area that can adapt its content based on the time of day, what we know about the individual's preferences, or any local promotions. As the user scrolls down the page they discover a tabbed menu navigation preset to the most appropriate menu section for the time of day.
The menu begins with a fullscreen area that can adapt its content based on the time of day, what we know about the individual's preferences, or any local promotions. As the user scrolls down the page they discover a tabbed menu navigation preset to the most appropriate menu section for the time of day.
A majority of specialty running shoe sales happen in-store where shopper's are able to speak directly with a running shoe specialist. In this direction we wanted to capture the familar in-store conversational format to guide the shoe selection process.
Spreading positive heart-warming stories is one thing Chick-fil-A cares about most. "We wanted to offer [guests] something a little unexpected, like access to acclaimed chefs, seasonal recipes they can make at home, and stories that inspire, like the documentary-style film of a high school student who bonds with a dementia patient through their love of art,” Ashley Callahan of Chick-fil-A explained. As a result, storytelling became a central pillar of the online experience.
Spreading positive heart-warming stories is one thing Chick-fil-A cares about most. "We wanted to offer [guests] something a little unexpected, like access to acclaimed chefs, seasonal recipes they can make at home, and stories that inspire, like the documentary-style film of a high school student who bonds with a dementia patient through their love of art,” Ashley Callahan of Chick-fil-A explained. As a result, storytelling became a central pillar of the online experience.
Spreading positive heart-warming stories is one thing Chick-fil-A cares about most. "We wanted to offer [guests] something a little unexpected, like access to acclaimed chefs, seasonal recipes they can make at home, and stories that inspire, like the documentary-style film of a high school student who bonds with a dementia patient through their love of art,” Ashley Callahan of Chick-fil-A explained. As a result, storytelling became a central pillar of the online experience.
Spreading positive heart-warming stories is one thing Chick-fil-A cares about most. "We wanted to offer [guests] something a little unexpected, like access to acclaimed chefs, seasonal recipes they can make at home, and stories that inspire, like the documentary-style film of a high school student who bonds with a dementia patient through their love of art,” Ashley Callahan of Chick-fil-A explained. As a result, storytelling became a central pillar of the online experience.
As one of the brand’s most recognizable traits, the site also “closes” on Sundays driving visitors to family focused stories and activities instead. As a day set aside to be spent with family and friends and worshiping if you choose, this content is intentionally non-promotional focusing on community and bringing people together. And don't worry, the rest of the site is still accessible on Sundays if you need it.
As one of the brand’s most recognizable traits, the site also “closes” on Sundays driving visitors to family focused stories and activities instead. As a day set aside to be spent with family and friends and worshiping if you choose, this content is intentionally non-promotional focusing on community and bringing people together. And don't worry, the rest of the site is still accessible on Sundays if you need it.
As one of the brand’s most recognizable traits, the site also “closes” on Sundays driving visitors to family focused stories and activities instead. As a day set aside to be spent with family and friends and worshiping if you choose, this content is intentionally non-promotional focusing on community and bringing people together. And don't worry, the rest of the site is still accessible on Sundays if you need it.
On Sundays visitors encounter a fullscreen timelapse we shot explaining that the restaurants are closed. The overlay can be dismissed to access the site normally.
On Sundays visitors encounter a fullscreen timelapse we shot explaining that the restaurants are closed. The overlay can be dismissed to access the site normally.
Chick-fil-A is known for going above and beyond and for thoughtfully considering the little things. We worked hard to bring that spirit to their new website.
Chick-fil-A is known for going above and beyond and for thoughtfully considering the little things. We worked hard to bring that spirit to their new website.
Mobile users can interactively construct each sandwich to learn what comes on it and to see each fresh ingredient individually.
Mobile users can interactively construct each sandwich to learn what comes on it and to see each fresh ingredient individually.
Mobile users can interactively construct each sandwich to learn what comes on it and to see each fresh ingredient individually.
Let's not forget about the cows. They'll pop up in various places across the site so stay on the lookout.
Let's not forget about the cows. They'll pop up in various places across the site so stay on the lookout.
Let's not forget about the cows. They'll pop up in various places across the site so stay on the lookout.
Chick-fil-A wanted to create an authentic experience avoiding overly aspirational beauty shots of the food and condiments. This sauce hover state lets guests interact with each sauce packet as they would in a restaurant and let's them see both the packaging and the sauce inside.
Chick-fil-A wanted to create an authentic experience avoiding overly aspirational beauty shots of the food and condiments. This sauce hover state lets guests interact with each sauce packet as they would in a restaurant and let's them see both the packaging and the sauce inside.
Chick-fil-A wanted to create an authentic experience avoiding overly aspirational beauty shots of the food and condiments. This sauce hover state lets guests interact with each sauce packet as they would in a restaurant and let's them see both the packaging and the sauce inside.
On scroll the primary navigation collapses down to a chicken sandwich menu icon.
On scroll the primary navigation collapses down to a chicken sandwich menu icon.
On scroll the primary navigation collapses down to a chicken sandwich menu icon.
*Additional process available upon request
I've also recently helped...
Chick-fil-A
Brooks Running
Brooks Running
The Daily Dot