Seamless Service Integration

A quick service restaurant brand imagines and tests the role of digital into the next decade.

KEY FACTS

STAR ANALYSIS

PROCESS & DELIVERABLES

Key Facts

Roles: Design Lead, UX Researcher, Prototype Designer, Project Manager

Duration: 5 weeks

Team Size: 5 people, including 3rd party physical prototype builder

Key Stakeholders: Chick-fil-A app Team, Restaurant Design Innovation, Service & Hospitality, Operator Panel

Tools: InVision, InDesign

STAR Analysis

Chick-fil-A struggled with queueing, order efficiency, and service quality amid rising digital orders. As project lead, I developed and tested four solutions for seamless integration by 2025: an ordering kiosk, ordering from a table from an embedded screen, a mobile-only restaurant, and an exterior locker system.
- Led idea sessions and interviews with stakeholders
- Created detailed prototypes with clickable and physical-digital features
- Carried out testing with 80 participants
- Worked with teams from Restaurant Innovation Design, app, and Operations
- Managed live prototype tests with actual team members and customers
- Summarized results and shared recommendations with leaders
- Two out of four concepts approved for fast implementation
- High NPS for implemented ideas
- Strong operator interest in testing two concepts
- Launched mobile-order-only restaurants and locker systems at multiple sites

Process & Deliverables

Research and Prototyping Planning

We tested four concepts and multiple scenarios per concept. I prepared discussion guides to facilitate, planned the schedule for changes of scenarios and produced an observation guide for stakeholders and an operation panel.

Digital Protype (Lockers Concept)

I created clickable prototypes that reflected the different unlocking mechanism options for the lockers.

Physical Prototype

I worked with vendors to set the requirements for the live prototype and handled the setup and technical management of a waiting area for customers and a viewing area for stakeholders.