Background

Overview

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TL;DR

As the UX Director, I led the redesign of Chick-fil-A's CARES webform, crafting strategic solutions to enhance the user experience. The result was an intuitive webform that saved time for both customers and support agents, while also reducing operation costs for Chick-fil-A.

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In 2023, Chick-fil-A sought to reimagine its CARES webform, aiming to provide a more efficient self-service experience for customers and reduce unnecessary customer service calls. As the UX Director at AKQA, I led the redesign of the CARES webform, with a specific focus on integrating AI-driven customer support solutions.

My role

I led the redesign of Chick-fil-A's CARES webform to improve the customer support experience, making it more efficient and user-friendly.

I was responsible for all UX deliverables, research, and concept logic, presenting the work regularly to the client while collaborating with a Senior UI Designer, an Strategist, Engineers, and a Product Manager.

The Challenge

Chick-fil-A’s existing webform referred to as ****CARES was long, complex, and frustrating for users, often resulting in customers abandoning the form or calling the customer support line for assistance. This not only increased operational costs (with each call costing between $5-$7), but also overwhelmed CARES agents with miscategorized ticket submission or incomplete ticket submissions.

The challenge was to reimagine the webform to:

1. Empower users to resolve issues on their own through self-service tools.
2. Simplify the process for customers to submit valid support tickets.
3. Provide CARES agents with the most accurate and complete information to resolve issues faster.

Business Impact

Customer Impact:

• Reduced Call Volume: The redesign empowered users to solve issues themselves through a more intuitive webform and self-service FAQs, resulting in a significant reduction in phone support calls. This directly impacted Chick-fil-A's operational costs.
• Improved User Satisfaction: Feedback from users revealed higher satisfaction with the webform, as the AI assistance and improved FAQ access allowed them to resolve problems more quickly and without frustration.

Business Impact:

• Operational Efficiency: With more accurate categorization and complete ticket submissions, CARES agents were able to resolve issues faster and with less back-and-forth communication, improving team efficiency.