MEDIA-I: New media choice: KFCHK.com - Nicholas Scaturro, Creative director, Mercatella

<p>Site: www.kfchk.com </p><p><BR><BR> </p><p>In general, I like the KFC site. It seems to cater well to the people </p><p>who have a greater propensity to eat fast food (generally younger </p><p>people) by highlighting the various specials and promotional offers - </p><p>Value Meals, Breakfast Combos, Tea Sets - and even a "Kids' Corner". </p><p>From a usability perspective, the site is fine. It has a well </p><p>thought-out information architecture, which allows the user to navigate </p><p>easily around the site. </p><p><BR><BR> </p><p>In terms of the site's design, I particularly like the attention given </p><p>to the brand. Obviously KFC is a prominent brand and they have done well </p><p>to leverage this factor. From a pure design perspective, the site could </p><p>perhaps use a little more space to reduce clutter and enable clear, </p><p>concise messaging. </p><p><BR><BR> </p><p>There is always room for improvement on any site, and I suggest KFC </p><p>might address two areas: user involvement and content. One suggestion to </p><p>develop user involvement is to enhance user experience by developing a </p><p>KFC community to encourage return visits to the site. There are a number </p><p>of options when developing a community, including message boards, </p><p>possible KFC recipes or entertaining tips and even the use of SMS. These </p><p>help enhance the site's content, functionality and reinforce the unique </p><p>brand that KFC has developed. </p><p><BR><BR> </p><p>KFC has always been a 'fun food' brand and as such should be translated </p><p>into a fun environment, which naturally has a strong connection with </p><p>people enjoying themselves. Therefore, KFC could possibly include images </p><p>of Hong Kong people enjoying KFC with family and friends. </p><p><BR><BR> </p>