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

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

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