Colonels Club
Contribution: System Design, Design, Development, Research, Analysis, Testing.
What is the Colonels Club?
“An ancient and venerated Chicken Society focused on delivering value and insight to our users. “
The Colonel’s Club is an extension of the KFC brand and is our email loyalty program The Colonels Club is an integral part of the KFC business, and is the main driver of providing value and exclusive brand initiatives insights and offers to our customers.
Project needs :
Restructure and propose a system to update and modernize our current Colonel’s Club Email template to match today’s KFC brand.
Client: Kentucky Fried Chicken.
Audience: Colonel’s Club subscribed email users in U.S. and Canada.
Team: I worked as the sole designer on the KFC IT Performance Marketing team. All work shown is my own.
Brief: Restructure Colonel’s Club email templates aesthetic and propose a new scalable design system that would excite users and match KFC’s modern feel.
Challenges: Email testing, ADA Compliance, New Brand Implementation, Working with Internal IT teams to design and build a working HTML structure that would provide a consistent viewing experience. Working with external stakeholders to test code in different email providers’ inbox environments to find, test, and solve issues with compression and code redactions. Proposing an entire visual email system in a new digital team for an established iconic brand that is known for being “old fashioned”….. no pressure.
Goals: To create an adaptive modular system that not only provided a platform for executing marketing initiatives, but also one that would create a space for personalized brand offers to users. Above all, create something that would make the Colonel ( and my team. ) proud.
Solution: I coded and designed an entire email system that included new brand assets, to allow for a consistent and more personalized and targetted user experience for our Colonel’s Club Members.
Start with Research
The first step in building this system was starting with the basic foundational elements. The project needs to bring the brand into the market with competitor research, which through competitive analysis proved that there was a strong need for simplifying our brand trust signals.
Elements
In proposing this system we wanted to consider the need for consistency and situational brand use. The first step was standardizing components for conversion such as CTA’s and Social Icons. Making a more defined system to be referenced when a lot of content needs to fit into a single email.
Social System
Social links are a great way to link to other campaigns currently in our market. My team and I created this system so that even if we decided to highlight another social channel such as TikTok we could still have a system.
According to our analysts.
The Colonels Club saw a 40% increase in conversion after the redesign.
The Colonels Club today has grown to be one of the largest channels of B2C communication for Kentucky Fried Chicken. It is an integral part of the business and a strong tool for raising brand awareness for users. More than that it is a place
where our users have control and autonomy over
their brand experience.