KFC UX Feature Enhancements
KFC Digital Ordering Redesign
KFC's digital ordering platform was falling short of its potential. With a confusing interface and frustrating checkout flow, users were abandoning their carts before completing their orders. We set out to redesign the Product Description Page (PDP) to give users the same simplicity and control they experienced in-store.
The initial design of the PDP, although functional, was full with user navigation issues, particularly in customizing meal sides. Users were inadvertently placing incorrect orders, not realizing they needed to first remove default selections. This issue highlighted a gap between the design's intentions and user interactions, necessitating a thoughtful redesign to bridge this divide.
Our aim was to streamline the digital ordering process, making it faster and easier for customers to customize their meals and complete their orders with minimal effort.
Through user research and interviews, we uncovered key pain points that had been driving customers away. From customization headaches to unclear navigation, the PDP was not delivering the experience customers needed.
7
SME Interviews
120+
App store reviews
10
Month summary of digital complaints
resulting in refund
30
Day chatbot usage
High Level Insights:
Having identified the key pain points through user research, we moved to the conceptualize phase to brainstorm solutions that directly address these issues.
Taking the insights we gathered, using affinity mapping, we grouped the insights into themes that provided us a better understanding of what users were saying.
We created current-state and future-state journey maps to visualize the user experience and identify areas for improvement. This helped us set clear goals and chart a path for enhancing the digital ordering process.
Key Takeaways:
With well-defined ideas and insights, we progressed to the design phase to create detailed, user-centered solutions that address the identified issues.
Building on the ideas and concepts developed during the conceptualize phase, we moved into the design phase to create detailed, user-centered solutions. This phase focused on translating our concepts into tangible designs, with a particular emphasis on addressing the key finding of the lack of customization options.
Overall Design Highlights:
We conducted user testing to evaluate the usability and effectiveness of our PDP (Product Description Page) customizations. The study included unmoderated tests with participants on desktop, mobile web, and mobile app.
Selection and Setup: Conducting tests with diverse participants to gather a wide range of data on user interaction with the PDP. Each participant was tasked with navigating through different meal customization scenarios to highlight any potential issues or areas for improvement.
Execution: Participants used high-fidelity interactive prototypes on both desktop and mobile platforms, ensuring comprehensive coverage of user experiences. Feedback was meticulously recorded, with particular attention to user ease, customization preferences, and overall satisfaction.
After finalizing the high-fidelity mockups for the enhanced Product Detail Page (PDP) design, the next critical step was to create interactive prototypes that would facilitate usability testing with actual users. The transition from mockup to prototype involved a well-defined process to ensure accuracy, functionality, and an optimal user experience.
We conducted user testing to evaluate the usability and effectiveness of our PDP (Product Description Page) customizations. The study included unmoderated tests with participants on desktop, mobile web, and mobile app.
Ket Takeaways:
The redesign of KFC's PDP stands as a testament to the power of user-centered design, illustrating how deep user insights and a methodical, iterative approach can transform a complex challenge into an intuitive and effective digital solution. This project not only improved the user experience but also set a new standard for KFC's digital offerings, underscoring the importance of aligning design with user needs and business goals.