KFC UX Feature Enhancements
KFC reached out to improve their digital ordering experience, aiming to align their online presence with the high standards of their in-store service. They sought to identify and address pain points in the user journey to enhance customer satisfaction and user experience.
User-Centric Success: The redesigned PDP achieved usability test scores of 96% on desktop and 80% on mobile, validating the effectiveness of the design and its alignment with user needs.
Decreased Confusion: The redesign led to an 80% decrease in user confusion during the ordering process across both web and mobile platforms, significantly reducing incorrect orders and enhancing customer satisfaction.
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 objective was to conduct thorough user research and analysis to uncover the specific areas needing improvement, ultimately redesigning the digital ordering experience to be more intuitive, reliable, and aligned with the in-store offerings.
1. Clear, Concise Instructions: I introduced clearer, more visible guidelines for customizing orders, emphasizing the need to remove default sides before adding new selections. This immediate change aimed to mitigate confusion right at the start of the customization process.
2. Intuitive Visual Aids: Enhancements included the integration of distinctive icons and color highlights to distinguish between default and selected sides, thereby streamlining the customization process and reducing order errors.
We began the empathize phase by conducting SME interviews and analyzing app store reviews, which revealed significant challenges faced by users. Customers expressed a strong desire for more flexibility in customizing their orders, akin to the in-store experience. Additionally, users found the navigation complex and often unintuitive, leading to frustration and frequent order abandonment. Through customer service feedback, we identified inconsistencies in order fulfillment and a cumbersome refund process, which contributed to a subpar user experience.
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.