Kentucky Fried Chicken
You open the app to place an order, but instead of the finger-lickin’ ease of in-store service, you’re met with a confusing interface. Selecting sides feels like a puzzle, switching meal types is a hassle, and by the end, you’re unsure if your order is even correct. Frustrated, you abandon the cart and move on.
This was the story for countless KFC customers trying to order online. The Product Detail Page (PDP)—the critical step for customizing meals—was failing to meet user needs. The mission was clear: transform this page into a simple, intuitive experience that matches the ease of in-store ordering.
The image takes over the entire real estate of the page on mobile.
Showing the footer nav in mobile view is unnecessary and distracting when viewing an item.
Similar to the sides, there is a sauce section repeated multiple times and each section only allows for 1 sauce selection at a time.
Sauces are only limited to a certain number. If you are allowed 2 sauces and you want the same for both, you need to select the same sauce twice.
Through interviews with Subject Matter Experts, I learned how operational inefficiencies trickled down to the digital platform. User feedback from app store reviews painted a vivid picture of struggles with navigation and customization. Data from chatbot logs and refund complaints confirmed that the PDP was a common source of errors.
7 Subject Matter Experts
120+ app store reviews
10 months of complaints
30 days of chatbot interactions
What I found was clear: the PDP’s design was causing unnecessary friction. Users felt overwhelmed by too many clicks, struggled to switch meal types, and often ended up with incorrect orders.
The findings highlighted a clear need for simplicity and control. Users wanted to quickly adjust meal options, swap sides, and toggle between meal types without frustration. I visualized these insights with a journey map, contrasting the current user flow with a streamlined,
future-focused one.
With these goals in mind, I mapped out a new user journey—one that eliminated confusion and prioritized simplicity.
Current State Journey Map
This uncovered critical friction points, such as users struggling to find customization options, confusion when switching meal types, and a lack of real-time feedback that left them uncertain about their selections. These insights painted a clear picture of why users abandoned their orders.
Future State Journey Map
Using these findings, we created the Future State Journey Map, outlining a seamless, intuitive process for users to navigate the PDP. This new journey prioritized clarity at every step, ensuring users could easily customize their meals and confidently complete their orders.
Yet the success of the PDP redesign hinged on robust usability testing. I took the lead, leveraging resources like a Google UX course to craft a neutral, goal-oriented script. The plan focused on realistic tasks—customizing family meals, combos, and sauces—while avoiding bias to ensure authentic user feedback. This foundational step provided us with clear, actionable insights to refine the design.
The new design featured clear customization steps that guided users through their choices effortlessly. Key options like sides, sauces, and portions were now visible at a glance, reducing the need to scroll. A real-time feedback system reassured users about their selections, building confidence.
Prototyping the Future
High-fidelity prototypes were developed to test the flow and functionality of the new PDP. Each iteration brought us closer to a design that felt natural and effortless for users.
I conducted usability testing with 15 participants across desktop, mobile web, and app platforms.The new PDP was put to the test with 15 participants across desktop, mobile web, and app platforms. Scenarios included selecting sides for a family meal, customizing a combo order, and adding sauces to an individual item. Observing how users interacted with the prototypes, I gathered valuable insights to fine-tune the design.
What we learned:
1.
Users completed tasks faster and with greater accuracy
2.
Switching between meal types was intuitive and seamless.
3.
Participants reported feeling more confident in their final selections.
The redesigned PDP delivered measurable improvements. Usability success rates climbed to 96% on desktop and 80% on mobile. User confusion during customization dropped by 80%, and participants praised the intuitive flow and clarity of the new interface.
96%
success rate on desktop and 80% on mobile
80%
reduction in user confusion during customization.
90%
increase in positive feedback about the ordering experience
it was about understanding the user’s journey and crafting a solution that aligned with their expectations. The redesigned PDP didn’t just improve functionality—it created an experience that was simple, intuitive, and satisfying.
By focusing on clarity, flexibility, and feedback, the new PDP tells its own story: one where the customer is always at the center.