A fresh, finger-lickin' good experience for KFC Asia Pacific

Client

KFC APAC
2021 – 22

Brief

Redesigning the digital landscape for KFC Asia Pacific, creating a modern and engaging online experience.

Contribution

User  Experience – User Interface
Visual Design – Accessibility

Background

The redesign project aimed to improve the digital experience for KFC customers in the APAC region, focusing on Australia and New Zealand. The goal was to enhance the website's capabilities to cater to specific customer needs and moments in these countries, ensuring an engaging online experience.

01

No game without a gameplan

Teaming up with KFC and the agency driving the brand redesign, we began by delving into specific customer needs and experience requirements using user stories. This helped us understand the existing landscape and pinpoint areas within the design system that required expansion as it shed light on the distinctive design patterns necessary for each country's market.

Analysing the key flows

Using the user stories as guides, we audited key experience flows to pinpoint their requirements and begin the design process utilising the new design system we established.

Product details page, customisation and cross–sell

We enhanced customisation options and streamlined the interface for a more intuitive experience. This made it easier for users to choose side dishes and add-ons without confusion. Additionally, we introduced features that prompt users to discover related items after adding products to their cart, which helps boost the average order value.

Simpler checkout, login and signup

Streamlined checkout process meant reducing steps and clarifying instructions, which led to a decrease in cart abandonment. Additionally, we revamped the sign-in and sign-up flows, simplifying the interface and enhancing validation messages for a more user-friendly experience. These changes made it easier for users to complete both purchases and registrations.

Better local deals, favourite & reorder

By prioritising localisation, we ensured customers could easily access region-specific promotions and menu items from the get go. The Reorder/Favourites feature was also redesigned for better accessibility, allowing loyal customers to reorder their favourite meals quickly.

Learnings

Collaboration is essential when working with a well-known brand like KFC. By consistently checking in with internal and external teams, we were able to align on decisions and generate excitement for the solutions

Sometimes, it's okay to design for the 80%. By intentionally designing flexibility into some of our components, we enabled other regions within APAC to stretch the functionality of those components as needed.