KFC Global Design Platform
It’s Finger Lickin’ Good digital transformation across multiple platforms to the APAC region
Objective
KFC was undergoing a major brand refresh globally. AKQA, as the appointed global design agency, in collaboration with BASIC (a partner agency), has a mission to roll out a successful and impactful release within the APAC region. A major design challenge was to ensure the design has the flexibility for different product offerings globally.
Process
To truly understand the key pain points at the service level, we conducted discovery research with customers. We took on the pain points and designed a way to resolve them at every stage, from exploring menu items to tracking orders. We research, iterate and refine before delivery.
Role
Principal Experience Designer – Plan, facilitate and synthesise a series of discovery research, provide design recommendations and identifying opportunities, collaborate with internal and external stakeholders, mentor and coach junior members, and provide directions.
Before & After: Comparison between the old and new KFC app.
Current state mapping
Mapping out the current flow and identifying issues and opportunities.
Discovery Research
Spoke to and observed customers across different age groups and locations to complete a full purchase journey. There were major usability issues, and we found out that users were unable to get the key jobs done throughout different stages.
- Product customisation was not user-friendly and does not need accessibility standard
- Visual clutter causes distraction and confusion during the purchase journey
- Interaction flaws found during log-in, product offers (secret menu), localisation and checkout process
Future Experience Principles
3 key principles/directions were developed based on insights for future experience for the customers:
- It is the easy, obvious choice for ordering KFC
- Recognise what customers need and want
- Focusing on enticing customers into repurchasing habit
Product customisation
To cater for a wide range of customisation requires in-depth analysis. After gathering all research insights, we mapped out the key interaction points during the process. This helps highlight the opportunities and the layers of interactions involved, as well as visualise the menu selection to purchase flow at a glance.
Outcome
A seamless, responsive Finger Lickin Good experience for KFC APAC customers. The experience was disjointed between the website and the mobile app. With the redesign, we brought one cohesive digital experience across platforms. Customers can now receive personalised product offers and to order their favourite at their finger tips.
KFC website ➔
