KFC Global
Summary
Achievement
The previous kiosk interface lacked user-friendly features and experiences, resulting in low customer engagement and suboptimal conversion rates.
Users struggle to navigate through the system, customise their orders, and understand available options, leading to frustration and potential loss of business opportunities.
Addressing these usability and functionality issues is crucial to improve the overall kiosk experience, enhance customer satisfaction, and increase conversion rates.
By KFC's South Africas initiative, kiosk design was replicated in 600+ stores worldwide in a rollout of 7 months.
I had the opportunity to present my insights and recommendations to the internal marketing team at KFC, including leadership.
How the customer previously bought a burger
How the customer currently buys a burger
the first step:
Understanding Tools / balancing requirements
Tools:
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The project manager uses collaboration tools such as Jira, Asana and Confluence to help keep track of work
Alignment / Collaboration:
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I align with the project manager on project goals, requirements, and timelines
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Design decisions, user feedback, and product iterations
Questioning the research
Upon joining KFC, I discovered that research had already been conducted. This was supposed to serve as source of guidance for my own design approach.
However, I questioned the notion that replicating the competitor's user experience should be our primary goal.
While their brand perception was admirable, the actual user experience had some flaws.
I believed it was crucial for design to carve our own path and create a distinct user experience for KFC
I emphasised that the competitor's success could be attributed to the trust they had built with the fact that they were local their pioneering presence in the market. I advocated for harnessing these strengths and integrating them into our design strategy.
I had the opportunity to present my insights and recommendations to the internal marketing team at KFC, including leadership.
This sparked engaging discussions and contributed to the ongoing evolution of the product.
To delve deeper into the details of this presentation, you can view it here
auditing the customer journeys:
Inconsistent Omni-channel Presence
The visual identity and user journeys across different channels (web, app, kiosk) are inconsistent. Enhancing the consistency across all channels will result in a more cohesive and seamless user experience, fostering brand recognition and trust.
Efficiency: Streamlines development with a consistent design system, saving time and effort.
Brand Identity: Reinforces brand identity through consistent branding elements and styles.
Scalability: Facilitates easy scaling by extending existing design patterns and guidelines.
Kiosk
Web
Mobile
What the numbers say
Validating the funnel analysis
USABILITY TEST FOR MEAL SELECTION
CONCLUSION
The current user flow in the KFC kiosk interface is causing confusion among customers.
DESIGN IMPLEMENTATION
By reducing the user flow and simplifying the process, we can improve customer satisfaction and engagement with the kiosk.
A/B TEST FOR CTA BUTTONS
CONCLUSION
Adding visual cues and clear differentiation to call-to-action button increased user engagement and click-through rates
DESIGN IMPLEMENTATION
By adding design patterns and visual differentiation. We can creative cohesiveness, and familiarity within the brand
From that, a proto persona was built
This persona was built on a strong foundation of inputs from various sources, including data analysis, collaboration with the product manager, and insights from the business.
By leveraging data-driven research and market segmentation, we gained valuable insights into the target audience's needs, preferences, and behaviours.
Collaborating closely with the product manager allowed us to align the persona with the strategic goals and objectives of the business, ensuring that the design decisions were driven by both user-centricity and business viability.
This ties in with the idea of trust and reliability
So what do we design?
Keeping in mind Objectives
1. Reduce User Flow (shown by funnel analysis / usability test)
2. Design System (shown by funnel analysis / AB test)
3. Visual design revamp (initiated by myself)
4. Upsell capabilities (business)
5. Developer capabilities (engineers)
VISUAL DESIGN
Surprisingly, KFC does not have universal brand guidelines. This presented an exciting opportunity for me to play around and enhance the visual brand identity.
Colour Palette: I introduced softer and muted colours into the brand's palette, opting for lighter and more tones of red. This subtle shift created a more approachable and comforting visual appeal.
Imagery: I incorporated softer and more natural imagery that evoked a sense of easability.
Visual Elements: I utilised softer and more rounded shapes and forms in the design elements, moving away from sharp angles and edges. This approach gave the brand a more gentle and inviting visual impression.
Components: the kiosks are customisable by region consistency, efficiency, scalability, usability, and easier maintenance throughout the design process. This will help with the omnichannel presence
The finished Product
1 | Streamlined the standard user flow from over 13 screens to 2 screens, which improved user engagement and drop-off rates
2 | Implemented upsell improvements, which resulted in increased conversion rates and improved revenue.
3 | Ensured clear visual differentiation between call-to-action and non-action buttons, enhancing usability and guiding user interactions.
4 | Enhanced the visual design to achieve a more harmonious and sophisticated aesthetic, elevating the overall user experience.
5 | Enhanced meal selection capabilities to enable easy customisation, providing users with more flexibility and control over their choices.
6 | Addressed accessibility considerations, ensuring a more inclusive and user-friendly experience for kiosk users.
7 | Established the need for consistent user experience across multiple interfaces (web, app, kiosk)