KFC Global
What was accomplished
By client’s initiative, kiosk design (simplified screen flow from 13+ to 2 screens) has been replicated in 600+ stores worldwide
The task
- Kiosk overhaul
- Marketing strategy
kiosk - How you would buy a burger beforE:
kiosk - How you buy a burger now
Design Impact | Tests Conducted | Key Findings |
|---|---|---|
1 | Streamlined the standard user flow from over 13 screens to 2 screens, which improved user engagement and drop-off rates | FullStory session replay analysis | Lengthy user flow and high drop-off rates |
2 | Implemented upsell improvements, which should result in in increased conversion rates and improved revenue. | Funnel analysis using google analytics | Inefficiencies in the conversion funnel |
3 | Ensured clear visual differentiation between call-to-action and non-action buttons, enhancing usability and guiding user interactions. | Optimizely visual design audit | Lack of clear visual distinction between call-to-action and non-action buttons |
4 | Enhanced the visual design to achieve a more harmonious and sophisticated aesthetic, elevating the overall user experience. | Interviews, aligning with Ogilvy brand guildlines and best UI practises | Users found it "garish", did not align with guidelines |
5 | Enhanced meal selection capabilities to enable easy customization, providing users with more flexibility and control over their choices. | Usability testing for meal selection | Difficulty in customizing meals |
6 | Addressed accessibility considerations, ensuring a more inclusive and user-friendly experience for kiosk users. | Accessibility audit for kiosk interface | Accessibility gaps specific to the kiosk interface |
7 | Achieved consistent user experience across multiple interfaces (web, app, kiosk) | Auditing the user journeys across interfaces | There was not a consistent journey visually or through the navigation patterns |
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 | Achieved consistent user experience across multiple interfaces (web, app, kiosk)
Tests Conducted
KEY FINDINGS
Overall: how do we build market share?
In South Africa, KFC does not have the primary market share. It’s competitors are well trusted South African brands.
Problem: How do we become the primary market holder long term?
Solution: By gaining trust. One of the ways this is done by fixing foundational UX errors.