Introduction

KFCKU is a mobile app that helps user to order Kentucky Fried Chicken (KFC) meals without having to wait in line. Allowing user to order for delivery, takeaway, or dine-in from a nearby KFC outlet. The app also offers exclusive promotions and a variety of payment options, including cash, credit/debit card, and QRIS.

The Problem

KFC’s internal team collected feedbacks from KFCKU users about their ordering experiences. They found out that users experience some difficulties such as:

1. Unsure to click "Pay & Pick" button because it is doesn’t look like a typical button.

2. Can’t choose “Bawa Pulang” or “Makan di Tempat” options immediately. User must first choose "Pay & Pick" before those two options appear.

3. Difficult to read the ongoing promo information because the text in the image is too small.

The Approach

Mapping and Brainstorming

To address user pain points related to order placement and promo legibility, we employed a collaborative approach through a discussion forum. Starting by mapping the pain points on sticky notes, we initiated a brainstorming session that helped us generate a range of possible solutions.

After evaluating each possible solution, we summarized them into one comprehensive solution: redesigning the home page to make it more intuitive and user-friendly. This solution will help user place orders more easily and find ongoing promo more quickly.

Creating Wireframes

The first step in redesigning the KFC app homepage is to create wireframes. These low-fidelity sketches show the placement of the nearby store, order button, promo banner, and navigation bar. We created several wireframes with different layouts to gather feedback from the KFC team faster before moving on to the next step. This iterative process helps us identify the most user-friendly and efficient layout.

Finalizing The Design

After refining the wireframes based on feedback, we finalized the chosen layout by adding visual elements to create a high-fidelity design.

The Result

After launching the redesigned home page, we gathered valuable feedback from 10 users through a quick survey. We discovered that the majority of users were satisfied with the changes. Specifically, users reported that the redesigned home page was:

• Easier to find the ongoing promo. The new layout prioritizes promo banner, making it displayed more prominently.

• Easier to place an order. The new order button is more intuitive with clearer labels that guide users through each step, making it easier than ever to place orders.

• More visually appealing. The new homepage features a cleaner and more contemporary design, with KFC's iconic red ribbon adding a vibrant touch and elevating the brand identity
  
  

The Impact

30 days after launching the new home page, KFC has reported a 30% increase in customer purchases. While marketing efforts and ongoing promotions likely played a role, the improved user experience is believed to be the primary factor behind this significant increase.