Kfc

winner winner chicken dinner.

KFC was looking to perform a number of site, CRM and paid media tests that would highlight digital growth opportunities.

role

UX, UI

Agency

john st.

Team

Partner Agencies - YUM, McKinsey, Wavemaker, YUM, Cognizent, Wavemaker
Creative Lead (YUM) - Danielle Ruggles
Product Owner (YUM) - Ryan Fisher
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The Challenge

Through three sprint sessions (10 tests for each) we aimed to decrease friction throughout the customer journey while increasing engagement and the overall site conversion rate.

mobile phone screens showing KFC checkout

Product add-on

The existing user journey only provided one add-on product recommendation (e.g. sides/drinks/desserts) before checking-out.

The test plan was to revise the UI and include a horizontal scrolling section with a number of dynamic add-on options based on the current order.

mobile phone screens showing text results for cart add-on
Test results Conversion rate - control 40.18%, test 40.87% Annual impact - $752,907

Click to add coupon

The existing user journey only provided one add-on product recommendation (e.g. sides/drinks/desserts) before checking-out. The test plan was to revise the UI and include a horizontal scrolling section with a number of dynamic add-on options based on the current order.

mobile phone screens showing test results for add a coupon
test results Conversion rate - control - 26.13%, test 27.35% Annual impact - $430, 361

Streamlined Localization

We saw an opportunity to simplify the localization process for Order and Pick up users. The existing journey was three steps - user enters address, user selects/confirms address on the map, then a new map with nearby locations was generated.

The test plan was to eliminate the need for the second step and directly generate the page with nearby pick-up locations.

When provided with a more user friendly way to go through the localization process - by eliminating the address selection view, users converted or advanced further in the funnel.

Mobile phone showing test for localization
test results Conversion rate - control - 10.52%, test 11.01% Annual impact - $167,828

More work

Product design - UX/UI - visual identity

BID garage

Product design - UX/UI - visual identity

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