KFC Delivery needed to stay competitive in the fast food market and build its online users databases. The task was to revamp their eCommerce platform to divert customers from placing orders with KFC call centers to the websites.
Note: The site is constantly enhanced and improved with a new look and feel introduced in 2019. However, the majority of the page structure and ordering flow originally designed in 2017 remained.
KFC Delivery has a wide range of menu items with various pricing and customisation options catered to a broad Malaysian demographic.
Project Management
Art Direction
Design Direction
2017 - 2021
2017 MOBEX AWARD
Best Solution M-Commerce
2018 A+M AWARD
Best Use of Apps/Mobile
Best Idea Mobile
The initial step was to conduct an audit of the website and target market. Recognising the target demographic uses mobile devices for almost any online transaction, the focus was to develop a mobile-first solution.
User interviews, mapping user journeys and rapid prototyping were conducted to test hypotheses and iterate designs, before moving into creating high fidelity prototypes for usability testing. These findings informed the team to create the sites based on customers' impulsive need to order fast food!
Reducing steps to get their finger lickin’ good meal, customers only need to key in an address, choose the next available delivery time, customise their favourite KFC menu and checkout.
As there is a number of information required to be filled for new customers or guest checkouts. Tasks were segmented into mini-checkpoints to avoid information paralysis allowing customers to focus and complete the checkout process with ease.
Consistent user interface, design elements and user flow across different platforms gives customers a sense of familiarity to order right away.
This project has a unique opportunity removing borders between UI/UX designers, copywriters, client servicing, data, and developers. A new process was designed and implemented to allow teams to inform each other to quickly work out any kinks and update any components as needed.
Increase conversion from 5% to
Increase in sales by