KFC has an app that reaches a large number of users throughout Australia. However, KFC has been struggling with customer retention and has a high rate of dropouts during the ordering process.

To optimise the flow and improve customer retention, KFC wanted to uncover the key problems throughout their user journey.

📊 What was delivered

• A full audit of the app experience including some light user testing
• Competitor analysis
• Web app audit

✏️ The process

We began by identifying KFC's user types. KFC categorises its users into three tiers: light users (new to the app), medium users (who use the app every 1-3 months), and heavy/super heavy users (who use the app a few times a week). Once we understood this, we conducted a full audit focused on each of these groups, allowing KFC to gain insights into the mindset of each user type.

After analysing the data provided by KFC, it became clear that the biggest problem they had was with the "light" user category. A high percentage of users downloaded the app but never actually ordered anything.

To gain insights into this issue, my team and I mapped out the process for each user type, starting from the very first touchpoint (which could be an ad or EDM) all the way through to purchase. We also received user motivations from a behavioural psychologist to help us understand the users' intentions at each step of the process.

Next, we conducted usability testing with six participants and provided usability recommendations alongside the flow. Key insights we gathered included:

• There were intrusive notification requests when opening the app (a total of six).
• A lack of product descriptions meant that "light" users didn't know what to order.
• The app charged more money for items due to having multiple pathways for adding an item to the cart.
• Content was hidden in unnecessary accordions.
• Payment was unclear, resulting in security concerns.
• The customer could only review the order after payment was made.

To enhance the value of this audit, we conducted a competitor analysis. To do so, I conducted usability testing and created high-level user flows for eight food commerce experiences, highlighting the pros and cons of each competitor's approach. Hungry Jack's and McDonald's consistently came out on top as the preferred experience due to their simple flows, clear information hierarchy, and straightforward UI.

📄 The handover

KFC was provided with a full audit and recommendations on how to improve the quality of their app. Each area within the audit was given a code for easy identification.

KFC provided positive feedback on the audit and expressed eagerness to implement changes in the future.

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All maps & user journeys

Competitor analysis

Light user journey map