Kentucky Fried Chicken (KFC) in Indonesia wanted to revamp its consumer-facing mobile app that is currently handled by a white-label restaurant platform. Their issue was that it’s not customisable enough and branding falls short because of the white label nature of the platform.
My role is to lead the design process, starting from sketching, wireframing to designing & prototyping the user interface. I work with a Business/UX Analyst, and a Project Manager, a Program Manager and the senior management (CEO and COO). Because this is an initial pitch, we didn’t need engineer to prototype.
Our goal is to empathise with the customers of KFC in Indonesia. They need to be able to order food from nearest KFC with a breeze and speedy checkout experience. Most restaurant apps are clunky, slow and non-native which all contribute to the laggy experience. We also want to focus on the branding, and let the food photos shine and sell for themselves.
The requirement was still in initial stage and thus it’s not specific. We worked hard with the team to focus on things that matter and propose something that has real value to their business, and to the customers, who will be the ultimate users of the app.
I normally follow this process: 1. Discovery, 2. Concept, 3. Wireframing, 4. Design, 5. Prototyping and 6. Iteration.
With Discovery, I discuss with fellow team members, do background research online, make presentations to the team, talk to customers. Find the problems and what we have done in the past that worked and didn’t.
With Concept, I write down the findings from Discovery and make quick sketches, then present again to the team.
With Wireframing, I take the quick sketch into digitized wireframes that show the basic level of information architecture and interaction flow.
With Design, I take the wireframes to the next level and add details, including colors, shapes, illustrations, icons and others.
The result is a design of an app that is clean and has an integrity — it achieves basic functions in the leanest possible ways, focusing on speed. Heavy focus is put on the menu selection process with each food package having its own story or description to show.