A FINGER LICKIN’ GOOD, OMNI-CHANNEL REFRESH FOR KFC
During my time at AKQA, I played a leading role in delivering a brand-new, end-to-end transactional digital experience designed for chicken lovers across Australia. The work spanned strategy, discovery, validation, and delivery, balancing customer needs with commercial outcomes and technical feasibility.
Project overview
Discovery & Problem Framing
I led early-stage discovery to understand how customers browse, choose, and purchase fast-food. This included designing and running a robust research program that included, data analysis, stakeholder workshops, customer research, behavioural data, and landscape reviews.These outputs were used to define clear customer opportunity areas that shaped the overall product vision.
Customer Validation & Iteration
Early conceptual thinking was given a customer lens as soon as possible and we iteratively developed and validated with customers throughout the design phase. Through usability testing and feedback loops, we stress-tested key journeys such as browsing, decision-making, loyalty/ rewards and checkout,
This allowed us to refine the experience and increase early confidence before scaling.
Experience Craft & UI Design
I was responsible for translating strategy and validated concepts into a clear, intuitive, and salivating interface. The focus was on hero-ing the product, ensuring clarity, accessibility, and ease of use, whilst ensuring the KFC brand shone through, always.
Design System & Scalability
To support long-term growth, we created a bespoke branched KFC design system tailored to the Australian market. This included defining foundational elements, components, and interaction patterns that ensured consistency at scale, enabled teams to move faster, and provided a scalable framework for future enhacements.