UX/UI DESIGN - RESPONSIVE DESIGN 

KFC Digital→ Introduced new features to the loyalty program to boost user engagement!

About KFC Rewards

KFC Rewards is a Kentucky Fried Chicken loyalty program that enhances the customer experience by incentivizing repeat visits by accumulating points that can be redeemed for free food. The intention is to increase user engagement and retention within customers.

Project Overview

To remain competitive, KFC Digital is constantly searching for new ways to enhance its loyalty program and keep users engaged. Throughout several sprints, the KFC Digital team and I worked on various features to be integrated into the rewards program experience for both the web and app.

At the start of the project...

Project Discovery 
A kickoff meeting was held with project stakeholders to align the team on the project overview, business goals, and deliverable expectations. We discussed user pain points, development constraints, research insights, the project timeline, and assigned roles and responsibilities.  

Competitive Analysis
A competitive analysis was performed on competitor rewards programs to identify market fundamental principles, techniques, and patterns that could be integrated into our program. This ensured that our new solution would meet and exceed user expectations.

User Research
We gathered all available data and past research to better understand how our users interact with the KFC Rewards program. Using this information, we identified insights we could apply to our designs.

Designing & Prototyping

User Journey Mapping
I created user journey diagrams for each project to better understand the user experience for each project's unique flow. These diagrams allowed me to identify patterns and make quick and confident decisions about which screens were essential before we began designing.

ADA Compliance 
I pay close attention to accessibility practices in my design process. I am committed to designing solutions that are intuitive and have a high accessibility compliance rating. 

Wireframing & Prototyping 
Through rapid wireframing and prototyping and presenting the designs to our internal team for feedback, we could iterate and determine the key features we wanted to implement into the login experience for this release.

Testing, Feedback, & Validation
In my design process, I created multiple design options to find the best solution. We had weekly reviews with the UX team and project stakeholders to assess our progress and determine the preferred designs. Feedback received was incorporated into the next iteration of the design to ensure that the work moves closer to approval for future review.

Key Features 

These innovative features have been seamlessly integrated into the KFC rewards program on kfc.com and the KFC app.

Badges

We have implemented badges into the KFC Rewards program. These badges are displayed on the rewards dashboard to enhance user engagement and help users discover this new feature. Badges are shown in both locked and unlocked states. When a badge is locked, users can see it and learn about the actions needed to unlock it. Once a badge is unlocked, it is prominently displayed and can be shared with friends.

The strategic purpose of badges is to encourage users to complete specific tasks to earn badges, which they can keep and share. Creating a sense of achievement that promotes social sharing.

Challenges

Challenges were another feature implemented into the program. I worked closely with the team to plan the flows for these challenges and determine how they would live within the rewards program. We focused on ensuring that the challenges feature seamlessly integrates into the existing system while considering limitations.

The strategic purpose of these challenges is to encourage users to regularly engage with the app and explore new menu items. By offering rewards for completion, we aim to create a rewarding experience that keeps users coming back, increasing overall engagement to the KFC app and website.

Non-Food Rewards

I collaborated with the team to develop designs for Non-Food Redemption Rewards. The initial non-food redemptions will feature merchandise and in-game downloadable content. The merchandise rewards will let users use their points to get physical branded goods, allowing them to engage with the KFC brand beyond dining. Additionally, the in-game downloadable content will allow reward members to interact with the KFC brand while playing their favorite games.

The strategic objective of offering Non-Food Rewards is to provide members with more options for redeeming their points, thereby increasing the program's appeal to a broader audience.

Funko Fusion

KFC has collaborated with Funko Fusion for a special campaign that provides exclusive opportunities to KFC Rewards members. Members can unlock in-game KFC content in the new Funko Fusion game by redeeming their points. Upon redeeming these rewards, users will receive a promo code to access exclusive KFC content in the Funko Fusion game. Furthermore, users will also receive a badge on their KFC rewards profile that they can collect and share with friends.

This campaign allows KFC Rewards members to engage with the Funko Fusion game and community. The Digital team and I worked diligently to bring this project to life, marking the debut of our badges and non-food redemption rewards

Implementation & Handoff 

Responsive Design
All features were designed to be fully responsive, focusing on usability, accessibility, and user satisfaction across web screens and mobile devices. Wireframes of the flows were made for App mobile and Web desktop, tablet, and mobile.  

Cross-Team Communication
Communication across teams was crucial to the success of this project. We touched base with the development team to ensure our designs did not create technical constraints. The design team provided regular feedback, ensuring that best practices within the design system were met. Marketing's input was asked to help refine copy and voice. Legal approval and confirmation were obtained to ensure compliance. All of this ensured that the project could roll out smoothly across teams.

UX Annotations
I dedicate time and attention to writing clear and informative UX annotations to ensure developers understand the designs and intended functionality. The detailed annotations provide content and clarity towards my design decisions and call out key interactions that help bridge the gap between design and development to ensure a smooth implementation process

Project Impact

Launching these new features and campaigns offers users innovative ways to engage with the KFC app and promotes regular participation in the rewards program. This new foundation will pave the way for ongoing innovation and customer retention for KFC's future.

→ mjberg.com@gmail.com
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Matt Julius Rosenberg

→ A Digital Consultant and Product Designer based in New York.

Matthew Julius Rosenberg  @2023