KFC mobile Ordering
KFC, also known as Kentucky Fried Chicken, is an American fast food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world's second-largest restaurant chain after McDonald's. Because KFC makes everything fresh in house, when a customer arrives certain items on the menu may be cooking or out at the time of their arrival.
KFC came to Chaotic Moon looking to launch their first native app with the goal of creating a seamless mobile ordering experience, that would increase product availability and customer visitation frequency. I was brought on to lead both the project and the design.
User Flows & Wireframes
After meeting with the client to review the features and functions documentation, I conducted some very basic competitive analysis before moving into user flows. I created flows for all primary actions as well as an overall app map. Once wireframes were complete, I mapped those to the overall app map.
Design Concepts & Motion
Our project was coinciding with a new brand campaign at KFC called “#HOWDOYOUKFC”. The goal of this campaign was to deliver an authentic sensory experiences that people crave and share. This was at the height or social and Instagram, KFC was looking to bring this campaign into their new visual design.
Taking this new campaign, I leveraged the updated branding to create a concept that utilized the new bold typography and authentic photography. I had a very clear direction in mind when I began the design, motion would play a large part in overall design direction. After getting approval of the initial concept I built out the primary flows and created a short video to demonstrate the motion.
As I continued to work through the visual design concepts, I realized that the tab bar iconography would be a great opportunity to push the brand even further and move away from more conventional iconography. We tab bar would consist of Stores, Menu, and Orders. I was lucky enough to work with an amazing illustrator, Nathan Walker, to collaborate with until we landed on a direction we were all excited about.