KFC
Website redesign concept for KFC Russia — personalization based on real user data
Industry
Food, QSR
Deliverables
UX Research, Personas, User Flows, Wireframes, Mockups
KFC is a dominant player in Russia's fast food market, with over 960 restaurants and the second-highest sales growth globally after China. However, its existing website was outdated and ineffective in converting visitors into customers. At LETO agency, I led the redesign of the new KFC website, with a strong focus on mobile experience and real-time content personalization based on user data.
Objective
Redefine the user experience of the KFC website to deliver personalized, conversion-oriented content across devices, based on behavioral data, location, weather, and time of day.
Process & Solution
- —Analyzed Google Analytics data to identify user behavior and drop-off points
- —Designed and distributed a custom Google Forms survey to gather more insights
- —Conducted internal interviews with frequent KFC visitors to map expectations and scenarios
- —Defined four key customer groups and designed user flows for each
- —Created personas, wireframes, and final mockups based on segmentation
- —Integrated external APIs and internal datasets to enable real-time dynamic content
- —Designed a mobile-first layout, with a modular grid system for fast performance and content clarity
- —Personalized banners and menu blocks by user profile: age, gender, time, device, region, weather
Results & Impact
Redesign concept based on real analytics and user research. Presented to client, not implemented.
Testimonials
Anton played a key role in helping us get the project off the ground. His work on the MVP made it easier for us to explain the idea to both users and investors.
Anton has a deep understanding of the needs of target customers and successfully turns business goals into final product.
Anton quickly and efficiently achieves his goals thanks to his responsibility, focus on results, deep understanding of user needs.
Anton is a clear expert who has a vast knowledge of UX and demonstrates a deep understanding of users.
Anton dramatically improved our UX, added both functional and appealing features that became a huge part of digital strategy and help us grow our customer base.
Anton quickly understood the product and turned a complex technical offering into a clear and compelling visual story.