To redefine the architecture of the website and user flow I used Google Analytics data. To collect more data, I compiled a list of questions and run an online survey using Google Forms. Also, I gathered frequent KFC goers from the agency and asked them to talk about their experience of interacting with KFC, their preferences, methods of ordering, etc. The surveys and interviews revealed four main customer groups with different user scenarios.

Using the data accumulated in KFC, as well as third-party sources and external APIs, it was possible to display the unique frontend for each visitor. When a user opens the website, he sees personalized content that suits his interests.

Moreover, different banners and products load depending on weather, gender, age, location, time of day.

84% of the customers were browsing the KFC website while on a mobile device. So it was incredibly important to create a site that looked good on all devices, maintained its goal-oriented design, and followed a strong grid structure to keep everything tight and organized.

The new design was based on the personalization of the content and adaptability for the customer’s individual needs. These findings acted as a guiding principle during the whole design process.