KFC, USA

Redesigning KFC’s Menu Experience to Reduce Friction and Improve Ordering Speed

year

2024, 2025

role

Product designer

UX Strategy

platform

App

Web

Mobile web

overview

KFC’s digital ordering experience had evolved over time into a system that was difficult to navigate. New and returning users faced friction across the journey.
I led the redesign of the menu discovery and ordering flow focusing on:

Faster Navigation and visibility to menu categories
Ease in browsing product structures
Reordering experience

the problem

The existing experience introduced friction for users at multiple stages of the ordering journey.

Menu categories were pushed below the fold due to large promotional banners, reducing the whole menu visibility without scrolling.Similar products were split across multiple listings, making selection confusing.
Similar products were split across multiple listings, making selection confusing.
Returning and loyalty customers did not have access to items they frequently ordered, meaning users had to repeat the same browsing steps each time they placed an order.

These issues compounded into a slower, more effortful experience, particularly when users are goal oriented and expect speed and convenience.

goals

The goal of this redesign was not just to improve individual screens, but to make the overall ordering experience faster, clearer, and more intuitive. Specifically it focused on :

Reducing time to order
Improving discoverability of menu items
Simplifying product selection
Supporting repeat behavior
Balancing business and user needs

solution

To address the friction across the ordering experience, I focused on simplifying the journey across three key areas:

1. Improving First Interaction

problem

The category listing page (CLP) was dominated by large banners and whitespace, pushing menu categories below the fold. Users had to scroll before taking any action.

solution

Reduced banner size to reclaim screen space.
Increased visible categories from ~2 to 6.
Ensured categories were accessible immediately on load.

before

Banners push menu categories below the fold, delaying user interaction.

after

Categories surfaced above the fold, enabling faster access to menu options.

outcome

Users could start browsing immediately without friction, leading to faster engagement with the menu.

Simplifying Product Selection

problem

Products were split across multiple listings (e.g., 8pc, 12pc, 16pc), forcing users to make decisions too early and navigate redundant pages.

solution

Consolidated multiple product listings into single entries per category
Moved customization (piece count, combos, etc.) into the Product description pages.
Introduced clearer labeling for meals, combos, and standalone items.
Improved order effiency and contributed to 69% faster ordering.

Consolidated multiple product listings into single entries per category
Moved customization (piece count, combos, etc.) into the PDP
Introduced clearer labeling for meals, combos, and standalone items
Improved order effiency and contributed to 69% faster ordering

before

Multiple listings for similar items create confusion and unnecessary navigation.

after

Consolidated product structure simplifies selection and reduces decision friction.

outcome

Reduced cognitive load during browsing
Improved clarity and confidence in selections
Created a more structured and scalable system

Enabling Faster Reordering

1. Improving First Interaction

problem

Returning users had to repeat the same browsing steps every time they ordered.

The category listing page (CLP) was dominated by large banners and whitespace, pushing menu categories below the fold. Users had to scroll before taking any action.

solution