KFC
Store and service system for China's leading quick-service retail experience.
The challenge was to go beyond a better app and create an integrated experience across digital tools, store journeys, and services based on customer insights.
The pre-order app improved the user experience and helped KFC reach its goal, with usage growing from 10% to over 60%. The Future Store launched in Hangzhou is the model for the long-term transformation of service and space experience.
Led end-to-end creative and experience direction for KFC China's large-scale digital transformation, spanning mobile ordering, retail service design, future-store environments, membership experiences, and launch-ready design systems. Translated consumer insights and operational data into scalable UI/UX, visual guidelines, and physical-digital customer journeys across thousands of restaurants.
Challenge
KFC China had more than 7,000 restaurants and needed to shift ordering behavior at scale while reducing operational friction. The challenge required aligning business goals, customer behavior, store operations, and brand experience into one coherent digital and retail transformation model.
Solution
I led the team to translate user research, store observations, staff routines, and behavioral data into an ideal digital ordering journey. We aligned mobile UI, menu logic, food imagery, pick-up flow, store layout, and membership communication around one consistent experience, while defining data-driven service models for different store types, including breakfast subscriptions and personalized offers to increase satisfaction.
Impact
Scaled digital ordering adoption from 10% to 65%, supported a No.1-ranked app launch in China's iOS App Store, and established a replicable future-store model across 30+ locations. Demonstrates APAC-scale creative leadership across consumer experience, UI/UX, retail, service design, and production-ready guidelines.
About
Yum China — KFC
Benesse’s Chinese Kodomo Challenge business served 1.12 million children as of April 2021, making China its largest overseas education market. The company has continued localizing family learning while responding to digital competition through integrated content, services, and learning experiences designed around Chinese parents and preschool children.