KFC Rewards:

KFC Rewards is a loyalty program designed to recognize and reward our most dedicated customers. Users can earn points with every purchase, unlocking exclusive rewards, offers, and special perks. This foundational program ensures easy access to redeemable rewards and tailored promotions, aiming to enhance customer engagement and retention. The KFC digital team and UX designers collaborated over several sprints to integrate a variety of features into the rewards experience for both web and app users.

My role:

As the Senior UX Designer on the team, I worked closely with the business analyst, developers and product team to bring creativity to the project. Joining during the production phase, I focused on redesigning promotional offers, badges and the Funko Fusion, initiating the holiday campaigns and competitive analysis, ensuring the successful implementation of these designs.

Business problems addressed:

Our efforts focused on addressing key business challenges such as boosting customer loyalty, increasing visit frequency, enhancing engagement, gathering valuable customer data and insights, and establishing a competitive edge. During regular calls with stakeholders, we discussed business goals and deliverable expectations, user pain points, development constraints, research insights, the project timeline, and assigned roles and responsibilities. 

Design process:

These innovative features have been seamlessly integrated into the KFC Rewards program on kfc.com and the KFC app. Our design process began with a thorough review of Figma designs and user flows, identifying gaps during the design review phase. We collaborated closely with business analysts, developers, the product team, and UX and marketing teams to gather requirements through user stories and address pain points with effective solutions. This iterative approach was shaped by stakeholder feedback. Our primary objective was to ensure consistency and accessibility, adhering to WCAG 2.1 AA standards across all applications. To achieve this, we utilized the KFC Design System and style guides, rigorously testing development work to ensure high-quality design implementation.

Key features:

Funko Badges: We have introduced badges to the KFC Rewards program to boost user engagement and help users discover this new feature. The strategic purpose of badges is to motivate users to complete specific tasks, fostering a sense of achievement that encourages social sharing. 

Funko Fusion rewards: KFC has partnered with the Funko Fusion game for a special campaign offering exclusive opportunities to KFC Rewards members.

This campaign enables KFC Rewards members to engage with the Funko Fusion game and its community. The Digital team and I worked diligently to bring this project to life, marking the debut of our badges and non-food redemption rewards. Both features launched on September 13, 2024 and lasts to the end of the year.