frog Design: crafting new generation kids’ birthday experiences

OVERVIEW

KFC came to us because they noticed that new generation families have been changing their needs. Our team at frog  redesigned KFC app family section in the KFC meta app from scractch from interviewing to final design into the market.

TIMELINE

Jun-Sep 2019 (3 months)

CLIENT

KFC

MY ROLE

Interaction Design Intern

TEAM

Director, Visual Designer, Project Manager, Creative technologists

BACKGROUND

Turning a failed product into a successful
diabete management product

MAIN FEATURES

Design for new generation kids birthday experiences

Shareable event invitation card

Shareable invitation card for birthday party events that families can easily invite their friends in a more friendly way.

1

Shareable event invitation card

Personalized information on the landing page for parents and kids easily to access the information.

2

Flexible booking process

The simple and easy to follow onboarding helps the new user to quickly get instant responses from the store manager.

3

CHALLENGE

How can we curate better even booking
experiences for new families?

BACKGROUND

KFC wants to understand new generation family needs and attract them to connect with KFC brand


Despite KFC is by far the most popular fast food chain in China, they had recently seen a decrease in family customers.

FIELD TRIPS & SECONDARY RESEARCH

10+ interviews into insights of KFC event bookings experiences

I conducted all the field trip interviews with our store managers, KFC clients, and competitors' clients. We found that KFC is a really competitive in the market as a brand for adults, but now they are really losing their kids’ families.

01. Birthday party means a specialized moment for families.
02. Families want a more flexible schedule plan and real-time response.
03. Kids are looking for fun experiences during audio book reading experiences.


“We need more standardized workflow.”


Store manager, event manager, and families
WORKSHOPS

Balance business needs from KFC roadmap planning

I worked with the team drawing out the storyboards and ideas that can inspire use. We took the insights from Kids love KFC because it is personalized reading companion,

Parents love KFC because it curates special and easy booking of events, and Parents love KFC because it witnesses the growth of Kids.


INFORMATION ARCHITECTURE

Breakdown of needs into information segments

We decided to break down the main section of family section into 3 parts: audio book, event booking, and e-shop. By learning both business goals from our clients and customer needs, we prioritize these three moments which can efficiently leverage KFC brand. For audio book, we added interactive features; for event, we want to keep track of the order and history in a real-time conversation; for e-shop, we want to bridge the retail and online experiences.



SYSTEM DIAGRAM

Business model in-store management

During the workshop, we found out that the communication and connection between store manager and family customer for booking events. It is important to bridge the gap by setting up the a system. We took the chance from their existing phone, in-store platform and customers app with step by step real-time responses.

GOAL

Leverage a consistent service standard across
all the KFC store with less training effort

UI DESIGN

Efficient booking system

An efficient booking system that may allow users to quickly find their party/event store. This will also allow them communicate with the store manager more efficiently from a customer side.

“ I called several KFC stores to check book availabilities and updates. I like this real-time responses.”-KFC customer

UI DESIGN

Clear landing page hierarchy

By smartly prioritizing the landing page, parents are able to find their needs and birthdays party whenever they want to book. We will ask them about their kid's birthday when they just started to use the app. This will allow us to take care of their birthday event ahead. We will curate special pop-up for them.

“My kids asked me to help them book the event because I was the only one could find hidden contents in this app.” -Family Zheng, KFC Customer
UI DESIGN

Engaging experience of audiobook

A fun way to pre-read and read for kids. Audio book is unique that people make a decision of reading by its tone and sound. They will gain achievements and know their progress when learning from the audiobook.

“I preferred Tongshuhui before because of his voice. I like to try this audiobook more. It is so much fun with the interactive book”
-8-years-old kid from Lin’s family
STYLE GUIDE

Visual Assets

KFC also looks for a newer and younger feeling of visual design from the UI library. We provided the color palette and design modules to communicate with their design & engineer team to implement the pixel-perfect results. I worked with visual designer on UI mockups and interactive prototypes to take all the elements into consideration.


“I preferred Tongshuhui before because of his voice. I like to try this audiobook more. It is so much fun with the interactive book”
-8-years-old kid from Lin’s family
STYLE GUIDE

My work on landing & audio book prototypes

KFC also looks for a newer and younger feeling of visual design from the UI library. We provided the color palette and design modules to communicate with their design & engineer team to implement the pixel-perfect results. I worked with visual designer on UI mockups and interactive prototypes to take all the elements into consideration.

Easy-to-find navigation

Home Page

The family panel landing page was categorized into 3 directories: Enjoy Event, Listen to story, and buy books

Event Page

Customizable invitation letter for birthday party events and welcoming more friends to join

E-shop Page

After the party, there will be videos created by KFC for families to share in their group chats

Kids’ friendly audio book reading experiences

Gamifying: Achievement effects

KFC features engaging micro-interactions that add enjoyment to gamification of a book reading system

Book coupon rewards after completing quiz

The experience of reading physical books is now rewarded and managed on a digital platform

Long press of preview audio book before clicking

We found that kids have a preference of the audio tones before listening to the full audio book. By providing a short preview of the books, they can choose and compare quickly among different options

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