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Client
KFC India
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Service
UX Research & Design
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Industry
Food & Beverage Retail
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Company Size
500,000+
The client
One of the world’s most recognised quick service restaurant chains — present across India’s metros and tier-two cities through an extensive network of company-owned and franchise outlets — was investing heavily in digital ordering channels to reduce in-store operational costs and increase order values. Despite significant hardware investment in kiosks and an established branded app across India, digital adoption was not accelerating at the rate the business needed, and average order values through digital channels were underperforming their potential. The brand engaged Worxwide to diagnose and redesign the digital ordering experience from the user’s perspective.
The problem
One of the world’s most recognised quick service restaurant chains — present across India’s metros and tier-two cities through an extensive network of company-owned and franchise outlets — was investing heavily in digital ordering channels to reduce in-store operational costs and increase order values. Despite significant hardware investment in kiosks and an established branded app across India, digital adoption was not accelerating at the rate the business needed, and average order values through digital channels were underperforming their potential. The brand engaged Worxwide to diagnose and redesign the digital ordering experience from the user’s perspective.
OUR SOLUTION
Worxwide conducted in-depth user interviews across Indian outlet locations and gathered 28 survey responses to validate experience patterns at scale. The research informed a redesign of the offer affordance architecture and recommendation algorithm — creating better contextual offer presentation curated to in-cart value — alongside comprehensive cognitive load reduction across both the kiosk and app interfaces. Designs were validated through usability testing to ensure commercial objectives were grounded in genuine usability improvement rather than aesthetic preference.
- In-Depth User Research Across Indian QSR Outlet Locations — Primary research — combining in-depth interviews with outlet visitors and scaled survey validation across India — generated the understanding of Indian consumer digital ordering behaviour and mental models needed to design an experience that felt intuitive rather than unfamiliar to local users.
- Improved Offer Affordance and In-Cart Recommendation Algorithm — The redesigned offer presentation architecture gave contextually relevant promotions higher prominence at the most commercially effective moments in the ordering journey, while an improved recommendation algorithm suggested complementary items based on in-cart value and order composition.
- Cognitive Load Reduction Across Kiosk and App Interfaces — Comprehensive cognitive load reduction across both channels — simplifying navigation, reducing choice complexity, and directing visual attention toward the most commercially productive interactions — made the digital ordering experience faster, more confident, and more enjoyable for Indian QSR customers.
Our work in action
The Impact
15% Increase in Digital Adoption Across Kiosks and Apps in India
The redesigned digital ordering experience drove a 15% uplift in digital channel adoption with more Indian customers choosing kiosk and app ordering over counter service — delivering against the operational cost reduction objectives that had motivated the original digital investment.
7% Increase in Average Order Value Through Digital Channels
Improved offer affordance, better recommendation design, and reduced cognitive friction combined to drive a 7% lift in average order value through digital channels — capturing the commercial upside that the previous experience had consistently failed to deliver.
Improved Customer Experience and Digital Journey Confidence
The redesigned interface created a more confident, enjoyable digital ordering experience increasing customer satisfaction with the brand’s digital channels across India — building the foundation for habitual digital ordering behaviour that would compound commercial benefits over time.
