Case Study
Modifications
Overview
Redesign the order modification flow within KFC & Taco Bell’s Point of Sale (POS) system to:
Improve team member efficiency when modifying orders.
Adapt to unpredictable customer order patterns.
Build a scalable white-label solution for future brands.
The result was a faster, more intuitive order modification flow that increased upsell conversions, reduced service time, and laid the groundwork for cross-brand scalability.
The Challenge
Inflexible Modification Flow: The existing POS system made it difficult for team members to modify orders, especially during high-volume periods.
Limited Menu Customization: The lack of dynamic menu suggestions or quick modifications slowed down service time.
Scalability Constraints: KFC's POS was not designed to scale across Yum! Brands, making future implementations resource-heavy.
KFC & Taco Bell's Previous POS
Taco Bell's Previous POS
KFC's Previous POS
Research and Discovery
User Interviews: Conducted 35+ interviews with team members to identify pain points. In-store Observations: Spent 60+ hours across multiple locations to study team member behavior and customer interactions. Cross-functional Collaboration: Worked closely with product managers, developers, and operations to understand technical limitations and business goals.
Key Insights:
Team members struggled to modify orders efficiently.
Opportunities for increasing revenue through dynamic menu suggestions were missed.
The flow lacked scalability, making future brand rollouts inefficient.
Design Solutions
Flexible Flow Design: Introduced a dynamic order modification flow allowing team members to make real-time changes. Smart Menu Guidance: Implemented predictive suggestions to simplify upsells and customizations. White-label Design System: Built a modular design system allowing rapid customization for future Yum! Brands.
Wire-framing & Prototyping
I led the design of low-fidelity wireframes to:
Break down the modification process into intuitive steps.
Reduce cognitive load for team members.
Create a seamless experience adaptable across different brands.
High-fidelity prototypes focused on:
Enhancing visual clarity in the POS interface.
Implementing clear order modification guidance.
Introducing scalable design components.
KFC V2
KFC V5
TB V1
TB V5
Testing and Validation
Alpha Testing: Internally tested with operations and engineering teams. Beta Testing: Conducted real-world usability testing across 50+ KFC locations.
Results from testing:
41% reduction in time spent modifying orders.
29% increase in upsell conversions.
64% reduction in team member error during order modifications.
Outcome
The redesigned Modification Flow delivered exceptional outcomes:
Faster order processing, reducing service time by 41%.
Increased upsell conversions, driving 29% more revenue.
Scalable solution implemented across KFC, and primed for Taco Bell, Pizza Hut, and Habit Burger.
The design system reduced future development time by 30%, allowing rapid rollout across multiple brands without requiring heavy design/development lift.
Takeaways
Designing for scalability was key in ensuring future brand rollouts could happen quickly.
Minimizing cognitive load for team members allowed faster service times.
Leveraging operational insights ensured the solution aligned with business goals while improving customer experience.
Future Considerations (Currently in Discovery)
AI-driven recommendations: Introduce predictive upsell opportunities based on customer order history.
Centralized management panel: Enable real-time menu updates for franchise operators.
Voice-enabled modifications: Implement voice interaction to further streamline order modifications.