KFC, the world's largest fried chicken restaurant chain, and Sephora, a leading retailer of prestige beauty products, are two seemingly disparate brands. However, in a surprising move, the two companies partnered to create a limited-edition makeup collection inspired by KFC's signature fried chicken. This UX case study showcase a speculative project where I envisioned and executed the unique collaboration.
The primary challenge of this UX project was to aid in the launch of this collaboration. The brands are teaming up to creating an immersive pop-up store in NYC to support the launch of the product. It was my job to find out how UX can support, drive traffic and increase sales of product. The final product needed to capture the essence of KFC’s brand while also maintaining SEphora’s reputation for high-quality sophisticated products. Additionally the digital experience needed to be seamless and integrated both brands’ existing online platforms.
Challenge
How can UX increase foot traffic?
How can UX increase product sales?
How can we give people from other cities the opportunity to experience the pop-up remotely ?
My Process
Research
Understand planned activations at the Pop-up
Understand business goals
Research App’s used in event spaces
Familiarize the functionality of both brand’s current Apps.
Ideate and design
Testing and approval from both brands
App Launch
The first phase of research began with understanding the functionality of both the KFC and Sephora Apps. When marrying two brands together I wanted to ensure that the creative merged organically. I also looked at past collaborations that both brands have participated in to understand the voice and approaches taken.
Persona
DESIGN
Chloe, The Fashion-forward foodie
22, NYC, PR Assistant
Chloe is a fashion forward foodie with a large instagram following. When not working she can be found at an exclusive event, blogging about the latest restaurant or creating beauty content for her YouTube channel.
User Flow
The design process began with a simple wireframe sketch. In this practice I realized there was an area for opportunity. Initially I wanted to design a simple App that could be used in-person at the event. This simple app would allow a person to “check in” for certain activations, use a map to navigate throughout the space, and also access all photos taken at the event. The photos, videos, and GIF’s created at the event would be provided to the influencers and event goers to be used for social posts, without the individual having to create the content themselves. While these ideas would align with the client’s asks, I felt that I could do more. This is where the e-commerce shop was added to the app.
In addition to the ability to check-in and access the pop-up site features such as downloading photos and booking appointments, the e-commerce feature was added. This additonal feature allows for users to shop for curated beauty + food packages, shop the product alone, or order KFC directly to their home.
Successes
We were able to make the first ever app where you can get food and makeup delivered to your door at the same time. In doing so we created a buzz around the pop up, found a solution to allow users not in attendance to access the product, and provide visitors with organic content. This was all done while successfully upholding the brand guidelines of both comapnies.
speculative project
