UX/UI Case Study: KFC Careers
How good brand strategy, UX and design made applying for KFC an enjoyable experience
For us, applying to KFC isn’t like applying to any old job. It’s the dawning of what usually is a life-long love for the brand. At Ogilvy, we put a lot of love and care into making slick ads for KFC, and we want to maintain a consistent level of experience across the brand — from ordering a bucket of chicken, to applying for a job.
Our Challenge
The brief was simple. Transform the KFC careers portal into a fun, engaging and on-brand experience. Make use of great form design to improve UX issues, and speed up the overall customer journey.
We also wanted to make it a better experience post-application for both hiring managers and future employees, taking advantage of automated EDMs to show the status of an application.
What we did
UX Audit & Design
We applied good design practices to make this site not only incredibly easy to use, but engaging as well. Principles of good form design, such as pre-formatted date input fields (pop-up calendars are so 2010) and the ability to not only apply for multiple roles, but multiple stores too, all on a really lovely map view, where you can see exactly where each store is.
Total Design Refresh
The new design is modern, fresh and quintessentially KFC, right down to the buckets of chicken as stage markers, and emojis in place of icons.
Party in the front, business in the back
Using real-time data, we can pull in job listings, send through application data, and create automations to notify applicants of the progress of their application in real time. Stores now also have an automated process to reject applications that are out of date.
The Result?
A job portal that’s engaging, fun and easy to use — and oh-so-on-brand for KFC. Since lauch we’ve smashed our goals with:
60% increase in completed applications
Thousands of happy applicants!
Check it out for yourself!
