Customer Journey
This section uses the interaction model as the template for customer-facing documentation. Instead of organizing content by internal platform modules, we organize it by how a customer actually moves through the experience.
The structure below follows the most common digital ordering pattern seen globally: customers start from the homepage, set fulfillment context, browse food and value options, review and customize products, and complete checkout. Supporting journeys such as account, store lookup, help, and brand content sit alongside that primary path rather than inside it.
Each interaction in this journey has its own subpage. Those pages are where we can place the mockup, the reasoning behind the design, business rules, and market-specific variations.
Core Ordering Journey
| Step | Journey Stage | What the customer is trying to do |
|---|---|---|
| 0 | Homepage | Re-enter the experience, see personalized content, discover offers, and decide where to start |
| 1 | Setup Order | Set location, order mode, store, and schedule so the platform can show the right menu |
| 2 | Find Products | Browse the menu, move into PDP, choose size, customize products, and review add-ons |
| 3 | Rewards, Offers and Loyalty | Discover promotions, vouchers, loyalty benefits, and value-led offers |
| 4 | Order and Get | Review the cart, apply promos, choose payment, and place the order |
| WIP | Track Order | Placeholder only until the latest post-checkout prototype design is available |
Supporting Journeys
Why This Organization Makes Sense
- Customers often start from the homepage because it is the fastest place to re-enter ordering, offers, rewards, or reorder behavior.
- Customers set context early because location, fulfillment mode, and timing determine what can actually be ordered.
- Customers then browse products and value opportunities in parallel, often moving between menu discovery and deals before committing.
- Customers only spend effort on detail, customization, cart review, and checkout after they have found a likely product or offer.
- Post-checkout tracking remains important, but it should not be treated as completed documentation until the latest prototype flow exists.
- Account, help, store lookup, and brand content remain important, but they work best as supporting journeys because they can happen before, during, or after ordering.
Coverage Checklist
- Homepage
- Setup Order
- Access Account + Manage Profile
- Get Help
- Find Products
- Rewards, Offers and Loyalty
- Order + Get
- Track Order WIP
- Find a Store
- Learn About KFC