Designing Customer Experience for Popeyes Local Relevance

Project Detail

HCID 520 Users and Populations

Final Discovery Phase Project

Deliverables

Project Pitch, Competitive Analysis, Usability Testing, Final Design Recommendations.

Team

Quynh Nguyen

Ju Eun Lim

Yangyang Liang

Zhi Zheng

This project explored how Popeyes could better localize its brand experience to serve customers in Shanghai, China. After the chain’s early closure in China back in 2020 and its reopening in 2023, our team analyzed pain points such as high pricing, poor localization, and language barriers through personas, usability testing, and competitor price comparison.

Popeyes opening in Shanghai on August 19, 2023. Source: Getty Images

Key Insights

  • Local consumers value affordability, fast service, and healthier menu options.

  • Foreign consumers struggle with language barriers and crave familiar food.

  • Popeye’s current offerings don’t meet diverse expectations for taste, price, and usability.

Design Recommendations

  • Create localized fusion menu items with more vegetables and familiar Chinese flavors.

  • Add English support on physical and digital menus.

  • Improve dine-in experience with handwashing stations.

  • Introduce engaging promotions and trials to build loyalty.

Time

May - Aug 2024

My Contributions

I helped define the implications for design, which include menu adaptations, marketing promotions, and in-store layout improvements. I also contributed to creating persona, prepping and conducting usability testing, and competitive analysis.

Overview

Key Visuals

Reddit forums that discuss about Popeyes quality in Shanghai, China

Reviews of Popeyes in Shanghai, China on app DianPin

Reviews of Popeyes in Shanghai, China on app DianPin

Price comparison between competitive fasts-food brands in China

Persona #1: Foreigner/visitor

Persona #2: Local customer

Reflection

  • Create localized fusion menu items with more vegetables and familiar Chinese flavors.

  • Add English support on physical and digital menus.

  • Improve dine-in experience with handwashing stations.

  • Introduce engaging promotions and trials to build loyalty.