Soft Drink Activations

Problem

The digital hub is intended to serve as a central platform with multiple entry points, including the Connect Pack (mandatory), QR-enabled OOH assets, social media, and other channels (refer to E2E strategy for comprehensive details). The overarching goal is to ensure the hub is engaging, easily accessible, and effectively communicates brand and promotion benefits to all users.

Solution

To design an engaging, easily accessible digital hub with multiple entry points, leveraging OneXP’s flex and fixed components to create a unified “one-stop-shop” experience for users. The hub will effectively communicate brand and promotion benefits, encourage user registration, and gather valuable first-party data (1PD) to fuel media targeting and future insights.

Constraints

Having to use the companies playbook covering digital frameworks for the soft drink brands for digital hub design, 1PD collection & promotion page design, various plug & play experiences aimed at enhancing user engagement, and helping the Global & OU Charter teams, serving as a practical tool to design scalable Digital Toolkits & Experiences. It was designed to simplify work of Charter Teams through a flexible digital framework and standard set of deliverables to create seamless, consistent and engaging digital experiences across Charters, leveraging available capabilities to connect with the audience and scale the brands' online presence. 

Discovery and Framing

Hypothesis

We believe that designing a digital hub with multiple entry points, such as Connect Pack, QR-enabled OOH assets, and social media, will increase user engagement and accessibility. By utilizing OneXP’s fixed and flexible templates, we can enable Operating Units (OUs) to adopt a self-service approach, facilitating easy content adaptation and rapid updates. This, in turn, will lead to more consistent and engaging user experiences.

Assumptions

  • User Engagement Challenge: The business faces challenges in user engagement, frequent visits and account registration on existing product brand pages.

  • Brand Loyalty: Assuming a level of brand loyalty, the proposed centralized hubs for Sprite and Fanta aims to capitalize on the loyalty to drive user engagement.

  • Incentive Effectiveness: The assumption is that exclusive experiences and promotions will serve as effective incentive for users to register accounts and actively engage with the centralized hub.

  • Resource and Technology Readiness: It is assumed that the current technology infrastructure can support the hub, and there are adequate resources available for its development, launch, ongoing management and retooling.

How might we. . .

How might we design a digital hub that leverages multiple entry points such as Connect Pack, QR-enabled OOH assets, and social media to create an engaging and easily accessible experience, while ensuring brand and promotion benefits are clearly communicated.

User Personas From Playbook

User Research

Lean user research was needed to inform the complex task flows and justify design decisions. The global soft drink company didn't have any user research and it became apparent during updates and review meetings that lean user research was needed. This research was done over the span of two days, and was so impressive that the software company incorporated it into their global playbook.

 

User Task Flows

Design Artifacts User Flows Wireframes

Low Fid Wireframes

Mobile Wireframes Black and White v4

Mobile Wireframes

Soft Drink 1 - V4

Mobile Wireframes

Soft Drink 2 - V4

Insights

  • Lean user research lead to the disocvery that most users are incentivised by promotions and rewards.
  • The design teams storytelling for presentation was adopted as a framework for the soft drink companies global playbook.
  • Making design decisions above the fold as users tend not to scroll past the fold helped inform and focus what was being shown above the fold.