SUMMARY
- Delivered a responsive experience to launch Coca-Cola's new mixer range
- Rolled out in multiple regions
- Rolled out in multiple regions
THE NEED
Create a microsite for the launch of Coca-Cola's new signature mixers range, this site should include several Coca-Cola company brands and highlight the brand's heritage in this space.
Business goals
- Position Coca-Cola company as a credible authority within the premium mixed drinks category
- Create a desire for drinks containing the mixers portfolio
- Demonstrate the breath of choice within the Coca-Cola Signature Mixers range
- Educate the uses of Coca-Cola Signature Mixers range for pairing to cocktails
Considerations
- An age barrier must be included to make sure those entering the site were 18
- This will need to house a Coca-cola pairing tool
DISCOVERY
Identifying the audience
Identifying the audience
The team worked with Coca-Cola to define the B2B user personas to help identify the types of users who would be using the product. Although this was seen as a B2C microsite, we needed to make sure B2B users had information they needed in order to create cocktails in a professional manner.
Understanding the premium mixers market
A market research analysis was created by the team to understand the brand’s current position within the premium mixers category. This helped to form the narrative of the site, the type of content that was expected within the category and formed a best-in-class example.
User journey's considered throughout
A site map was created in order to understand the IA of the proposed site, these were reinforced by simple user journeys to make sure the site flowed correctly and requirements critical to alcohol laws were incorporated.
Exploring design directions
Initial sketches were developed to explore potential design directions. A modular approach was adopted to address the site's diverse needs, incorporating the functional elements necessary to position it as a competitive player in the market. At the same time, the design highlighted the iconic brand presence that Coca-Cola is known for.
Initial sketches were developed to explore potential design directions. A modular approach was adopted to address the site's diverse needs, incorporating the functional elements necessary to position it as a competitive player in the market. At the same time, the design highlighted the iconic brand presence that Coca-Cola is known for.
The site needed to showcase several key elements, with Coca-Cola, Coca-Cola Signature Mixers and Schweppes being individually represented while maintaining a consistent overarching Coca-Cola brand identity. Early prototypes were developed to collect user feedback, which was then refined and integrated before the official launch.
Wireframes started off the conversation with the team, leading into various rounds of amends taking to key stakeholders throughout the process. Each page allowed the user to discover other pages within the site, making sure there were no dead ends and educational elements were added were relevant.
A key focus was educating users about Coca-Cola Signature Mixers in the new range, including the ingredients and ideal pairing combinations. The story behind the creation of these new mixers played a significant role in the brand narrative and had to be prominently featured.
Based on the previous market research, a heritage piece showcasing Schweppes was developed. This standalone timeline visually highlighted the brand's rich history, emphasising key moments in its journey, below shows the prototype shared with key stakeholder teams.
THE OUTPUT
The final microsite was designed to address both B2C and B2B needs, featuring an intuitive navigation system that guided users through a discovery flow to explore the drinks or directed the trade team to the specific resources they required. A visually striking design was implemented, ensuring an optimal user experience across desktop, tablet, and mobile devices.
The final microsite was designed to address both B2C and B2B needs, featuring an intuitive navigation system that guided users through a discovery flow to explore the drinks or directed the trade team to the specific resources they required. A visually striking design was implemented, ensuring an optimal user experience across desktop, tablet, and mobile devices.
Interaction design played a key role in the final output, with careful attention given to navigation options, hover actions, and scrolling reveals.
The launch of the project marked a significant milestone, with the site going live first within Great Britain (GB) and later rolled out in the Latin America (LATAM) market.
