The Goal
My Coke Rewards was committed to building deeper, more connected brand experiences that drove trials and generated customer loyalty with drinkers. This would make the purchase, consumption and engagement with their portfolio of brands seamless and enjoyable for consumers.
The most significant change was that there would be a value exchange between all of Coca-Cola’s brands with their customers. The design system would allow for all brands to lead within the Coca-Cola company.
Two Approach Options
Based on strategic direction and best practices, we explored two distinct creative paths for where the company is headed in the future.

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Brand_Combined

Portfolio_Combined
Communication Flows were provided across brand, customer, and acquisition channels that showcased how consumers would enter the brand and receive communications. The Portfolio approach for company communications with consumers was picked by Coca-Cola.

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Onboarding and Registration
The onboarding flow for registration, progressive profiling, and the preference center were fleshed out to support a personal and frictionless experience for the millennial user base.

registration
The onboarding data would be used to pre-populate form fields (including Contact Us and Rewards Redemption) when possible. Preference and activity data collected through onboarding and preference center would scale to inform precision content across program touch-points .
Progressive Profiling
Based on research of progressive profiling, Coca-Cola can collect information about users’ personal preferences as a part of onboarding (ie. a pop up would show questions after the user had registered).

2: User arrives on [Brand.com] utilizing single sign on capability

3: Module with a question displays to further collect preferences

 icon-exclamation-circleModal displays only brand preference question. Only brand preference question shown in this session. If user skips they will not see modal display again until the next session.

4: User can earn a reward for response

5: Module with question displays
upon new site session to further collect preferences

 icon-exclamation-circleModal displays only interests preference question. Display will only show in this session if brand preference was collected. If skipped, will not display modal again until the next session. After third session, modals will not be shown.


1_Profile
2: User arrives on [Brand.com] utilizing single sign on capability

3_Profile
3: Module with a question displays to further collect preferences

Modal displays only brand preference question. Only brand preference question shown in this session. If user skips they will not see modal display again until the next session.


4_Profile
4: User can earn a reward for response

5_Profile
5: Module with question displays upon new site session to further collect preferences

Modal displays only interests preference question. Display will only show in this session if brand preference was collected. If skipped, will not display modal again until the next session. After third session, modals will not be shown.

Navigation
Single sign on capabilities enables a profile to be accessible from all brand properties. In this vision, a user can click on their name within the current navigation of any brand site to access their ‘Personal Preference Center’ area, which opens as an overlay. Redeemable rewards remains in the ‘Rewards’ pages accessible through rewards icon in a member’s authenticated navigation bar.

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phone

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Key Preference/Reward
Key Preference/
Reward
Activite Rewards is the key to the Preference Center and is a great location to drive engagement. Communication Preferences are needed to support the contacting of Coca-Cola’s members. Interests enables the company to personalize the conversation with consumers.

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communication

reward_history

interests

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profile

rewards_active

communication

reward_history

interests

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The complete annotation deck is viewable here.

Due to organizational and time limitations, changes in features and functionality were impelemented in a phased approach. Don’t worry, though – the display and feel of the portfolio approach was seamless across all brands and digital properties. All tactical screens and communications worked within the larger eco-system of the Coca-Cola Company. These changes grew the drinker base, bridged physical and digital touchpoints, and delivered value to new consumers!
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mobile-in-hand-1
Let’s Work Together
Let’s have a conversation about everything and anything
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