Digital Hub Platform

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.

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.

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.

User Research & Personas

Lean user research was needed to inform complex task flows and justify design decisions. The global soft drink company had no existing user research, and the need for it became clear during project updates and review meetings. Over two days, we interviewed users and synthesized the findings using thematic analysis. We applied the hierarchy of user needs to guide the design, ensuring it addressed users’ needs at each level. The research made such an impact that the software company incorporated the approach into its global playbook.

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 Personas From Playbook