Coca-Cola Live Positively Redesign
Opportunity
Live Positively is the social responsibility initiative of the Coca Cola Company, communicating their investments in communities, education and sustainability. Coke hired Possible to come up with a more effective strategy (including social strategy) for the initiative and re-design the digital experience. This was in part fueled by the need to have a more effective and cohesive response to ongoing negative press impacting their products, and as such Live Positively was getting high-level attention within Coke.
Process
I was the Associate Creative Director for the Coca-Cola account and oversaw the daily activities of a creative team made up of an art director, designers, user experience architects, and copy writers. (Staffing fluctuated with project needs.) I also contributed to strategic work and provided some user experience deliverables.
I conducted exploratory user interviews to inform our approach and content strategy and usability testing of an initial prototype to validate our design.
Work
This diagram was used to help define the opportunities to tell a more cohesive and impactful story and to more effectively use the channels available to participate in conversations outside of Coke's owned digital properties. The diagram was repurposed widely throughout the organization to help sell through the necessity of changing the way Coke was using their digital channels to respond and communicate to challenges in their industry.
The client’s ultimate goal was to move consumers from a place of potential skepticism to a place of advocacy for the brand. I developed a set of diagrams to explore the realities and challenges behind this and to map a targeted content strategy to the phase of the customer journey.
Overcoming barriers to engagement. The client’s ultimate goal was to move consumers from a place of potential skepticism to a place of advocacy for the brand. I developed a set of diagrams to explore the realities and challenges behind this and to map a targeted content strategy to the phase of the customer journey.
The design needed to be able to handle an enormous range of social engagement programs that were widely distributed across the company and had widely varying levels of support, activity and content. After an audit of exisitng content, I created a system of categories that would give users a quick impression of the broad range and reach of Coke's community engagement programs, and also provide easily accessible entry points into individual programs of interest.
Because I was working with an experienced, agile team of designers dedicated to the project, we were able to streamline our process, concepting and wireframing the experience primarily on whiteboards and Sharpies for early iterations and ideation, then moved directly into design comps.
A Flexible, Responsive Final Design
Project Title
Client
The Coca-Cola Company
My Roles:
Creative direction
User Interviews
Usability Testing
Content Strategy
Information Architecture
Wireframing
Prototyping