Brand Ambassador App Redesign + Gamification
Constellation Brands is a Fortune 500 beverage alcohol company with +8,000 employees serving over 100 brands to more than 9 million consumers.
TOOLS USED TIME:
Sketch, Invision 5 Sprints
ROLE:
UX Designer
RESEARCH METHODS:
Domain research, competitive analysis, SME interviews, user interviews, user personas, benchmarking, click tests, rapid prototyping, A/B testing, card sorting, surveys, scenarios, usability testing and task analysis
The Challenge
Constellation Brands came to us with the goal to redesign their existing employee-only Ambassador app and integrate it more into their daily, personal lives. The Ambassador app is a Constellation Brands portfolio and accounts focused mobile app that includes the following features:
A Google Maps–like interface showing accounts that sell products from their wines, spirits and import beer portfolios.
Filter accounts by location, type (restaurants, liquor stores, bars, etc.) and brand
View which products are sold at a specific account
Get directions to the store using the Apple Maps, Google Maps or Waze
The driving purpose behind this app was to help Constellation Brand (CBI) employees form a connection to the products they sell and interact with in their lives.
User Interviews
I designed SME and user interview scripts to find out why it was important for CBI employees to be brand ambassadors and how employees use the current app.
SAMPLE INTERVIEW QUESTIONS:
How do you currently learn about CBI products?
Tell me about the last time you used the app.
What factors go into your decisions when choosing a place to purchase beer, wine or spirits?
Tell me about a time a friend or family member asked for a recommendation, either for a restaurant/bar or for a specific CBI product.
INSIGHTS
Users reported that on the current app, the search and filter functions were difficult to use, it was hard to keep track of new CBI products, and there wasn’t enough information about each product.
The Problem
Both new and seasoned Constellation Brand employees need an easy way to stay up-to-date on and locate all the brands in the company’s portfolio to become educated and engaged members of the CBI community. Connected employees are better equipped and more likely to make confident recommendations to friends and family.
Our Process
From there, we started ideating with a focus on finding solutions to the problems our users told us about and narrowed down our sketches to three concepts.
We sketched out 3, low-fidelity paper prototypes to present to users for user testing.
Concept 1
A tool that encourages users to self-educate about new and current products through a dynamic filter and search feature.
Concept 2
A game like reward system where employees earn points for check-ins, reviews and product recommendations and compete other users in the company.
Concept 3
A social network for CBI employees to connect with each other about CBI products and the places that sell them
What did our users think?
Top-level insights
Validation of our problem statement and design principles - Users are using this app:
To locate CBI products
As an educational tool
To discover new products
Check-ins and badges work well as an incentive for users to start and keep using the app, as long as it is integrated into the flow of the core functions
Each section of the app should have a way of connecting users to the other sections (ex. browse items to then find them on the map)
