Corona Sunsets Festival
B2C
DTC
MarTech
Context
Corona Sunsets Festival is an unforgettable celebration with world-class music and stunning sunsets. The event promotes a unique experience by the sea, featuring eco-friendly practices and a rich tapestry of music, art, and culture.
Timeline: December 2022 - June 2023
Role: Product Designer
Team: PO, PM, Developers, QAs
Tools: Figma, Adobe Photoshop, Miro, Jira
Client: Ab InBev together with Squadra Digital
The way we conducted the design process
Understand
Communicate with global directors to understand the event
Research
Benchmark, and secondary research
Define
Propose the best user flow for all market needs
Prototype
Create a style guide based on the KV and asset creation
Test
Ongoing communication with QAs and Devs
Project Highlights
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Upon my assignment to this project, I gained insights into the business details of the event, discovering how Corona Sunsets Festival engages into a range of activities, prioritizes eco-friendly materials, and fosters sustainability.
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After previous experience with past campaigns, we decided to improve the flow by providing the user with a first register incentive and instant prize.
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The visual design objective was to effectively convey the in-person experience in a digital format.
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Users have new ways to participate that does not necessarily required having a physical bottle in hand.
How did we communicate globally?
Following the agile methodologies, together with the engineering team, QAs, Product Managers, Product Owners, I participated checkpoints to go over the development of the product to make sure that the design was delivered on a timely matter. I also engaged on weekly calls with each country representative to listen to their needs and accommodate design changes.
The main platforms used were Slack, Discord and Jira.
Improved user flow
Based on previous promotional campaigns, we decided to shorten the flow to reach to a lucky number. This decision was based on previous data, marketing needs, and business goals along with the Project Managers.
The enforcement of the SSO login that syncs with previous campaigns facilitate the registration for this campaign.
How was the process of creating the visuals?
By receiving the main Key Visual and Visual Brand Identity, I created the assets to comply with the components requirements. A brainstorming session was needed to set the look and feel of the website, because it needed to resonate with the Corona Extra brand website as well.
I also had to ensure that the components and assets would comply to the Design System DaVinci that AbInbev utilizes for all of their branded websites, along with the CMS (Drupal) limitations. For each country I had to provide the Figma designs with translated versions (Spanish, English, Portuguese, Japanese)
Deliverables
- SSO Login and Account Creation Flow
This part of the flow after the login was of high importance because the occurence of any friction could delay or make users leave the flow if the scan did not work
- Bottle Scan tutorial with feedback messages.
This part of the flow after the login was of high importance because the occurence of any friction could delay or make users leave the flow if the scan did not work
- Lucky Number Pages and Account Dashboard
The need of a dashboard for lucky numbers was necessary so the user could assess which prizes they won, and if they were still in the run for the main prize.
- Content Pages
Extra content pages were necessary for SEO purposes, legal, and to educate users on the promo.
Conclusion
This promotional website for the Corona Sunsets Festival was the first version of its kind, and it keeps improving based on user data. It was challenging to fit information about the event, the promo, and the brand mission/vision in one place in a way that would not deviate the attention of the user of the campaign goals.
This event happens annually at over 10+ countries. I was very fortunate to lead the UX/UI Design and engage with stakeholders, developers, bussiness team, legal, and QAs. Its always a great learning experience dealing with different cultures and backgrounds., and understanding technical feasibility.