Overview
To prepare for a new business pitch to an international beer brand, as part of a small UX team at DDB New York, I performed research and strategy activities to help creative and planning teams understand the brand, its customers, the competitive landscape, and opportunities for delightful and useful interactions.
My Role
I conducted research on the brand’s current ecosystem. This was to understand the breadth and strength of their current customer experience. I also performed extensive competitive research that identified opportunities to expand or improve tactics and brand loyalty.
The pitch assignment asked us to design experiences for fans of certain sports with massive followings and resembling subcultures. To learn about the behaviors and mindsets of these potential customers, I designed user interview scripts and surveys to gather this information.
From these research activities, I created multiple journey maps that demonstrated opportunities and pain points of current fan experiences. The maps inspired the design of new fan experiences incorporating and enhanced by the beer brand and were then illustrated, which I converted to webpages to tell our stories in a simple and immersive layout.