Heineken Home Draught eCommerce Platform
Overview
Role: UX Producer
Summary: A golden eCommerce platform where people can buy beer and learn about Heineken’s new home draught system.
Problem Statement
Problem: Develop a platform to sell Heineken’s home draught products and educate customers on serving the perfect draught.
Target Audience: Beer enthusiasts, Heineken customers, home entertainers.
Goals: Facilitate the purchase of SUBs and beer TORPs while providing educational content on home draught systems.
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Research
Methods: Workshops with clients, user interviews, competitive analysis, usability testing.
Findings: Users wanted a seamless shopping experience combined with easy access to educational content on using the home draught system.
Beer Enthusiast: Interested in purchasing high-quality beer and draught systems for home use.
Home Entertainer: Looks for tips and products to enhance home gatherings with perfect draught beer.
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Brainstorming: Collaborated with clients and stakeholders to explore platform functionalities.
Sketches: Focused on the eCommerce flow, educational content integration, and promotional campaigns.
Concepts: Explored user-friendly layouts and interactive elements to engage customers.
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Wireframes: Created detailed wireframes highlighting key user flows such as purchasing and accessing educational content.
Prototypes: Developed high-fidelity prototypes to showcase the shopping experience and educational features.
User Flow: Designed intuitive user flows to enhance the shopping and learning experience.
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Usability Testing: Conducted sessions to gather feedback on prototypes.
Feedback: Users appreciated the easy navigation and educational content but suggested improvements in the checkout process.
Iterations: Refined the checkout process and improved overall usability based on user feedback.
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High-Fidelity Designs: Delivered designs featuring an integrated shopping experience, educational content, and promotional campaigns.
Design System: Consistent with Heineken’s branding and digital standards.
Visual Design: Clean, modern aesthetics with engaging and intuitive elements.
Results
Outcomes: Developed a platform that allowed users to purchase SUBs and beer TORPs and learn about serving the perfect draught.
Impact: Enhanced user engagement and provided Heineken with a flexible CMS to manage content and transactions.
Learnings: Importance of combining eCommerce functionality with educational content.
Reflection
Challenges: Integrating educational content with a seamless shopping experience.
Solutions: Close collaboration with clients, iterative testing, and refining the user experience.
Future Improvements: Explore additional educational content and enhance promotional campaign features.
Conclusion
Summary: Successfully created an eCommerce platform for Heineken, providing a seamless shopping experience and educational content on home draught systems.
Next Steps: Monitor user feedback, iterate on improvements, and expand platform features.