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Case study

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Coca-Cola
Motivation & Process

Background

Globe

Motivation & Inspiration

The art of connecting is timeless

Inspired by the current situation in the world, choosing brands and the setting of an event known for bringing different cultures and communities together. This project reminds people that we are a lot closer than what we think, and gives the user a taste of other cultures by allowing them to walk into a different reality.

Design Method

Stanford D. School’s 5 Stages of Design Thinking

Design Method: 5 stages of design thinking Design Method: 5 stages of design thinking

User Research

Process.

The research was based on two central themes: finding what it is that gives meaning to a place, and how/why do people connect to certain things.
User Research Information User Research Information

1. Empathize Stage

Participant Forms

2. Define Stage

The MAXQDA software was utilized to analyze the information gathered from the participants. Consistent themes were identified on the answers of the survey, leading to a precise affinity diagram followed by a thematic analysis of the data. The key findings presented on the charts below reinforced the setting of this project for Coca-Cola on an event such as the World Cup.

Data Analysis Affinity Diagram
Data Analysis
Data Stats
These findings guided the focus to an audience of younger adults, and inspired the creation of the following two user personas.
User Personas User Personas Competitor's Analysis

Ideation + Branding

Prototyping.

How it works

Augmented Reality

The project includes two types of design: packaging and app. The design on cans will correspond to each country participating on the World Cup, and will include a QR code you could scan. In the app you’ll find the necessary information to get to the AR location. Coca-Cola's philosophy and brand guidelines were taken as reference for prototyping.

Process Brand Guidelines
Campaign Slogan

Opening animation for the app.

Illustrations created by: Carolina De Alba
Animation produced by: Cynthia Valdés (cynthiavaldesfx@gmail.com)

How were AR sites chosen?

The sites are chosen based on research of the city, showing a place that connects and represents the community and culture from that specific showcased country. Site locations decisions can be either by historical events or by current immigration patterns and data. Above are some preliminary illustrations and, below, an approximate idea of how the AR elements will appear while using the app.

Augmented Reality Augmented Reality

4. Prototype Stage

The design rationale for this project was based on Apple iOS Human Interface Guidelines, guaranteeing legibility and intuitive interaction.

After analyzing the feedback received during the paper prototype testing, wireframes were designed to get a more intelligible idea of what the end product would look like. Also undergoing rounds of user testing, this step was crucial for adjustemts prior to the final prototype design. Below are some of the wireframe screens created using AdobeXD, along with blue guidelines showcasing what the interaction between screens would look like.

Wireframe screens Prototypes
Hi-Fi Screens

*Literary review, journey maps, storyboarding, and ideation techniques were not showcased in this case study.
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