Furphy

Furphy
True Stories
Web-App Experience

I led the design of the user and customer experience for the Furphy Web App as part of the overarching Furphy Unearthing Unbelievable campaign.

Role

UX DESIGN / CX DESIGN / PROTOTYPING

Agency/Client

AKCELO / FURPHY

Furphy
True Stories
Web-App Experience

I led the design of the user and customer experience for the Furphy Web App as part of the overarching Furphy Unearthing Unbelievable campaign.

Role

UX DESIGN / CX DESIGN / PROTOTYPING

Agency/Client

AKCELO / FURPHY

01

THE TASK

For Furphy's digital activation campaign, we had to design a seamless user and customer experience, allowing users to record and submit their furphy (story) to receive a complimentary Furphy beer or merch instantly in the pub or opt for a digital voucher to redeem their reward later.

01

THE TASK

For Furphy's digital activation campaign, we had to design a seamless user and customer experience, allowing users to record and submit their furphy (story) to receive a complimentary Furphy beer or merch instantly in the pub or opt for a digital voucher to redeem their reward later.

02

THE challenge

Brand-Agnostic approach

To develop a comprehensive, reusable solution catering to LION’s brand ecosystem that can be rebranded and used for similar campaigns.

cross-platform build

From a technical standpoint, the application needed to integrate seamlessly with LION’s pre-existing infrastructure platform Savanna which handles registration, redemption and SAP integrations, ensuring fluid functionality and user-friendly interactions.

Versatile use cases

The app required support for content submission, instant registration, and redemption, with a focus on real-time redemption for both 'On-Prem' and 'Off-Prem' user scenarios.

02

THE Challenge

Brand-Agnostic approach

To develop a comprehensive, reusable solution catering to LION’s brand ecosystem that can be rebranded and used for similar campaigns.

Cross-platform Build

From a technical standpoint, the application needed to integrate seamlessly with LION’s pre-existing infrastructure platform Savanna which handles registration, redemption and SAP integrations, ensuring fluid functionality and user-friendly interactions.

Versatile use cases

The app required support for content submission, instant registration, and redemption, with a focus on real-time redemption for both 'On-Prem' and 'Off-Prem' user scenarios.

DESIGN PROCESS

03

Approach

Information gathering/Workshop

To grasp LION's system constraints, user demographics, and the prize redemption process, both in a venue and off-venue, I led an information-gathering workshop involving internal and external stakeholders, including developers.

Landscape Analysis

Conducted a comprehensive landscape analysis of online and just-in-time redemption processes and applications to identify market-leading solutions and patterns.

Human-centric

Our UX strategy emphasised understanding the proto-persona's needs and challenges, developing three scenarios for distinct use cases. This method enabled us to design solutions tailored to various behaviours, thus effectively reducing the application's entry barriers.

04

Methodology

Proto-personas

In a stakeholder workshop, we created two proto-personas derived from LION's consumer profiles, pinpointing their needs and challenges. This led to the hypothesis that offering users multiple entry options could significantly reduce their entry barriers.

Prototyping

We developed a prototype showcasing the mobile web app's complete flow, including onboarding, content recording/upload features, and the prize redemption process.

Usability testing

Due to time constraints, we focused on assessing the application's usability through one-on-one testing sessions and a questionnaire completed by in-house participants.

DESIGN PROCESS

03

Approach

information gathering/workshop

To grasp LION's system constraints, user demographics, and the prize redemption process, both in a venue and off-venue, I led an information-gathering workshop involving internal and external stakeholders, including developers.

Landscape analysis

Conducted a comprehensive landscape analysis of online and just-in-time redemption processes and applications to identify market-leading solutions and patterns.

Human-centric

Our UX strategy emphasised understanding the proto-persona's needs and challenges, developing three scenarios for distinct use cases. This method enabled us to design solutions tailored to various behaviours, thus effectively reducing the application's entry barriers.

04

Methodology

Proto-personas

In a stakeholder workshop, we created two proto-personas derived from LION's consumer profiles, pinpointing their needs and challenges. This led to the hypothesis that offering users multiple entry options could significantly reduce their entry barriers.

Prototyping

We developed a prototype showcasing the mobile web app's complete flow, including onboarding, content recording/upload features, and the prize redemption process.

Usability testing

Due to time constraints, we focused on assessing the application's usability through one-on-one testing sessions and a questionnaire completed by in-house participants.

05

THE Solution

use case-driven design

We created a versatile content recording flow, catering to diverse user behaviours and enabled time and location-based content submissions and prize redemptions.

Modular design system

We developed a modular design system for the web app and LION's savanna platform, designed for easy rebranding and reuse across LINO's ecosystem for various drink promotions.

cross-platform consistency

We created a seamless end-to-end, cross-platform experience, maintaining user engagement and brand trust throughout the journey.

05

THE Solution

use case-driven design

We created a versatile content recording flow, catering to diverse user behaviours and enabled time and location-based content submissions and prize redemptions.

Modular design system

From a technical standpoint, the application needed to integrate seamlessly with LION’s pre-existing infrastructure platform Savanna which handles registration, redemption and SAP integrations, ensuring fluid functionality and user-friendly interactions.

cross-platform consistency

We created a seamless end-to-end, cross-platform experience, maintaining user engagement and brand trust throughout the journey.

Campaign & Customer Journey

VIDEO