Furphy
True Stories
Web-App Experience

I led UX and customer experience design for the Furphy True Stories web app, including prototyping, as part of Furphy’s Unearthing Unbelievable campaign.

My Role

UX Design Lead · Customer Experience Design · Prototyping

Client/Brand

Lion / Furphy

Agency

Akcelo

Engagement type

Fractional UX design lead at Akcelo

Furphy
True Stories
Web-App Experience

I led UX and customer experience design for the Furphy True Stories web app, including prototyping, as part of Furphy’s Unearthing Unbelievable campaign.

My Role

UX Design Lead · Customer Experience Design · Prototyping

Client/Brand

Lion / Furphy

Agency

Akcelo

Engagement Type

Fractional UX design lead at Akcelo

01

THE TASK

Design a web app for Furphy’s digital activation campaign that lets people record and submit their own “furphy”, a story—and claim a complimentary beer or merchandise. The experience needed to support immediate redemption in the pub or a digital voucher for later, making the journey from story submission to reward easy to follow.

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

Design a web app for Furphy’s digital activation campaign that lets people record and submit their own “furphy”, a story—and claim a complimentary beer or merchandise. The experience needed to support immediate redemption in the pub or a digital voucher for later, making the journey from story submission to reward easy to follow.

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

Create a flexible solution that Lion could adapt for similar campaigns across its brand portfolio.

cross-platform build

Connect the web app with Lion’s Savanna platform, which handled registration, reward redemption and SAP integrations.

Versatile use cases

Support people submitting stories and redeeming rewards both in the pub and away from the venue.

02

THE Challenge

Brand-Agnostic approach

Create a flexible solution that Lion could adapt for similar campaigns across its brand portfolio.

Cross-platform Build

Connect the web app with Lion’s Savanna platform, which handled registration, reward redemption and SAP integrations.

Versatile use cases

Support people submitting stories and redeeming rewards both in the pub and away from the venue.

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 cdesigned to reduce barriers to participation.

Prototyping

I built an end-to-end prototype covering onboarding, story recording and upload, registration, and reward redemption.

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

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

Human-centric

My 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 designed to reduce barriers to participation.

Prototyping

I built an end-to-end prototype covering onboarding, story recording and upload, registration, and reward redemption.

Usability testing

Due to time constraints, I 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

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

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

cross-platform consistency

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