"Wild Turkey 'Symbols of Our Spirit' Exhibit App"
Project Type Interactive Installation Mobile App
Client Wild Turkey/Campari Group
Project Duration 3 months
The Wild Turkey 'Symbols of Our Spirit' Exhibit App aimed to provide event attendees with an immersive journey through the brand's history while expanding the CRM database. This dual objective involved addressing user needs for historical insights and an engaging gallery experience, as well as incentivizing opt-ins into the Wild Turkey community. The result was a solution that blended user-centric design with business growth, creating an engaging and informative event experience while strategically expanding the brand's customer base.
Project Overview
I served as the lead Product Designer, overseeing the end-to-end design process, including research, competitor analysis, persona development, user flows, wireframing, prototyping, and high-fidelity design. I collaborated closely with the Creative Director and UX Copywriter to shape the user journey and app's purpose, creatively addressed research limitations, and contributed to brand adherence, resulting in enhanced user engagement and conversion.
My Role
The challenge at hand was to create an immersive and engaging experience for event attendees visiting the Wild Wild Turkey 'Symbols of Our Spirit' Exhibit while simultaneously expanding the brand's CRM database. The primary goal was to invite attendees to learn more about the brand's history through the immersive app while also working on user retention and customer conversion through an efficient opt-in process within the app. This required crafting an app that not only provided historical insights into the brand but also offered an interactive and memorable gallery experience.
Problem
Our users, primarily event attendees, were invited to explore the brand's history in an interactive way, offering them a unique opportunity to engage with the Wild Turkey brand. They sought an app that would not only provide historical context but also deliver an immersive and enjoyable exhibit experience. From a business perspective, expanding the CRM database was a primary objective, necessitating the implementation of a seamless opt-in process within the app. Additionally, adhering to branding guidelines and maintaining accessibility features were critical aspects to ensure a consistent and inclusive user experience. Meeting these user needs and business requirements within the constraints of the event environment and technical capabilities was central to the project's success.
User Needs & Business Requirements
Our approach to addressing the unique challenges of the Wild Turkey 'Symbols of Our Spirit' Exhibit App was anchored in a user-centric design philosophy, meticulously tailored to create an engaging event experience while expanding the brand's CRM database.
Solution
We mapped out the user's path through the live gallery using user flows and journey maps, shaping the app's structure to seamlessly integrate with the event.
Seamless Event Journey
Low-fidelity wireframes served as the blueprint for event-specific interactions, ensuring a smooth navigation experience within the live gallery.
Event-Optimized Wireframes
High-fidelity prototypes, aligned with brand guidelines, elevated event interactions and included accessibility features for an immersive gallery experience during live events.
Immersive Event Prototypes
Following the app's initial publication by the development team, I took the initiative to further enhance the app's high-fidelity design and create a new prototype. This step was driven by a commitment to delivering the best user experience possible. The improvements included integrating the QR CODE Scanner as an in-app feature, eliminating forced continuity with clear redirection CTAs for users uninterested in opting into the Wild Turkey community, and refining the action and design of expanding gallery objects by transforming them into Lightbox pop-ups. These enhancements were made to align the app's functionality more closely with the original design's proposed features.
App Refinement
Key Metrics:
CRM Database Growth: Opt-in rates increased by 35%, expanding the CRM database.
User Engagement: 90% of users reported a highly immersive gallery experience.
Accessibility Utilization: Accessibility features were utilized by 25% of users, demonstrating inclusivity.
User Satisfaction: Post-event surveys indicated a 95% overall satisfaction rate among app users.
Business Impact:
New Customer Acquisition: Opt-in incentives led to a 22% increase in new customer acquisition.
Customer Retention: Existing customers who opted into the community showed a 30% increase in engagement with Wild Turkey products and promotions.
Results
The Wild Turkey 'Symbols of Our Spirit' Exhibit App seamlessly blended an immersive gallery experience with CRM expansion and community building. By addressing user needs and making iterative improvements, it not only enhanced user engagement but also contributed to business growth, demonstrating the power of user-centric design in achieving remarkable results.
