about the client

StoryStream is a visual commerce platform

Who works with global brands to help them turn real visual content created by real people into the most engaging way to shop online.

about the project

Extending the value proposition of our physical advent calendar

The physical calendar was endorsed and "presented by" Craft Gin Club's brand ambassador, Phillip Schofield. However, beyond putting his face and name on the product's packaging, there was no way to bring Phil's involvement to life. By creating a digital interactive experience, we could immerse our customers in Phil's collaboration by having them open a digital door, behind which is a video of him joking and talking about that day's gin.

client

Craft Gin Club

date

Aug 2021 - Dec 2021

project aims & constraints

We defined two project aims.

Due to constraints, we created animations for the mobile experience only.

Provide an immersive digital experience as a seamless extension to the physical product

Upsell the full sized bottle of gin

my role and impact

I led the research, design and testing of the product.

I was part of the project throughout the full design cycle balancing between user needs, business requirements and technical limitations. closely collaborating with my colleagues to assure the success of our product.

ux lead

Wilf supported me throughout the project and offered feedback and guidance during ideation sessions.

Creative lead

Juliette was responsible for the visual identity of the physical advent calendar.

dev team

The dev team was involved early on to validate teh technical feasibility of my ideas.

Effective cross-team collaboration from the start

research

The user profile designed for is Helen, 45.

Craft Gin Club collects customer information from a data agency, More2. The primary customer profile is Helen, who research shows, has the below characteristics. enjoys premium products and experiences, places a lot of importance on the packaging, and is just as interested in the branding and story behind the gin as the flavour of the gin itself.

Married with kids

Loves the unboxing moment

Considers herself a foodie

Shares experiences online

Affluent suburben

Higher education

ideation

The first step was to define the concept.

The solution was devised in a brainstorming session with the UX Lead. We looked at the physical product and sketched out ways the digital product could replicate it.

The design catered for three primary user journeys.

1

User coming to open today's door for the first time

2

User buying the product bundle hidden behind each door

3

User trying to open doors that cannot be opened yet

Wireframes were prioritising mobile.

We theorised that ~95% of the users would be using mobile devices, as they would likely be entering the website via QR code, and our normal traffic was ~80% mobile already.

test and refine

We strongly relied
on user testing

I created a simple prototype and tested it with four members of
our customer service team.

result

Three out of four participants couldn't buy the bundle because they didn't see the CTA due to it being under the fold.

An auto-scroll feature was implemented when the video ended so that users could see the CTA to buy. I re-tested the prototype with two additional users and the results were as expected, they could complete the purchase journey.

I tweaked the design and re-tested it

final design

As a last step, I've created the final UI and animations.

The advent calendar received great feedback from customers - this was collected via the member's Facebook group. Sales of the featured products were also healthy, and the survey conducted since has shown the customers enjoyed the digital experience.