Designing the Coca-Cola ONE Experience
Unified Websites & Campaigns at Scale
About
Coca-Cola ONE Websites
Activating and personalising all global web promotions for the entire Coca-Cola brand portfolio.
Coca-Cola’s digital presence spanned multiple campaign sites, regional touchpoints, and localized brand experiences — each developed independently. While visually rich, this resulted in:
- Inconsistent navigation structures across campaigns and products
- Fragmented UX patterns that frustrated users and increased cognitive load
- Redundant development work across regions
- Inconsistent conversion paths for campaign-driven goals
As Lead UX Architect & Team Lead, I was responsible for:
- Establishing an experience architecture framework for the entire ONE web ecosystem
- Defining scalable UX patterns across campaign and product touchpoints
- Leading cross-functional teams (design, content, development, brand) toward a shared design vision
- Standardising governance and design guidelines for multi-regional rollout
- Aligning UX decisions with business goals and measurable KPIs
About
ONE Design System
Assembling a modular and flexible design system to encompass all brands within Coca-Cola's portfolio
Experience Architecture Blueprint
- Unified navigation hierarchies across campaigns and sites
- Standardized page templates and interaction patterns
- Created reusable UX pattern sets for campaign modules
- Defined responsive behavior rules and accessibility standards
Governance & Pattern Library Integration
- Design reviews aligned with brand teams
- Modular design tokens and component standards
- Documentation of UX principles and patterns
- Template distribution and adoption guidelines
Cross-Team Enablement & Scaling
- Pattern adoption across markets
- Local adaptations without breaking consistency
- Template distribution and adoption guidelines
Promos
ONE Websites had to activate all running global and regional promotions.
Promo Mechanic
- Register: Quick and easy to enter on signup
- Enter: Flexible limits (daily/session/etc.)
- Lorem ipsum dolor sit amet
Promo Mechanic
- Buy a Drink: From Coca-Cola's portfolio
- Enter Code: Located on the product
- Check and Claim: A prize from the catalogue
Promo Focus
Christmas Promo 2020
A mix of promotion types, an advent calendar, and AR Experiences
Thanks to the mutual effort and collaboration between IT, Digital & Business, as well as a partnership with Movement - we managed to roll out an engaging Christmas hosted ono ONE Web and Coca-Cola App campaign that is available to activate for all markets across EMEA. The campaign encompasses daily engagements in the form of an advent calendar and also allows markets to activate an Instant Win Promo mechanic as an addition.
