Budweiser Dream Goal

Our brief was to redesign the Budweiser Dream Goal section of the UK site, into a responsive template that increases video engagement whilst encouraging video upload and sharing.

Company & role

Elvis Communications, Junior UX

Tools

• Axure: IA, user flows, wireframes & prototypes

Challenges & considerations

• The brief was to create only 1 page: The client has already been promised that the scope would be limited to 1 page. However through competitor research, sketches and user flows I was able to demonstrate the need for at least 3 pages in order to produce the best experience. The client, based on my work, approved more pages to be created.
• We had to fit into the existing sites IA and style guidelines: as the pages had to sit on the main site, there were some constraints around the IA and layout. However, I worked closely with our design team to overcome these and ensure that they were not detrimental to creating a great experience.
• Working with a third party development company: the back end development was created by another company, employed by the client. This meant that there was the potential for miscommunication is functionality was not annotated in detail.

The process

1. Distil: As there was only a brief amount of time to conduct research, I spoke to friends and family who play football to understand their needs and desires. On top of this I carried out SWOT competitor research in order to ensure that our solution was not only up to user expectations, but above and beyond.
2. Design: Wires were designed using Axure across both mobile & desktop, using a mobile first approach.
3. Iterate: Once the wires had been transferred into design, I worked with the designers to develop the design further to satisfy both user and business requirements.

IA & User flows

After conducting user research into behaviours and expectations, the information architecture and user flows were created. These were based on the identified key users tasks and show the information hierarchy and structure of the site. These were used by the third party developers, alongside wires and design, to understand flow and functionality.

View user flows here

Wireframes

Axure's adaptive view functionality was used to create responsive wireframes for mobile, tablet and desktop. The wireframes were based on the brands existing guidelines and were developed in an agile manor after a round of guerrilla testing. 

View wireframes here

The design

Learnings

1. Importance of annotations: As the build was completed by another agency, it become apparent how important annotating all aspects of wireframes were to understanding the full functionality of the site. 
2. Good work can lead to more income: The client was very happy with the design and over time the company got more digital work due to this. We made sure that each of our deliveries were provided to the highest standard, and it paid off.