Coca-Cola’s marketing strategy centers around creating a robust and enduring brand image that resonates with people of all ages, cultures, and backgrounds, bringing nearly 500+ sub-brands into one single umbrella.

 

client

Coca Cola
Consumer/Beverage

agency

MRM/McCann Worldgroup

Role

Research, UX Strategy, Design

 

Epic Need: Enhancing Digital Engagement for a Global Brand
Coca-Cola sought to revamp its digital platform to enhance consumer engagement and streamline interactions for both B2B and B2C audiences. The goal was to create a seamless, immersive, and scalable digital experience aligned with Coca-Cola’s brand identity while driving customer retention and business growth.

Problem Statement: How can brand consistency be achieved across markets? Maintaining a unified digital identity while catering to regional preferences. How do we balance the experience for both corporate partners and direct consumers? How to ensure a responsive, accessible, and future-proof design system.

Consumer tension: Consumers and business partners struggled with a fragmented digital experience that lacked personalization, accessibility, and efficiency—making it difficult to engage with Coca-Cola’s brand and services seamlessly across platforms.

Solution: Design a scalable, brand-consistent digital ecosystem that seamlessly integrates storytelling, personalization, and a modular design system—enhancing user engagement while optimizing efficiency for both consumers and business partners.

 

UX Strategy

 

Consistent App Design/Features: One Size Fits All Approach

 
 

Consistent Web-Experience: One Size Fits All Approach

 

Bringing 500 brands together into One Experience (One XP)

 

Components and Micro Interactions

 

Wireframes and Strategic Decisions

 

Sample: One XP Design Sprint 53

 

What I accomplished:

 

1.

Led a global UX transformation across 50+ international markets, collaborating with cross-functional teams in the U.S., Europe, and Asia to create a unified, scalable digital experience that aligned with local needs while maintaining global brand consistency.

 

2.

Increased digital engagement by 85% through a storytelling-driven interface, optimizing content discoverability and enhancing user interaction across web and mobile platforms, significantly improving user retention and satisfaction.

 

3.

Improved B2B partner efficiency by 75% and accelerated development time by 80% by establishing a modular design system that streamlined order management and resource access, reducing friction in procurement and logistics, and ensuring consistent brand alignment across 500+ Coca-Cola digital properties.