Chobani Champions
A connected brand experience that presented a new yogurt line through a website, application and bus experience.
Project Overview
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Role and Responsibilities
Was the part of the pitch team that created the concept, and then was the UX Designer for the project. I worked with the Visual Designs and Developers to create the app, website and bus experience.
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Challenge
To raise brand awareness and popularity by creating a new brand platform that focused on digital engagement.
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Solution
The Champlify platform was focused around helping families learn and improve the health of their children though activity and diet. Parents would receive by-daily health tipsfor their children, and kids could use augmented reality to interact with their yogurt lids, and the traveling champions bus.
Project Overview
Process
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The Brand Platform
Before beginning the User Experience of all of the components for Chobani Champions, we as a team mapped out the campaign’s ecosystem. Discovering the relationships between all of the different channels and parts allows us to understand the overarching platform. After establishing the framework we could then start on constructing the UX and Strategy for the Champions and Champlify platform.
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Website I.A. & Wireframes
After twelve iterations of the website with the client, the wireframes were at a place where the Design and Production team could start production. The main goal of the site was to present the product for sales but to also showcase how all of the other components related. Telling the Chobani Champions story was important to the client and peppering this narrative through the entire website was a challenge.
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Champlify Wireframes
Champlify is a fun lifestyle application for children and parents who eat Chobani Champions Greek Yogurt. Combining exciting daily activities with Augmented Reality lids, this app offered an engaging digital experience. Creating this application was a great lesson because the flow of tasks had to be seamless or else the overall experience would be broken.
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Bus Service Experience
Using my past experience in Service Design was able to plan the user experience for the bus events at select locations. Having limitations such as lack of time to set up for events, and scalability forced me to design an interaction that would be the same for ten people or one thousand people. Detailed diagrams were provided to the bus crew to help them set up the bus space so that crowd flow could not interfere with the Augmented Reality activity on the side of the bus.
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A.R. Experience Planning
The Augmented Reality experience was one of the largest features of the Champions platform. Being the one of two physical touch points the users were going to interact with, I had to apply ergonomic considerations to the bus layout so that crowds of people could quickly interact with the bus and receive their free yogurt. At this point I worked closely with the designer on the project to ensure the layout of the bus was functional and appealing.
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Bus Mock Up
To figure out the positioning and proportions of the graphics on the side of the bus I mocked up the entire bus in tape. This quick and cheap tool fostered an objective conversation why the distance between the interactive area and sample window was so important.
