COCA-COLA: LOYALTY PLATFORM
FROM A SIMPLE WEBSITE INTO A LOYALTY PLATFORM
My Coke Rewards (MCR) was the flagship loyalty experience for what has evolved into a dynamic, complex consumer-facing web platform. At its pinnacle, MCR had over 23 million registered members, hundreds of prestigious partners, an integrated schools program, and voluminous and ever-improving features, flows, and offers (the #1 beverage website and the #3 CPG website).
EVER-EVOLVING ROLE IN AN EVER-EVOLVING PROGRAM
Just as the platform changed over time, so did my role during the 10+ years I worked with this client. I was the Lead Information Architect/User Experience Designer for the IBM team; a Business Analyst, Tester, Trainer, and Trusted Advisor to Coke and its loyalty service providers and agencies.
The loyalty platform functionality that still serves Coke today has evolved from a simple cap code earn/spend points value proposition into providing a rich component-based system that enables brands to offer omnichannel campaigns that reward consumers more immediately, where they are, through tactics including gamification, geofencing, product code redemption, and social listening.
FLEXIBILITY WITH JUST THE RIGHT AMOUNT OF CONSISTENCY
To enable this digital transformation from a single loyalty website into a "Consumer Networked Experience," Coke moved content management to Adobe AEM, pushing the boundaries of what a CMS system can provide in terms of ease of use while affording maximum flexibility to its agency partners.
I played a key role in the UX strategy, in helping to establish the appropriate boundaries to maintain a consistent experience, in establishing the levels of customization, in creating comprehensive training and usage guides , and finally providing ongoing campaign advisement to creative agencies on implementation.