Diageo

Where brand storytelling, technology and customer experience integrate.

Technology Experience Centre

Sector
Beverages, B2B

Service
Technology Experience Centre

Team

Customer Experience Creating Lead: Myself

Brand Strategist: 1

Software Engineer: 1 

Project Manager: 1 

Full Stack Developer: 1 

UI Developer: 1

Target audiences

Diageo Guests
(On-trade, off trade, delivery, influencers)

Diageo Host Team
(Client hosts, event managers, tech support, marketing)

The opportunity

Platform Group (Architecture & Digital Studio) had pre-created interaction software applications; interactive storyboards for touchscreen participation, audience casting post-it notes and interactive audience prioritization all managed within with a purpose built CMS - pretty impressive! My mission was to embrace this state-of-the-art technology to enhance collaboration and re-energize the way Diageo shares insights, interacts and generates new opportunities with their customers, distributors and agency partners within their new Technology Experience Centre. How can this experience, using the depths of Diageo’s content, be optimized with available technology and human interaction to take customers on a journey that exceeds the typical PowerPoint board presentation; with clients excited to return? 


Success measures

  • Diageo Host team feel empowered to use the software and continue to move away from PowerPoint 

  • The experience must provide useful data and analytics of the session for the Diageo team

  • Inspire customers with sector disrupting research such as beverage futures 0% options

  • The customer experience is interactive, fun and inclusive

Research overview

Interviews with the Diageo team and analysis of previous presentation interactions, revealed the following insights:

1) Effective data hypothesis: ‘To what extent has the TEC improved the relationship growth with the client, and how can you use data to quantify this?’ How can the experience be designed to create data with purpose.

2) Planning: Diageo clients (guests) don’t set goals ahead of meeting, lack of time, not enough data or unknown ways of solving current challenges. A successful change needs planning to ensure the host delivers the experience with confidence using varieties of new technology.

“One important key to success is self-confidence. An important key to self-confidence is preparation." - Arthur Ashe 

3) Responses to audience questions needed in an instance: The Diageo team stated customers regularly asked questions throughout experience. For a fluid experience the host must be able to react.

‘What were the reasons why all beverages need an alcohol free option, what are the younger generation doing?’

4) Inclusive interaction within physical space is a must with online and in-person customers

We as a team (Diageo + Platform) role played each persona within the collaborative interactions within the TEC. What we found with this research we:

Balancing communication and technology with the host to online and in-person guests, not overloading the experience with technology to allow for moments of human interactions and bonding.

Host to empathize with customers who: aren’t as tech savvy, or may not feel as confident to share their opinion, or have access requirements to speak.

Awareness of typical louder voices to ensure all perspectives are encouraged and heard.

Awareness from the host to online customers who won’t pick up on nuances of body languages and space energy, e.g. there is a feeling of confusion in the room, or we have a nodded head here.

Approach using research

  • Persona creation with jobs to be done, roles, responsibilities and risk mitigation

  • Customer journey map with research points

  • Circular interaction design process to meet quantitative data measure

  • Scenario sketches to create inclusive interactions

  • Wireframes (Low & High Fi)

  • Working with the development and engineering team to take models, wireframes and scenarios into build

Customer Journey Map

Detailing each stage of the four user groups at each touchpoint using personas
(guest, TEC Manager, Sales Host and Engineer)

Scenario sketches

Scenario sketches to create inclusive interactions using the range of technology available to enhance experience

Solution

A multi-touchpoint technology centre experience created to deliver data driven insight and inclusive interaction with brilliant results from Diageo TEC team and customers.

Bespoke journey map

A bespoke customer journey with interactions at each stage to serve the strategic success measures, proven successful from the Diageo TEC & Platform Group team with detail per TEC customer group.

Ipad application used by each user group

  • Hot or not: Using the Diageo product content, I created a touch board template concept for the team to create, enabling host and guests to playfully move insights into ‘Hot’ or ‘Not’ buckets. 

  • Distilling ideas: The touch board software had been built to cluster themes by a touch interaction. I used this interactive to distill the ideas throughout the day into usable thematics. 

  • Action plan: Using the themes from the distilling session, the action plan takes themes into ownership, assigning guests and hosts with ways to take the insights outside of the room. Making the experience strategic for ongoing growth opportunities.

  • Content library: A searchable content library, supporting any casting need from the Diageo Host.

Trends touchscreen templates

Using Diageo content, cross referenced with the experience process and customer journey map, I created touch board interactive template concepts for the Diageo team to use within the CMS to cast within the TEC, an impressive brand takeover that takes customers through a deep dive of specific brand insights.

Explore more work