Chivas
Chivas Regal has undergone a complete rebrand through all channels, from physical packaging to digital, and is repositioning itself as drink for Generation Z.
Task
Colaborate as a Service Designer and build the customer journey and service blueprint of the website.
Aiming to set a new experience standard for Gen Z, away from the old website with a modular and constrained look and feel, we created a digital environment for the new hustle generation. The redesign strived to break free from the present blocky, fixed grid, and give possibilities for a brand new UI to help visually reposition the brand for a better experience.
- Diversity – Understand that Gen Z is the most racially diverse generation in history. They value diversity and finding their own unique identities. The UX needed to reflect this by offering inclusive and personalized options for users.
- Attention span – Gen Z has an average attention span of 8 seconds. They are used to scrolling through multiple platforms and switching between different apps quickly. The UI needed to be simple, intuitive, and engaging to capture their attention and keep them interested.
- Authenticity – Gen Z is skeptical of traditional advertising and prefers honest and transparent brand communication. They seek social proof and user-generated content to validate their choices. The UI needed to be authentic and trustworthy, showing testimonials, real reviews, ratings and stories from other users.
- Storytelling – The storytelling must be real, showing the impact and difference that the brand makes. The UI engaging and interactive, making the user part of the campaign and inviting them to share their own stories. Further more the website needed to reflect their values and lifestyle image, showing how the brand supports their causes and aspirations.
- Product structure and strategy
- Identifying user needs, conducting customer research
- Content development
- Customer journey / sitemap
- Coordination development and UI design