Diageo
Liquors

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer. Diageo products are sold in more than 180 countries around the world. Our Task was to transition the current Diageo internal media repository's design and collaboration functions to better support wholesalers in creating and sharing DIY advertising campaigns.

Wholesalers in North America and EMEA (Europe, the Middle East, and Africa).

As the UX Designer for Diageo Liquors, I led the project to transition Diageo's internal media repository to support a "do it yourself" (DIY) advertising paradigm for wholesalers. This initiative aimed to address the challenges faced by wholesalers in accessing and utilizing advertising assets, while ensuring compliance with local and national codes across 180 countries. I also helped drive the unique and new UI designs.

We began with a Design Thinking Workshop that included in-depth vision discussions and card sorting activities with stakeholders to pinpoint pain points and opportunities. Qualitative Interviews: We conducted interviews with stakeholders and liaisons to gather insights into their needs and challenges. Task Analysis: We analyzed user tasks to identify key objectives, guiding the prioritization of functions and features. Design and Development: Sketches and Wireframes: Developed initial sketches and wireframes to visualize the proposed changes. Prototypes: Created and tested prototypes to gather feedback. Graphic Design: Designed high-fidelity prototypes with a "Fresh" look to align with the theme identified during stakeholder sessions. Iterations: Refined designs based on usability testing and feedback. Tools and Techniques: Card Sorting: Used to discover patterns and gaps in the current system. Design Tools: Utilized Figma and Adobe XD for creating wireframes, prototypes, and high-fidelity designs.

The redesign significantly reduced the time employees spent searching for data, leading to increased productivity and improved user satisfaction. The new dashboard’s intuitive navigation and streamlined access to information enhanced overall efficiency.

The redesign significantly reduced the time employees spent searching for data, leading to increased productivity and improved user satisfaction. The new dashboard’s intuitive navigation and streamlined access to information enhanced overall efficiency.

We introduced a new style guide ensuring a consistent and "Fresh" visual identity. Enhanced functionality allowing easy campaign sharing with Diageo's global marketing team. The final design featured a clean, user-friendly interface with a well-organized layout.

The redesigned media repository significantly improved the user experience for wholesalers. The new system: Simplified the search and navigation process. Provided detailed context for asset usage. Facilitated seamless sharing of campaigns with the global marketing team. These changes empowered wholesalers to create effective local advertising campaigns, enhancing collaboration and efficiency across Diageo's global operations.

User-Centered Design is Key: Direct input from wholesalers was invaluable in identifying pain points and prioritizing features. Iterative Testing: Regular usability testing allowed us to refine the design and ensure it met user needs. Stakeholder Engagement: Early and ongoing collaboration with stakeholders ensured alignment with business objectives and user needs.

We helped implement a feedback loop with wholesalers to continuously gather insights and facilitate iterative + continuous improvements. Training and Support: Develop comprehensive training materials and support resources to help wholesalers maximize the new system's potential. Expand to Other Regions: Roll out the new system to additional regions, tailoring it to local requirements and regulations. By addressing the identified challenges and focusing on user-centered design, we have set a strong foundation for Diageo's DIY advertising paradigm, ensuring wholesalers are well-equipped to create impactful and compliant advertising campaigns.