SCott dunay
UX/UI Designer
UX/UI Designer
My Coke Rewards was committed to building more profound and connected brand experiences that drove trials and generated customer loyalty with drinkers. This would make the purchase, consumption, and engagement with their portfolio of brands seamless and enjoyable. The most significant change was that there would be a value exchange between all of Coca-Cola’s brands with their customers. The design system would allow for all brands to lead within the Coca-Cola company.
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To boost engagement, we tested two email strategies: personalized messages focused on a single brand and broader communications featuring multiple products from the Coca-Cola Company. This structured A/B test allowed us to evaluate how users respond to brand-specific storytelling versus portfolio-driven messaging, ultimately leading to a hybrid approach that combines personal relevance with subtle portfolio reinforcement.
10% Control, 10% Brand-Led, 10% Portfolio, 70% Rollout — this segmentation allowed us to compare impact across approaches and confidently scale the most effective strategy.
Brand-led emails improved engagement by focusing on one brand and creating personal relevance. Portfolio emails drove product discovery and reinforced cross-brand visibility. Together, they revealed how users respond to focus versus variety.
While personalized emails performed best, portfolio presence remained essential. We introduced a Coca-Cola brand bar to maintain awareness. This hybrid approach delivered both emotional impact and strategic breadth.
The onboarding flow for registration, progressive profiling, and the preference center were fleshed out to support a personal and frictionless experience for the millennial user base.
The onboarding data would be used to pre-populate form fields (including Contact Us and Rewards Redemption) when possible. Preference and activity data collected through onboarding and preference centers would scale to inform precision content across program touch-points.
Based on progressive profiling research, Coca-Cola can collect information about users’ personal preferences as a part of onboarding. A pop-up shows questions after the user had registered.
User arrives on [Brand.com] utilizing the single sign on capability and inputs personal information
Modal displays only brand preference question. Only brand preference question shown in this session. If user skips they will not see modal display again until the next session.
Modal displays only show, describe, and claim rewards.
Modal displays only interests preference question. Display will only show in this session if brand preference was collected. If skipped, will not display modal again until the next session. After third session, modals will not be shown.
Single sign-on capabilities enable a profile to be accessible from all brand properties. In this vision, a user can click on their name within the current navigation of any brand site to access their ‘Personal Preference Center’ area, which opens as an overlay. Redeemable rewards remain in the ‘Rewards’ pages accessible through rewards icons in a member’s authenticated navigation bar.
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Activity Rewards is the key to the Preference Center and is a great location to drive engagement. Communication Preferences are needed to support the contacting of Coca-Cola's members. Interests enable the company to personalize the conversation with consumers.
Due to organizational and time limitations, changes in features and functionality were implemented in a phased approach. Don’t worry, though - the display and feel of the portfolio approach were seamless across all brands and digital properties. All tactical screens and communications worked within the larger eco-system of the Coca-Cola Company. These changes grew the drinker base, bridged physical and digital touchpoints, and delivered value to new consumers!
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I believe that a good UX|UI Product Designer needs to be empathetic, analytical, and understanding of the target demographic.
Learn more about Scott
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