top of page
MapAmbassador.png
AmbassadorNewsfeed.png
AmbassadorFilter.png

Ambassador

An internal facing app for the employees of Constellation Brands, Inc. (CBI) to view accounts, brands, and for users to act as brand ambassadors.

My Experience

I was part of a 4 person design team that redesigned the Ambassador application to provide a better user experience for Constellation Brands employees. Throughout the human design process I especially learned the importance of interpretation. Specifically during user research, I learned the need to consider other interpretations of employees' experience and behaviors within Constellation Brands. This lead us to discover a more accurate problem, therefore resulting in a thoughtful solution. I'm so grateful to have had the opportunity to work for a corporation like Constellation Brands.

Role

UX Researcher (Lead)

UX Designer

UX Architect

Time Frame

4 weeks

Tools Used

Axure

Sketch

Keynote

Introduction

The Client

Constellation Brands, a fortune 500 company, is an international producer and marketer of beer, wine and spirits. Constellation is the largest beer import company measured by sales, and has the third-largest market share of all major beer suppliers.

The company saw the opportunity to treat employees as consumers with "Ambassador" by proposing brand equity through product exploration.

The Product

The "Ambassador" app is an internal facing application that has the ability to show accounts that sell CBI products in existing locations nearby so employees can build brand equity and use a $1000 stipend rewarded every year. 

 

Ambassador was built off of another existing internal application called “compass.”,The primary user of this app was the sales team to view existing account information at locations that carried CBI products. 

The Challenge

The rollout of Ambassador did not live up to the expectations that the company had pictured. 

 

Our client asked us to redesign the experience of the Ambassador application to increase employee engagement with Constellation Brand products.

The Process

To better understand Ambassador, we needed to learn how the app currently caters to the needs of its users, gain knowledge of what Constellation Brands does, and how the app compares to competitors in the market.

We performed research on Constellation Brands mission statement, objectives and general operations to understand the alcohol industry, and CBI’s current interactions with their employees.

Competitive Analysis

We performed research on Constellation Brands mission statement, objectives and general operations to understand the alcohol industry, and CBI’s current interactions with their employees.

What internal facing apps are other alcohol companies offering their own employees?

Direct

Molson Coors

Screen Shot 2019-05-17 at 2.42.17 PM.png

Encourages employees to act as brand ambassadors by allowing them to report or review on and off

premise accounts.

Anheuser- Busch InBev

Screen Shot 2019-05-17 at 2.42.05 PM.png

App that offers their employees engagement through beer education, informing users of sales increases in specific locations

E & J Gallo Winery

Screen Shot 2019-05-17 at 2.42.27 PM.png

Engages users by offering discovery tools by showing wine portfolios, wine pairings, and product material

Indirect

Interactive digital products that effectively engage users by means of social and gamification features.

Screen Shot 2019-05-17 at 3.02.01 PM.png

Google Maps

Starbucks

Screen Shot 2019-05-17 at 3.02.31 PM.png

Spothero

Yelp

Map based apps do a great job of providing supplemental filters and tools to their maps. Service applications like Yelp/starbucks do a great job of organizing content intuitively for users to filter through the array of content. They also display peer review content on specific businesses/products and incentivizing users by creating a badge/honor system.

Based on these findings, we saw that Ambassador could reach these windows of opportunities using more interactive features found in the competitive analysis.

Understanding Our Users

After gaining insight on the market and current competitors, our next step was to interview the CBI employees themselves. Furthermore, we were interested in, if any, other resources the company provided their employees. What is it like working for Constellation Brands? Any patterns in their workflow? We interviewed 4 constellation brand employees, each in a different department of CBI. Some major remarks stood out:

Screen Shot 2019-05-17 at 3.21.46 PM.png
Screen Shot 2019-05-17 at 3.21.37 PM.png
Screen Shot 2019-05-17 at 3.21.56 PM.png

Key Insights

Employees' Goals Vary

Different departments and employees have different goals for the application. Some want to use it for market knowledge, and others would like the knowledge to make educated recommendations.

Employees are Disconnected

Although they all work for Constellation brands, there's a disconnect between each branch of the company. The awareness of other branch products is limited. If users are incentivized to purchase all CBI products, limiting their knowledge on other branch products limits that objective.

“So if you're in the corporate office [not in sales] you don't really have that market knowledge for what bars and restaurants carry”

 - Corporate Office Employee

“Yeah, I don't really hear about our new wine or spirits that come out.”

 

- CBI Beer Specialist

2 Main User Groups Emerged:

SalesAmbassador.jpg

Sales Facing

Employees who really focused on the business opportunities

ConsumerfacingAmbassador.png

Consumer Facing

Employees who provide consumers recommendations on CBI products

3 Major Themes Emerged:

Education.png
Community_Sharing.png
Pride_Ownership.png

CBI employees who are advocates for CBI products need a digital platform that bridges beer, wine and spirits so they can identify market opportunities, be educated about all CBI products, and feel connected to the greater CBI community because they are currently siloed by beverage segment and corporate departments.

The patterns helped us identify the problem CBI Employees and the type of solution they need.

The Problem

Ideation

We explored 4 areas for exploration that aligned with our problem statement:

Customizable Navigation

customizableAmbassador.png

We wanted to explore options that make the navigation intuitive for users in any department

Education & Exploration

EducationAmbassador.png

Include features that help inform users of products outside of their segments

Gamification & Rewards

GamificationAmbassador.png

Our competitors currently succeed in keeping users engaged by means of gamification & rewards.

Community & Sharing

CommunityAmbassador.png

Equalize product knowledge, by connecting employees across various departments.

We sketched and ideated ideas using several exercises, one of my personal favorites which was the Mash up method, based on the type of solutions we were aiming to explore:

Newsfeed & Colleague Pairing

Community & Sharing

Concept Testing Insights

Users Liked Having Access to Other Segment News/Products

Employees Didn't Want Peer-to-Peer Connection

Users didn’t associate gamification relating to their job.

Based on these findings, we came to the conclusion that users preferred concepts that would help them do their jobs.

The recommendation tool and access to other segment information received great feedback. ​​​​Consumer-facing and sales-facing users, praised the idea of exploring products at work and home.

Our understanding of connection was wrong- we learned that users were interested in sharing knowledge WITHOUT interacting directly with each other. They didn't want another social media tool.

Concepts that incorporated gamification and direct colleague interactions received poor feedback. Users saw this as a waste of time and space. They want games associated with work

Wireframing

Based on what we heard from our users, we made some adjustments to the concepts we decided to move forward with.

AmbassadorNewsfeedCategories.png

Merging Channel & Newsfeed

We took what users like about the channel, which was how the departments were organized, and incorporated that into the Newsfeed so that users have the option of what information to see.

NewsFeedWireframe.png

Newsfeed features

It was clear that users main goal was to just stay informed and not “have another social media tool”. We simplified the Newsfeed to just informative content and didn’t include social media features.

Final Prototype

VIdeoFrame.png
bottom of page