Coca-Cola does a great digital UX!
Launched more than 120 years ago, Coca-Cola is still the most sipped soda worldwide, with a staggering 1.9 billion servings daily spanning more than 200 countries. This brand is passionate and very effective in attracting consumers. Coca-Cola’s marketing often excels, with digital user experience design being prominent on computers and mobile devices. Let me specifically talk about Coca-Cola’s great UX on desktop and mobile devices from three aspects.
This is the website of Coca-Cola: https://us.coca-cola.com/
Visual appeal and Brand consistency
The purpose of Coca-Cola’s digital platform is to enable its consumers to understand the brand and activities, and purchase products. On the website, Coca-Cola has optimized hero images to showcase its recent brand highlights: Coca-Cola’s new product Zero Sugar Y3000, and The Magic of Mealtime. This allows consumers to directly and clearly receive the content that the brand wants to convey.
Among them, The Magic of Mealtime encourages people to share recipe for magic on social media. It inspires people to get together and share more than just the food on the table. This content is consistent with the brand philosophy of Real Magic. At the same time, this clear call to action and simplified purchase process on the page have optimized conversion rates, allowing consumers to quickly complete purchases or participate in the activity.
The UX of Coca-Cola’s computers and mobile devices emphasizes aesthetics, featuring iconic red and white color schemes, classic Coca-Cola logos, and high-quality images that showcase vitality and happiness. The visual design is very attractive and consistent with the brand information and personality.
Personalized experience and Interactivity
Coca-Cola’s digital platform is full of surprising interactive elements. In the UX of mobile devices, Coca-Cola provides personalized Freestyle functionality. Consumers can select mixed flavors on the APP, and then scan the QR code on the beverage machine to pour out pre-selected mixed-flavor beverages. It’s really cool to be able to mix and match a soda on your own! This feature enhances consumers’ sense of participation and interactivity.
In the UX on desktop devices, consumers can interact and obtain custom avatars in the ‘The Magic of Mealtime’ event. Consumers can also customize bottles by choosing a brand, adding special emes to the bottles, and adding names or phrases to obtain personalized cola bottles. This can be suitable for many occasions worth celebrating, such as birthdays, graduation, parties, etc. This experience meets the user’s demand for personalized pursuit. In addition, Coca-Cola has also utilized emerging technologies to provide personalized recommendations to consumers.
Responsive Design and User Friendliness
Coca-Cola employs a responsive design to ensure a consistent and good user experience across different devices. Whether users use desktops or mobile phones, they can experience similar visual and functional experiences. For example, on mobile devices, users can easily jump to the web version by clicking on the hero image to obtain more information.
Meanwhile, intuitive and clear navigation adds simplicity, allowing consumers to easily find the information they need. The design of buttons and interactive elements is also simple and clear, reducing the cognitive burden on users.
These three characteristics make Coca-Cola’s UX great! They provide consumers with a highly interactive and enjoyable digital interactive environment, while maintaining the consistency of Coca-Cola brand image. Great UX helps to attract users’ attention, and then strengthen the connection and interaction between consumers and the brand, to achieve Coca-Cola’s business goals of increasing sales, brand awareness, and engagement.
