HBD Diners Club!
Explore 75 cocktail recipes to celebrate 75 years of Diners Club
Go to the live site here.
Client
Diners Club (Discover)
UX Designer
Role
Timeline
5 months
What was the ask?
We were tasked with creating an online experience to complement Diners Club's physical cocktail recipe book, celebrating their 75th anniversary. Recognizing the global reach of the audience, we focused on designing a user-friendly experience that would resonate with diverse cultures and preferences. While the initial plan was to integrate the experience into their existing website, we recommended developing a dedicated microsite to provide a more focused and immersive experience. This approach would enhance user engagement and ensure seamless access for a worldwide audience.
User Research
Information Architecture
Wireframing & Prototyping
Stage 1: RESEARCH & DISCOVERY
INTEGRATED EXPERIENCE VS. MICROSITE
The original plan was to integrate the new online experience into Diners Club’s existing website. However, during our research phase, we identified the need for a more immersive and focused experience that could stand alone and better serve users. We also recognized that constraining our design within the existing site’s component library and style would limit our creative and functional possibilities.
Stage 2: DEFINITION
BRINGING THE BOOK TO LIFE
The focus for the sketches was to formulate an experience that took the features and functionality we picked for the MVP stage and further expand on the full During this stage we were continually validating our recommendations against the constraints the Development Team had given us and the ongoing feedback from focus groups of stakeholders and patients.
Stage 3: DESIGN
BRINGING THE BOOK TO LIFE
One of the most crucial elements of this project was transforming the cocktail recipe book into a digital experience that not only complements the physical version but enhances it for an online audience. Our goal wasn’t to simply digitize the book, but to create an interactive experience that felt as intuitive and engaging as flipping through a traditional recipe book, while also taking full advantage of the possibilities that an online platform offers.
We designed an interactive layout that allows users to skim through different recipes, much like flipping through the pages of a book, but with the added benefit of digital navigation like filtered search: users can find recipes based on ingredients, strength, or difficulty, We also added dynamic navigation elements such as a personalized quiz and exploration by country. This added flexibility allowed for better wayfinding and made the experience more engaging and user-friendly.
The result is a seamless digital experience that feels both familiar and innovative, giving users new ways to explore and enjoy the recipes while maintaining the charm of the original book.
INTERACTIVE WIREFRAME
Using the sketches as a foundation, we built an interactive wireframe prototype with a focus around motivating users to engage with the app on a daily basis through giving users the ability to understand their health from a wholistic point of view. As a result, the two major focuses during this stage were showcasing symptom tracker trends and gamifying the tracking experience.
The full prototype can be viewed below!