Overview

Our responsability on the UX team was to ensure that the Autorecaps module, integrated into DxC (a platform developed for our client Diageo), adhered to the standards of scalability, functionality, informativeness, and visual appeal. This involved capturing the essence of nightlife elegance, specifically tailored for a spirits company.

What is Diageo? Diageo operates as a manufacturer, distributor, and promoter of both alcoholic and non-alcoholic beverages. At Dentsu, we collaborate with Diageo to execute approximately 100,000 in-person experiential marketing events annually across the United States, covering every brand within Diageo's portfolio. What is DxC? DxC, created by Dentsu exclusively for Diageo, is an in-house platform developed by our agency's engineering group. It is designed to efficiently plan, track, and report on the 100,000 events Diageo hosts annually. Since its launch 2.5 years ago, DxC has evolved into a centralized hub used by internal Dentsu teams, Diageo clients, and other agencies. Serving as a focal point for all stakeholders, DxC enables comprehensive event planning, tracking of event details, budgets, reporting, and brand involvement within its ecosystem.

What is Autorecaps: Autorecaps, a new module within DxC, holds significant importance. It focuses on non-premise events, such as day-long festivals, characterized by substantial budgets and extensive footprints. Given that not all stakeholders can attend these events, Autorecaps serves as an invaluable tool for keeping them informed about event happenings. Stakeholders are particularly interested in the emotional aspects of these recaps, which is where the photo portal becomes crucial. Introducing this module marks a milestone in DxC's evolution, as it brings about the first mobile interface, transitioning from its existing desktop setup.

The Team

A cross-functional agile team of 18 people with 5 UX and UI Designers - Remote

The Problem

Prior to initiating UX/UI work on the Autorecaps module, stakeholders and other Diageo users engaged in event planning and activation had to manually create PDFs to document the recaps of various events produced by Diageo. These manual processes lacked standardization in terms of visual consistency, scalability, and shareability.

(This is an example of a recap that included KPIs, photos, and the various participating brands owned by Diageo. DxC users manually created this PDF to share with their clients.)

The Solution

We addressed the problem by developing an MVP version that allows users of DxC and the AutoRecaps module to compile various elements including dates, markets, brands, KPIs, and event photos along with their respective groups. This version is accessible via web interface, where users can also download the compiled information into a PDF document for easy sharing with their clients.

Web Version:

PDF version:

Mobile Version:

More of this case study coming soon, thanks for your patience.