Quarter to Five -
Time to close those laptops
THE BRIEF
Molson came to Sid Lee Montreal with the mandate to create an identity for their contesting and swag platform.
From this brand identity was born a project strategy for a hub that would hold all of Molson Brands’ contests and swag, as well as curated Molson content to connect with users across all brands.
MY ROLE
Lead UX Designer & Supporting UI Designer
PROJECT STATUS
First, we had to truly understand the ecosystem and where Quarter to Five would fit.
We conducted interviews with brand managers and the operations team to better understand business needs and constraints.
This allowed us to:
Create an Experience Blueprint & Roadmap (CX/EX and Operations) for pre, during, and post-awarding of prizes.
Assess the viability of the final operational roadmap.
Establish phases for identified opportunities based on operational and budget constraints.
Identify and map out the place of our new content hub within the structure.
Experience Mapping Of Pin To Redeem Operations
Service Blueprint Of Quarter To Five Position Within The Ecosystem
Critical Touchpoints Within Blueprint
In the hub, we put content at the core.
We work on conceptualizing an experience that focused on the tone of voice of the Quarter to Five by making the homepage a news and article hub.
For this, we included:
The notion of time with a countdown clock.
Scrollable stories at the top of the Homepage.
Quarter to Five stories which direct the user to a branded About page.
Finally, we created an experience which focused on redirecting audience claiming a prize directly to our hub.
It had to be flexible enough to include the different brands’ visuals, and be built in a way that it could attract users there to win their prize towards our content hub experience.
