End client: Belvedere | Consultancy: Rehab | Role: Senior UX Designer

Summary

As the Senior UX Designer in this project for Belvedere, I led the experience design of their "Virtual Bartender" digital tool, an interactive experience integrated into their global website. I facilitated workshops to align on project goals and conducted ideation sessions utilizing design thinking methodologies to arrive at the "Virtual Bartender" concept. I focused on creating a conversational experience that felt natural and engaging, while also identifying opportunities to enhance user retention and brand loyalty.

Working closely with visual and brand designers, we ensured a premium look and feel across the entire experience. Launched in Q4 2021, the "Virtual Bartender" significantly boosted website performance. Key metrics in the first quarter included a 34% decrease in bounce rate, an 11-minute average increase in session duration, and a 21% increase in login rates, demonstrating the positive impact of the tool on user engagement and brand interaction.

Process & Results

• Workshop design and facilitation: Ran important workshops that played a significant role in client/agency close relationship and understanding. For example a Kick-Off workshop where we explored their business, goals and objectives, audience insights, aspirations and vision, content needs and tech requirements.

• Concepts ideation: Played a key role in creative ideation of key concepts. Adopted design exercises such as problem statements, How Might We, 5 Why’s, rapid sketching and other to explore many different concept areas before landing confidently to “Virtual Bartender” territory.

• Engagement through conversational design: Led the efforts of exploring the best possible way to provide a conversational experience that encourages user exploration without feeling robotic. Keeping the engagement high across all touchpoints was key, as well identifying selling business opportunities and data points to relevant steps in the journey e.g setting up your own library of ingredients and cocktails as way to enhance retention and loyalty.

• Premium branding representation: Worked very closely with visual and brand designers to ensure Belvedere has a premium look and feel across the experience. From typography and copywriting to photography and animation.

• Official launch and wider benefits: Belvedere Bartender was launched in Q4 2021. Integrated within their global Belvedere website experience, the tool leveraged the whole website’s performance. Some key analytics within the first quarter post launch include a decrease in bounce rate by 34%, and an increase of session duration by average 11 minutes, increased login rates by 21% and new user acquisition by 24%