Mobile app 2022; revamped case study in 2025
The Buzz
I helped a multinational alcoholic beverage brand to establish a digital platform that offers a holistic & engaging experience for its consumers in Indian Market.
Mobile Design
UX Research
* This Case Study has been revamped and all data has been sanitized for confidentiality
My Role (Primary)
Lead Research
Design Strategy
Brand’s Motive
Crafting Solution
Localization
One place for multiple things
New product launches, general information/awareness, recipes, merchandise
Limited edition products for for self and gifting
User Task List
B2C
Brand Strategy
My Role (Secondary)
Experience Design
Advertising
Communication Design
Tools
Figma
FigJam
The initiative was driven by the need to improve user engagement, expand customer base, and increase brand visibility across digital and social channels, in India.
It aims to provide users with seamless access to their offerings, ensuring their services reach the right audience quickly and effectively. Beyond convenience, they are deeply invested in building awareness around responsible drinking and shaping a positive lifestyle, rooted in their belief of celebrating life, every day.
The business also envisions to revitalize post-pandemic sales and leverage the platform as a channel for scalable, digital revenue generation.
Problem
Here are few findings from Qualitative Research
Other Team Members
The goal was to design a localized digital experience that builds engagement, expands reach, and drives revenue—while staying true to the brand’s identity and message of “Celebrate Life, Every Day.”
Given India’s cultural diversity, understanding user needs and expectations was a major challenge. Promoting an alcohol brand positively in this context required sensitivity, while ensuring the platform remained intuitive and easily accessible.
To navigate this challenge, an extensive User and Market Research was required. I lead Qualitative & Quantitative research with user interviews, surveys, competitive analysis and in-depth secondary research.
Through the research findings, I defined the key personas, differentiated their pain-points and targeted their needs. In the following steps, I framed the ‘How Might We’ statements and derived opportunities from it. The process from ideation to concept building was encouraging. I then, identified the list of tasks users need to perform and categorized task priorities. All of this leading to clear user flows, then to rapid wireframing, many iterations and finally to a viable product.
As a team, we derived multiple concepts through our ideation sessions, interactive UX activities and brainstorming sessions. Along the way, we followed an evolving design process with feedbacks, reviews & critics, leading to a much refined product experience.
I mentored junior designers throughout the project, fostering their growth and confidence in the process.
We also designed social media & in-app campaigns to increase the reach, awareness and boost engagement.
Business Impact
Numbers That Spoke Insights - Quantitative Research
Time
05 Weeks
In 2022
From Strategy to Experience
How I blended strategy & design to shape a seamless experience.
Here are few findings from Quantitative Research
Targeted Advertising
More open but on selected/correct platforms
Premium Merchandise
To Tackle over-drinking, under-age drinking and lack of awareness on consumption of alco-beverages
To attract different groups like music lovers, foodies, gamers etc
01 Researcher
02 Junior Designers
01 Project Manager
Voices Behind The Data - Qualitative Research
Offline and Virtual events
Impactful Campaigns
With multiple benefits to encourage users to buy further
Help create a vibe
For different occasions through collabs - food, accesories, decor etc
Loyalty Programs
Exploring The Landscape - Secondary Research
Here are few findings from Secondary Research
Finding The Soul We Serve - Building Personas
Turning Insights Into Opportunities
Shaping our observations into meaningful breakthroughs
This framework helped define the UX strategy, ensuring all key user needs, business goals, and brand values were meaningfully addressed through the product.
Moodboard & Ideation
Ideation To Concept
Task Analysis
Task Priority Mapping
To design with purpose, I first mapped user tasks by how often they were performed and how important they were. This revealed what truly mattered to users — guiding me to focus the experience around their most frequent and meaningful actions.
Structuring The Experience - The Site Map
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Sketching The Foundation
Bringing The Design To Life
I began by mapping the site’s structure to visualize how users would move through the experience.
This step helped me organize content thoughtfully and build a seamless flow from discovery to action.
Considering user needs and post-pandemic priorities, we are introducing unique doorstep experiences through ‘Home Services’. These services ensure trust, hygiene, and a seamless way to enjoy premium liquor experiences at home.
From Concept To Execution
This stage brought strategy to life — turning validated concepts into functional, user-centered designs. Every detail was guided by purpose, ensuring a seamless transition from vision to execution.
Let AI Generate a Game for You
Based on research insights, we introduced an ‘Events’ section for our users. Here, users can browse a list of nearby events, register to meet new people, sample drinks, and celebrate life. They can also search for events, save their favorites for later, or share them with friends
It was a great launch with the platform successfully increasing user engagement, awareness of the brand’s offerings, and early monetization through merchandise. Social media campaigns, clear communication of responsible drinking, and refined design helped create an intuitive, culturally relevant experience.