ℹ ️ Project Overview
To design a seamless and engaging digital experience enabling users to create their own Cadbury flavors, fostering creativity and brand engagement.
🗝️ ️ Key Goals
User-Centric Design
Business Impact
Scalability
🕛 ️ 3 Months Duration
👫 Team
2 UX UI Designer
3 Developers (1 Backend & 2 front-end)
1 Product Manager
🛠️ Tools
🎉 Outcome
Over 8,50,000 Cadbury invention entries
40% from millennials
823 million impressions
39 million clicks
17 million fans engaged
92% of mobile-first interactions
Problem Statement
Engaging Platform: Enable users to personalize chocolate flavors.
Playful Design: Align with Cadbury's brand identity.
Boost Engagement: Drive participation and social sharing.
Key Challenges
Ease of Use
Brand Alignment
User Motivation
Scalability
Design Process
👨🏻️ User-Focused Design
Define
Ideate
Design
Validate
Empathy
Empathy
User Research & Insights
Validate
Usability Testing
A/B Testing
Metrics and Analytics
Feedback Loop
Post-Launch Observations
Define
Persona Creation
Information Architecture
Design
Wireframing: Desktop & Mobile
High-Fidelity Design
Ideate
User Journey Map
Ideation & Concept Development
Rapid Prototyping
User Interview Questions
Empathy
Engagement with Cadbury
Familiarity with Cadbury and previous campaign participation?
Motivation to engage with interactive campaigns?
Interaction and Usability
Preference for drag-and-drop vs. list-based ingredient selection?
Ideal support for making choices (e.g., filters, recommendations)?
Any frustrations with online customisation tools?
Flavor Customization Preferences
Past experiences with customizing products (e.g., food)?
Preference for step-by-step guidance or free-form creation?
Favorite flavor combinations or ingredients?
Social Sharing
Likelihood to share your flavor creation on social media?
What motivates sharing (e.g., rewards, fun, recognition)?
Interest in viewing others’ creations in a public gallery?
Guidance and Simplicity
Overwhelmed by too many choices, or prefer variety?
How helpful would flavor suggestions/pairings be?
Ideal balance between guidance and creativity?
Mobile vs. Desktop
What would make the campaign fun for you?
Any barriers to completing the flavor creation process?
What would make you return to participate again?
User Interview Questions
Empathy
Young Creators (12-18 years old)
Who: Social media-savvy teens, exploring self-expression.
Goals: Create and share unique content, showcase creativity.
Challenges: Limited budget, prefers fun, easy-to-use tools.
Needs: Engaging, shareable, and customizable experiences.
Parents with Kids (30-45 years old)
Who: Parents juggling family life and work.
Goals: Find convenient, family-friendly products.
Challenges: Limited time, need solutions that fit into their busy routines.
Needs: Quick, easy-to-use, and enjoyable for the whole family.
Millennial Foodies (19-35 years old)
Who: Young adults who love food, culture, and sharing on social media.
Goals: Discover new flavors, share experiences with others.
Challenges: Busy lifestyles, overwhelmed with choices.
Needs: Personalized, quick, and social-friendly options.
Tech-Savvy Professionals (25-40 years old)
Who: Busy professionals, early adopters of technology.
Goals: Find efficient, personalized experiences.
Challenges: Short on time, overwhelmed with too many options.
Needs: Streamlined, intuitive platforms that save time.
Information Architecture
Define
🗝️ Key Components
Homepage: Entry point with campaign overview and CTA (Make My Madbury)
Flavor Exploration: Users browse flavor categories and choose ingredients
Customization & Submission: Input personal details, submit flavors, and confirm pairing
Confirmation: Post-submission screen with email confirmation and sharing options.
User Journey Map
Ideate
🗝️ Key Design Objectives
Maximizing User Engagement: Make the flavor creation process fun and easy to encourage participation.
Boosting Social Media Presence: Encourage sharing of personalized flavors on social media to enhance visibility.
Balancing Creativity and Simplicity: Allow creative exploration of ingredients without overwhelming users.
Wireframe
Design
High-fi Designs (Mobile)
Design
High-fi Designs (Desktop)
Design
Style Guide
Colors
Primary-Backgrounds, Font
Icons, Secondary font, Backgrounds
Accent-cards, highlights
Gold borders, Backgrounds
Gold-other
Deep purple
Black-Font color
Headings
Aa
Appetite
Rounded
Subheadings/Body
Aa
Poppins
Buttons
Make My Madbury
Make My Madbury
Texture for Modals
Icons
Cards
South Zone
North Zone
East Zone
West Zone
🏆 Empathy Wins
This journey was like sculpting—starting with rough ideas,
refining them, and shaping them into a polished masterpiece
