thebar.com

An interactive brand portfolio for Diageo, hosted by one of the first virtual bartender’s.

Role: UI/UX Designer

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PROBLEM

Through an online bidding war, Diageo finally obtained the the rights to the URL thebar.com. With this unique and highly sought after domain address, Diageo US had to quickly get to work on creating a custom and unique offering at thebar.com.

We needed to deliver on the following key objectives:

  • Expose the breath and depth of Diageo’s portfolio of spirits, beer, wine, and more.

  • Offer the consumer a one place stop for product information, recipes, and additional recommendations.

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Solution

  • We engineered and built out the first virtual bartender “Jack” - TheBar.com interactive bartender.

  • Over the course of a month, a team of UI/UX designers, strategist and spirits experts worked hard to craft the perfect volume of content for the site.

  • We leveraged extensive persona data and market research information to build a strong foundation for the design and interaction flows.

Results

  • Diageo saw an average on-site session time range between 10-12 minutes.

  • Bounce rate was less thatn 20% on an average.

  • Conversion rate was extremely positive at over 20%.

  • Diageo saw an instant uptick in sales of 30% (remember this was before Instacart, Drizly, etc.)