RESEARCH | ANALYSIS | DESIGN | WIREFRAMES | PROTOTYPE
The Seedlip Cocktail Concierge, aptly named Elli, represents a leap forward in digital customer service within the drinks industry. Developed to serve both novice and experienced cocktail enthusiasts, Elli offers a personalized journey through Seedlip’s product offerings, leveraging AI to recommend cocktails, find retail locations, and connect users with the Seedlip community.
Extensive research was the foundation of this project. As the lead researcher and Designer I conducted a comprehensive analysis to understand the needs and preferences of Seedlip's target audience, focusing on inclusivity and accessibility. This research informed every aspect of Elli's design and functionality, ensuring the virtual assistant was not only innovative but also accessible and user-friendly.
From the outset, compliance with WCAG Accessibility Guidelines was a priority. The team implemented a range of accessibility features to ensure Elli was usable by as wide an audience as possible, including:
Text-to-speech and speech-to-text functionalities for users with visual or motor impairments.
Keyboard navigation and screen reader compatibility.
High-contrast visuals and scalable fonts for users with visual impairments.
The initial feedback from the Diageo team on the first design iteration of the Seedlip Cocktail Concierge, "Elli," served as a pivotal moment in the project's lifecycle. The critique, while initially disheartening, acted as a catalyst for innovation, pushing the design team to transcend previous boundaries and explore uncharted territories in UI/UX design and accessibility within the drinks industry. This section of the case study delves into the strategies and processes employed to transform Elli into a trendsetting digital assistant that exceeded stakeholder expectations.
Aesthetically pleasing and functional design elements that align with Seedlip’s branding.
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Interactive elements that simplify the process of finding product information and selecting preferences.
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Designed for maximum ease of use, a simple click on the "Add to Cart" button instantly redirects you to the website to seamlessly complete your purchase, ensuring a smooth and convenient shopping experience.
Rich media integration to enhance the interactive experience and keep users engaged.
A conversational interface simulates human conversation, making interactions more personal and engaging.
Intuitive navigation features to ensure users could easily discover and access Elli's functionalities.
Seedlip's AI concierge "Elli" has been featured as a key digital innovation within the drinks industry, setting a new standard for customer engagement and accessibility in digital platforms. The project not only achieved its goals but also paved the way for future innovations in the beverage sector.
Read story here: Rewrite Digital - New Digital Innovations in drinks
The Seedlip Cocktail Concierge project exemplifies how innovative thinking and a commitment to accessibility can create a digital experience that resonates with users on a personal level. By blending AI technology with thoughtful design and inclusivity, Seedlip has reinforced its position as a forward-thinking brand in the non-alcoholic beverage industry. The project's success, underscored by recognition from Diageo Global, highlights the importance of integrating digital innovation with a deep understanding of customer needs and accessibility standards.
Head of Innovation
DIAGEO
Delivery manager
Seedlip
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