Case Study

Diageo

The Future of eCommerce

Amber cocktail in a coupe glass, lit warmly against a dark background

The global beverage giant leverages a workforce of 29,000+ employees to orchestrate the production and distribution of over 200 brands.

With over 200 global brands and retail distribution partners, Diageo is the world’s largest producer of spirits. As a global leader in the alcoholic beverage space, Diageo engaged Konrad to envision and design an innovative eCommerce solution that reinvents traditional online alcohol sales. The partnership drew directly upon Konrad’s capabilities in product strategy, animation prototyping, and interaction design.

The Opportunity

Conventional thinking in spirits eCommerce traditionally focused on simple product search and price comparison shopping. By deeply analyzing the discovery and purchase journeys of consumers around the world, Konrad built an experience that capitalizes on the complex and distinct ways that spirits are discovered, selected, and ultimately purchased.

Laptop on a red couch showing the Alchemy spirits eCommerce homepage

Personalized recommendation panel pairing a gimlet cocktail with Ketel One and Smirnoff bottles

The Solution

After a series of collaborative ideation sessions with the Diageo team, we set out to design a responsive eCommerce experience that enables product discovery and purchase through a novel and personalized approach. We created a representative brand, Alchemy, which was named to reflect the platform’s tailored approach to product recommendations.

Alchemy site section with featured cocktail recipes and footer links

Personalized Recommendations

Alchemy embraces the nuance and range in consumer spirit preferences, and seeks to identify them through an easy-to-use, interactive survey experience. The tool algorithmically classifies customers into digital personas and presents personalized drink recommendations. This process helps customers discover their perfect beverage – be it an old classic or a new favorite.

The Impact

Powered by user insights and survey research from 2,500 individuals on behavioral patterns, purchasing patterns, and lifestyle preferences, Alchemy provides personalized product recommendations that encourage conversion. This intelligent eCommerce experience capitalizes on the needs of modern customers while preparing Diageo’s brands for the changing landscape of tomorrow.