BAT – Vuse, Velo & Glo
BAT – Vuse, Velo & Glo
CX reset
Responsive Web Design
Design system
Global Campaigns
BAT wanted to reduce dependencies on physical retail, particularly relevant due to Covid lockdowns, and wanted a best-in-class eCommerce experience to drive conversion and maximise digital-led loyalty through their D2C website.
Wunderman Thompson Commerce was briefed to dramatically reimagine their existing websites to drive continuity across markets – significantly changing elements like code, content, UX framework, and visual language to better serve consumers, and provide operational efficiencies and changes to business processes and tooling to better serve end-market teams.
British American Tobacco (BAT) have three new category brands. Vype (vaping), VELO (nicotine pouches) and glo (tobacco heated cigarettes).
With restrictions preventing the use of promotional language onsite, PPC advertising and SEO are key to website conversion. WTC undertook rigorous customer research in January 2020 to understand frictions and opportunities, and to create experience principals for a customer-centric subscriptions proposition. This led to the CX Reset.
Each brand had to have its own design system all aligned to the master CX reset. BAT has different markets around the globe and each location would have its own campaigns, restrictions and needs, so we had to have a set design system in place to keep consistency across all markets.
Each brand had to have its own design system all aligned to the master CX reset. BAT has different markets around the globe and each location would have its own campaigns, restrictions and needs, so we had to have a set design system in place to keep consistency across all markets.
Once we had the master CX reset in place we could move on to specific product launch campaigns. These generally meant banners and key visuals placed throughout the website to generate more traffic.
Velo Reframe
The technology used by Velo is fairly new to consumers who traditionally use cigarettes. They wanted to provide a trial experience which consisted of using a content hub where new customers could ask questions about their preferences and be offered a trial product with the opportunity to get the best out o the product. With each pouch the customer used they would go to the trial hub to learn and experiecne Velo in a unique way.
I led the creative across the UI/UX for this campaign. It consisted of a configutator where users would answer a series of questions to gather information about their smoking or nicotine preferences. they would then be given a free product to trial. there was then a series of emails and content sections the user would navigate through with the end result being more knowleadgable to continue using Velo.
Vuse Flavour tool
Vuse created an AI flavour tool generator which customers could go through a series of questions to be given a recommended set of flavour matches.
I led the creative across the UI/UX side of the project with a lot of work going into how we could make this interactive experience as intersting and absorbing as possible. Creating an experience that tells them more about themselves, why they make certain flavour choices and how they can amplify these experiences more.
Whats were we trying to acheive?
1.Communicate the breadth and quality of our flavour portfolio.
2. Help our consumers navigate the portfolio, to find flavours they love.
3. Build and demonstrate our category leadership in flavour.
4. Increase frequency and weight of flavour purchase.
Flavour choices are influenced by a number of internal and external factors that dictate change, selection and usage.
Whats were we trying to acheive?
1.Communicate the breadth and quality of our flavour portfolio.
2. Help our consumers navigate the portfolio, to find flavours they love.
3. Build and demonstrate our category leadership in flavour.
4. Increase frequency and weight of flavour purchase.
Flavour choices are influenced by a number of internal and external factors that dictate change, selection and usage.
Each user would get given a detailed flavour profile added to their account with 3 flavour recommendations. There would be the ability to explore and learn about each flavour with graphs, customised charts to match their preferences and also the ability to revisit and change their preferences to explore new flavours should they wish too.
Each user would get given a detailed flavour profile added to their account with 3 flavour recommendations. There would be the ability to explore and learn about each flavour with graphs, customised charts to match their preferences and also the ability to revisit and change their preferences to explore new flavours should they wish too.
T
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