Project Overview
In collaboration with Motive, a Project Worldwide agency, Pepsi sought to create an interactive digital experience that would engage fans and amplify excitement for the upcoming Gladiator II film. The result was the "My Roman Empire" Selfie Experience—a mobile web application allowing users to transform themselves into Roman Gladiators or Royalty through personalized, shareable images.
My Role
As the Lead UX/UI Designer, my responsibilities included:
- Concept Development: Designing an immersive experience that aligns with Pepsi's branding and the Gladiator II theme.
- User Interface Design: Creating intuitive and visually appealing interfaces to guide users seamlessly through the transformation process.
- Interaction Design: Developing smooth workflows for photo uploading, customization, and sharing functionalities.
- Usability Testing: Conducting tests to ensure the application is user-friendly across various devices and platforms.
The Challenge
The primary challenge was to develop a web-based application that could accurately and seamlessly integrate user photos into high-quality Gladiator or Royalty avatars. The experience needed to be engaging, easy to use, and encourage social sharing to maximize reach and impact.
Solution: "My Roman Empire" Selfie Experience
We developed a mobile web application accessible via links or QR codes on Pepsi products and promotional materials. The user journey included:
- Introduction Screen: Featuring NFL stars like Josh Allen, Derrick Henry, Justin Jefferson, and Travis Kelce dressed as Gladiators, alongside Megan Thee Stallion as Roman Royalty, setting the thematic tone.
- Character Selection: Users choose to embody either a Gladiator or Royalty persona.
- Customization: Selection of a preferred Pepsi beverage and color scheme to personalize the avatar.
- Photo Integration: Users upload or capture a photo, which is then seamlessly composited onto their chosen character using advanced facial recognition and image processing technologies.
- Sharing: The personalized image is emailed to the user, with options to download or share directly on social media platforms.
Design Process
1. Research & Planning
- Stakeholder Collaboration: Worked closely with Pepsi and Motive to understand branding guidelines and campaign objectives.
- Technical Feasibility: Assessed available technologies for facial recognition and image compositing to ensure a seamless user experience.
2. Wireframing & Prototyping
- User Flow Mapping: Outlined the step-by-step user journey to identify key interaction points.
- Wireframes: Developed low-fidelity wireframes to establish layout and functionality.
- Interactive Prototypes: Created prototypes to test user interactions and gather feedback for iterative improvements.
3. Visual Design
- Thematic Elements: Incorporated Gladiator II aesthetics and Pepsi branding into the UI design.
- Responsive Design: Ensured compatibility across various devices and screen sizes for a consistent experience.
4. Development & Testing
- Front-End Development: Implemented the UI using responsive web design techniques.
- Back-End Integration: Developed algorithms for facial landmark detection and image compositing.
- Usability Testing: Conducted testing sessions to refine the user experience and address any technical issues.
Outcome & Impact
- User Engagement: The experience attracted a wide user base, with numerous personalized images created and shared, enhancing brand visibility.
- Social Media Buzz: Users enthusiastically shared their Gladiator or Royalty personas, generating organic promotion for both Pepsi and Gladiator II.
- Technical Achievement: The application demonstrated successful integration of advanced image processing technologies in a consumer-facing web application.
Key Takeaways
- Seamless User Experience: Prioritizing intuitive design and smooth interactions leads to higher user satisfaction and engagement.
- Personalization Drives Sharing: Allowing users to create personalized content encourages social sharing, amplifying campaign reach.
- Collaborative Development: Close collaboration with stakeholders ensures alignment with brand objectives and creative vision.
Final Thoughts
The Pepsi "My Roman Empire" Selfie Experience exemplifies how innovative digital experiences can effectively engage users and promote brand campaigns. By integrating advanced technologies with creative design, we provided users with a memorable and shareable experience that resonated with the excitement surrounding the Gladiator II movie release.
