Hi, I'm Ryan.
How can Coca-Cola
join in every celebration, anywhere in the world?
Create Real Magic 2.0
Make Coca-Cola part of the holidays, inviting everyday people to interact with iconic elements of the brand, bringing Coke's holiday spirit into their homes through emerging AI technology
Coke's Market Research
After analyzing the results from the first platform Coke learned that although people love the brand and want to engage in a way that reflects who they are, average users found the creation process daunting
You are guided through prompt creation
Iconic Coca-Cola assets give you a starting point for creating your own custom creation, and reducing 'Blank Canvas' anxiety of not knowing what to make
through the 'subject' 'scene' and 'style' process which uses conditional formatting to create a sentence using your chosen components
This process familiarizes first time AI users with prompt creation and builds their confidence to
keep exploring
You can increase your level of customization as you get more familiar
As you get more confident and want to experiment with your own prompts you can build off of a 'Subject' 'Scene' or 'Style' with additional free text
You can also bypass the Coca-Cola assets completely by clicking into the prompt field and write your own custom prompt
You will still have some Coca-Cola magic through the backend, which provides added level of flare layered onto the existing prompt
Select Your Masterpiece
Design Goals
Share With The Community
You can engage with the community and interact with creations from other artists, getting inspiration from works like the real outputs shown here
Design Goals
Accessible
Used by anyone
Designed to be user friendly, encouraging people with no experience interacting with AI to play with the tool with features like 'Surprise me' and 'Subject, Scene, Style' prompt creation. Advanced users also maintain access to detailed prompt creation by selecting the prompt field directly.
Multi Modal
Build tech capabilities
Deliver a customer facing solution that incorporates AI image creation capabilities, AI text generation, AI image moderation, and creates a foundation for Coke's long term internal AI driven marketing tool plan
Modular
Reskinned for any holiday
Ultimately Coke sought a tool that was adaptable to any marketing campaign. To build toward this goal, this design was leveraged for Diwali and Christmas, swapping the content taking only days
The product strategy for this product requires a scalable, re-skinable product that can be easily updated for any campaign. We were able to achieve this by launching two campaigns within a couple weeks of each other. The first being Coke Diwali, and the second being Coke Christmas.
Successful Release
Design for AI
50x
users in the first month
Building off the learnings from the initial release months prior, the team created a new approach to prompt engineering, one that provides both flexibility and guidance - ultimately dramatically increasing usage.
​
Strategy
15x
increase in engagement KPI
The design approach led to a 15x increase in user engagement on the platform. This was quantified through reduced bounce rates and a higher number of completed creations / sessions
Scale
43
countries across the world
Drivers of Success
An overarching objective of this design was to make it usable by AI novices. We sought to design an experience that was fun, light, and rewarding. Internally we referred to this as 'the easy bake oven of AI', something that is accessible to any age and level of technical literacy.
Prompt Creation
The core of this design is the prompt creator design. This was built on observed behavior from users of story creation when writing a prompt. We leveraged this behavior and encouraged it through the 'Subject' 'Scene' and 'Style' selectors.
By tagging meta data in the back end to each image we allow users to create a custom prompt and image without having to understand prompt engineering.
By leveraging progressive disclosure we were able to provide only the key information for users to process, reducing cognitive load and targeting our KPI's by increasing accessibility.
For advanced users, increased detail and customization was easily accessible, however the simplicity of the experienced was maintained
for our target audience. Examples of this can be seen in the free text prompt editor, the post image creation editing screens, and the card content pages.
Progressive Disclosure
Designed for any holiday
Key design decisions were made in tandem with engineering in order to ensure the product was easily adapted for any holiday around the world, ensuring the product generates engagement regardless of the season.
These decisions were also made in order to build into future directions based on the product road map.
Recognition
Forbes
"Visitors to its Create Real Magic site can use generative tools, powered by image generator Dall-E and language model GPT-4, to create their own Coke-themed cards.
It also hits new audiences – 60 percent of those who engaged with previous AI marketing initiatives had not previously engaged with the brand through other digital channels, such as social media."
Harvard Business Review
"Coca-Cola is looking for opportunities to create algorithmic experiences that transform the speed and scale of all its customer interactions... “We’re embracing the need to take risks, experiment with AI across our system, and build on what we learn to drive scale,” said Murphy. “There’s great opportunity ahead to convert the opportunity of AI into real value.”
Sam Altman, Open AI CEO
"We have a handful of customers that just started using Dali-3 to programmatically generate images and designs. Today, Coke is launching a campaign that lets its customers generate Diwali cards using Dali-3"
I launch innovative products that drive key business outcomes through my product design and strategy background