Coors Light is one of Canada’s best-selling beers and one of the world’s biggest brands. Their website was outdated and provided little value for consumers.
Besides edge cases when looking for specific information, Coors Light’s target market of 18 to 29-year-olds saw no reason to visit a product website. Our goal was to transition the Coors Light website into an interactive experience that contained all of the existing product information while also creating a unique destination for the target market.
I explored various ways to make an immersive experience for users.
The final UX focused on transforming the simple act of scrolling into an interactive experience. I took Coors Light’s most iconic brand asset, the mountain, and built the website structure around the concept of climbing it. Along the journey, users would discover different pieces of information through distinct “scenes”. Because the scenes were modular, additional scenes could easily be added for future promotions. A “map” acted as a menu and would allow users to jump directly to the information they were looking for.
The final design utilized CSS perspective techniques to transform the user’s scrolling action into a forward motion through each scene. Animations and atmospheric sounds were added to each scene to make them more immersive. When the user reached the end of each scene, custom-rendered interstitial videos showed the user how they were getting to the next section of the mountain.
Besides the interstitial videos, the entire design was exclusively built using stock assets, which I meticulously pieced together and colour matched to create a consistent look.
Due to mobile constraints, I had to find a different solution that still created a unique impression. On a single landing page, I reimagined the scenes as themed content sections. The site would automatically load on the bottom of the page, and users would scroll up to “climb” the mountain, allowing the concept to shine on mobile devices.
