Coca Cola
Coca-Cola operates at a massive global scale and needed digital platforms that could unify brand, commerce, and content while remaining flexible across markets. Over multiple years, I worked across Coca-Cola OneXP and Coke & Meals to design scalable, modular experiences that supported global brand governance while enabling local teams to activate campaigns, partnerships, and meal-based experiences in-market.
Big ideas, real impact.
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Market context that shaped the strategy
Product outcomes
Global brand ecosystems are becoming increasingly complex. Coca-Cola operates across 200+ countries (500+ brands) and has thousands of local-market teams balancing global standards with regional consumer behavior. As digital touchpoints expanded, fragmentation in tools, content systems, and UX patterns created inefficiencies and inconsistent brand experiences.
At the same time, food, dining, and meal occasions are critical growth drivers for Coca-Cola. Industry data shows that bundled food-and-beverage experiences increase purchase frequency and brand recall, underscoring the need to design platforms that connect brand storytelling with real-world consumption moments.
Enterprise brands are also under pressure to move faster. McKinsey reports that organizations with scalable design systems and modular platforms reduce time-to-market by 30–50%, reinforcing the need for flexible, repeatable UX frameworks that can support both global rollouts and local execution.
People-First Platform Design
+85% increase in digital engagement by simplifying navigation, clarifying content hierarchy, and aligning experiences to real consumer and partner needs
Consistency at Global Scale
Improved brand and UX consistency across 500+ Coca-Cola digital properties through modular design systems and shared interaction patterns.
Operational Efficiency
+75% improvement in partner and internal team efficiency by streamlining access to tools, content, and resources across OneXP and Meals platforms.
Speed and Reliability
+80% faster execution by enabling markets to reuse components, templates, and flows without redesigning from scratch.
My role across 2-year global product initiatives
Led UX and UI direction across Coca-Cola OneXP and Coke & Meals, ensuring cohesive experiences across brand, commerce, and partner ecosystems on web and mobile.
Defined platform-level UX strategy, mapping global user journeys for marketers, partners, and internal teams, and translating them into scalable flows, wireframes, and high-fidelity UI.
Owned interaction design for complex systems, including modular navigation, role-based access, content governance models, and cross-market configuration patterns.
Partnered closely with global product, engineering, brand, and regional teams across the U.S., Europe, and Asia to align priorities, manage tradeoffs, and deliver at scale.
Built and evolved design systems and UI frameworks that balanced global brand standards with local flexibility, enabling rapid market activation without UX drift.
Produced developer-ready documentation and system guidelines, reducing rework and ensuring consistent implementation across distributed teams.
Led stakeholder reviews and executive presentations, grounding decisions in engagement metrics, adoption data, and market feedback to drive alignment.
Mentored designers and collaborated with creative, UX, and engineering teams to raise craft quality and system thinking across initiatives.
Consumer Tension
Coca-Cola’s audiences range from global brand teams to local market operators and B2B partners. These users are not casual browsers. They need clarity, speed, and confidence that the tools they use will help them execute effectively without breaking brand standards. Local teams want flexibility to adapt to cultural context, while global stakeholders require governance, consistency, and measurement. The tension lies in designing platforms that feel empowering rather than restrictive, intuitive rather than complex, and scalable without becoming generic. Every interaction had to reduce friction, support decision-making, reinforce Coca-Cola’s brand authority, and enable real-world activation.
What we learned about user behavior and expectations
Signals we used to validate tensions
Experience Design Pillars
Calm Luxury, Always
Intent: Make complexity feel effortless and premium.
Web: spacious layouts, restrained motion, clear hierarchy for long-form exploration.
Mobile: quiet, focused screens with progressive disclosure and minimal input friction.
Design cues: generous whitespace, confident typography, low-noise UI, clear primary actions.
Decision Confidence at Every Step
Intent: Reduce uncertainty in high-stakes choices.
Web: side-by-side comparisons for voyages, suites, and inclusions.
Mobile: simplified compare, smart summaries, and “what this means” explanations.
Key components: compare table, inclusion breakdown, pricing clarity blocks, availability messaging, reassurance microcopy.
White Glove Support, On Demand
Intent: Self serve first, expert help exactly when confidence dips.
Web: concierge entry points at key decision moments, context shared automatically.
Mobile: quick access support, async messaging, and call scheduling.
Key components: PYC module, contextual help drawer, contact options, “share my selections” handoff to support.
Trust, Privacy, and Responsibility
Intent: Discretion and integrity are part of the UX.
Web: transparent data capture, clear value exchange, accessible design.
Mobile: secure defaults, minimal input, and clear permissions.
Key components: secure sign-in, privacy-forward forms, accessibility standards, sustainability cues where relevant.
Guided Self-Discovery
Intent: Let guests explore like a curator, not a shopper.
Web: Voyage discovery with filters that feel editorial, not transactional.
Mobile: bite-sized exploration, saved collections, and “continue where you left off.”
Key components: Voyage Finder, destination storytelling modules, preference chips, “Because you liked” recommendations.
A Living Product That Keeps Improving
Intent: Build a platform designed for iteration, not a one-time launch.
Web: measurement-ready templates and content modules that can evolve without redesigning pages.
Mobile: lightweight experiments, fast updates, and clear pathways to test improvements.
Key components: KPI tagging and event-tracking plan, modular UI patterns, experiment-friendly components, release notes, and an iteration log tied to drop-off points.
Readiness and Check In as a Guided Path
Intent: Extend the product beyond booking into pre-voyage confidence.
Web: full planning view, documents, preferences, and milestones.
Mobile: day-of readiness, step-by-step checklists, and time-sensitive updates.
Key components: readiness timeline, task checklist, document wallet, preference forms, alerts, and confirmations.
Seamless Continuity and Momentum
Intent: The experience never “forgets” the guest.
Web: persistent saved state across sessions, clear return entry points.
Mobile: resume cards, reminders, and lightweight re-entry flows.
Key components: saved trips, favorites, recently viewed, hold timer states, “Request to Reserve” return state patterns.