Pepsi UX
The FIFA World Cup is one of the most-watched sporting events globally, presenting an unparalleled opportunity for brand engagement. Pepsi, a challenger brand in this space, sought to captivate football fans without holding official sponsorship rights. Their campaign, featuring Lionel Messi, Toni Kroos, Marcelo, and Dele Alli, needed a digital-first approach that would stand out amidst fierce competition from Coca-Cola.
I spearheaded a British-led UX initiative, shaping Pepsi’s digital engagement strategy and delivering a seamless experience designed for a diverse, global audience.
BUILDING A SEAMLESS DIGITAL EXPERIENCE
User research, iterative design, and rapid prototyping to maximise participation
Creating an intuitive, high-converting experience required in-depth audience research and data-driven decision-making. We identified a key challenge: 78% of potential participants would abandon an experience if it took longer than 20 seconds to access core content.
- Reducing onboarding friction – We streamlined the entry process from 6 steps to just 3.
- Action-first engagement – Users could interact with core content before being prompted to register.
- Mobile-first design – With 87% of users on mobile, we prioritised single-thumb interaction patterns for effortless navigation.
Outcome: Our optimisations led to a 42% reduction in abandonment rates, setting a new benchmark for Pepsi’s digital activations.
FROM IDEA TO INTERACTION
Mapping the user journey from packaging to digital play
A key aspect of the campaign was bridging the gap between physical and digital touchpoints. QR codes on Pepsi packaging acted as entry points, but our research showed that scanning alone was not enough. To create a truly seamless journey, we:
- Ensured visual continuity between packaging and digital assets for instant brand recognition.
- Developed a progressive onboarding flow that introduced features gradually rather than overwhelming users upfront.
- Localised UX elements to suit regional differences, adjusting colour schemes, terminology, and cultural expectations.
By adapting the experience to different markets, we ensured accessibility and engagement regardless of location or digital literacy.
DATA-DRIVEN OPTIMISATION
Real-time analytics, A/B testing, and user insights driving continuous improvements
To ensure maximum impact, we implemented a rigorous testing and optimisation framework:
- A/B testing at critical touchpoints – We optimised CTA wording, reward visualisation, and social sharing mechanics.
- Session tracking and heatmaps – We analysed user behaviour to identify and remove friction points.
- Gamification and incentives – We tested reward structures to increase completion rates.
One key discovery: Users who saw their progression towards rewards were 3.2× more likely to complete all challenges. This insight led to a redesign of our progress indicators, driving a 25% increase in participation rates.
IMPACT & RESULTS
A British UX project delivering measurable success:
- 42% increase in acquisition-to-completion rate
- 35% boost in overall engagement vs. previous campaigns
- 25% higher mobile participation rates
- 3.2× more social shares
- 18% longer session durations
- 22% above target in campaign ROI
- Awarded Silver at the Digital Experience Awards 2018
Our work was showcased at Pepsi’s global marketing summit and adopted as a best-practice framework for future sponsorship activations.
REFLECTIONS & FUTURE OPPORTUNITIES
Lessons learned from a British-led digital campaign
What worked well:
- User research-first approach ensured stakeholder buy-in for UX-centric decisions.
- Early “quick win” implementations built trust and accelerated adoption of UX recommendations.
- Frequent user testing kept the experience intuitive and friction-free.
What I would refine further:
- Personalisation at scale: Implementing tailored experiences based on user behaviour.
- Enhanced analytics depth: More granular event tracking for micro-interactions.
- Extended engagement lifecycle: Creating long-term pathways into Pepsi’s loyalty ecosystem.
SETTING NEW STANDARDS IN SPORTS SPONSORSHIP ENGAGEMENT
This project demonstrated how British UX leadership can transform marketing campaigns into immersive digital experiences with lasting business impact. By placing user needs at the heart of the design process while maintaining brand integrity, we created an activation model that set new standards for interactive sponsorships, proving that thoughtful UX can drive measurable business success.