Case Study: Driving Growth through UX Innovation in Digital Experiences

Product Overview
PLAYNATION was the inaugural virtual portfolio of the Olympic and Paralympic Game Time Experience for the Coca-Cola Company during the Tokyo 2020 Olympic and Paralympic Games. As part of Team Coca-Cola PLAYNATION, I played a key role in designing and optimizing the platform’s user experience, ensuring a seamless and engaging interaction for global audiences. The project earned two Gold Awards at the APAC Mob-Ex Awards in Singapore for its innovative approach to gamification and digital engagement.

Prior to my involvement, there was a lack of structured user journey data mapping, inconsistent game mechanics, and limited UI optimizations on the platform. My research and design contributions addressed these challenges by implementing structured game mechanics, refining the rewards system, and streamlining content management for multilingual audiences (EN/JP).

Key Contributions & Growth Impact

User Journey Mapping & Gamification Design

• Objective: Enhance user engagement through structured game mechanics and balanced rewards systems.
• Action: Charted all user journey data maps, fine-tuned game scoring mechanics, and optimized the rewards redemption system to maximize player retention and satisfaction.
• Growth Metrics Impacted:
  • DAU/MAU (Daily/Monthly Active Users): Increased engagement through a well-structured and rewarding game experience.
  • ARPU (Average Revenue Per User): Boosted in-app purchases and redemptions through well-balanced game mechanics.
  • LTV (Lifetime Value): Encouraged long-term user participation by designing an engaging, interactive experience.

Localization & UX Content Strategy

• Objective: Ensure accessibility and consistency for Japanese and global audiences.
• Action: Integrated instructional guidelines for localization, managed copywriting, and drafted FAQs and privacy policy documentation in both English and Japanese.
• Growth Metrics Impacted:
  • GMV (Gross Merchandise Value): Increased global participation by making content more accessible across different regions.
  • CAC (Customer Acquisition Cost): Lowered acquisition barriers by providing a seamless, localized user experience.

UI Optimization & Platform Enhancements

• Objective: Improve platform usability and resolve live platform issues.
• Action: Proposed and designed UI frames to resolve targeted pain points, ensuring a frictionless user experience.
• Growth Metrics Impacted:
  • DAU/MAU: Increased session duration and interaction rates through improved UI responsiveness.
  • MRR/ARR (Monthly/Annual Recurring Revenue): Strengthened monetization opportunities by refining UX elements and reducing user drop-off.

Content Management & Prototyping

• Objective: Streamline digital asset management and enhance interactive content.
• Action: Curated marketing content, video feeds, and web documentation into a version-controlled Content Management System using Elementor and HTML5. Created content layout mockups and web prototypes using Adobe XD, Figma, and Miro.
• Growth Metrics Impacted:
  • LTV: Improved content discoverability and user engagement through structured content presentation.
  • GMV: Enhanced brand presence by optimizing visual content and marketing assets.

End Product & Measurable Outcomes

• Optimized PLAYNATION UX: Enhanced user experience through refined game mechanics, improved UI, and structured localization.
• Increased Engagement & Retention: Boosted DAU/MAU and ARPU by designing a seamless and rewarding game experience.
• Streamlined Content & Localization: Ensured smooth content delivery and accessibility for a global audience.
• Award-Winning Digital Experience: Contributed to PLAYNATION winning two Gold Awards at the APAC Mob-Ex Awards.

Conclusion

By leveraging data-driven UX design, structured game mechanics, and optimized content management, PLAYNATION successfully increased user engagement, retention, and revenue for Coca-Cola’s Tokyo 2020 Olympic and Paralympic Games digital experience. This case study highlights how thoughtful UX design can drive key business metrics and create immersive digital experiences at a global scale.

End Product: COKE ON! User Interfaces, Localization Instructional Design for Dentsu Aegis, Supported team with UX Flow of each experience - Coca-Cola, Ayataka, Aquarius, I LOHAS and Georgia Coffee.