End-To-End Gaming Platform
Orchestrating an End-To-End Gaming Platform for Coca-Cola in LATAM
Role
Product Designer
Responsabilites
UX/UI design, strategy, stakeholder alignment, data-driven decision-making
Scope
End-to-end design gamified digital platform
Duration
8 months
Tools
Figma, Miro, Notion
Results
60K+ active users, increased brand engagement, actionable consumer insights
What happens when a global beverage icon decides to level up its game? You get Side Missions: a groundbreaking digital experience that merges Coca-Cola's legacy with the passion of 314.5 million gamers in LATAM. Game on.
Context
Gaming now surpasses music and movies combined, yet Coca-Cola faced an unprecedented strategic challenge: staying relevant in an ecosystem dictated by younger generations’ shifting preferences. The reality? Only 3 out of 10 gamers in LATAM consumed Coca-Cola on a weekly basis while gaming. The stakes were high.
What was at stake?
The big question: How does a heritage brand like Coca-Cola credibly integrate into one of the fastest-growing industries, build credibility among younger audiences, and future-proof its relevance in an ever-changing market?
Our challenge was to design an experience that earned credibility among young players while meeting key business goals:
Data gathering
Create an enhancing gaming experience to gather specific data from our consumers that help us create a better understanding and identify new opportunities for TCCC.
Build credibility
Create a meaningful and long-lasting relationship with the gaming community, that help us build brand credibility among new segments and younger generations.
Increase Coca-Cola consumption
By creating a continuous engagement experience, We will take advantage of the moments when the Mexican gaming community is actively consuming content.
The Solution
The platform launched successfully in Mexico reaching over 20K gamers during the first months of the pilot. Heatmap results confirmed the platform's usability, while analytics showed intuitive navigation and strong user engagement. Developers praised the clarity of the design system, which eliminated redundant components and reduced friction during implementation.
Research
We began by immersing ourselves in the gaming culture:
Depth Interviews
Conducted depth interviews with players across Latin America
Trends & success cases
Analyzed trends and success cases from top gaming brands
Close collaboration
Collaborated with Coca-Cola teams across multiple markets
The insights shaped our design principles:
Reward real effort and engagement
Keep interactions simple and mobile-first
Bridge physical and digital rewards
Co-Creation Workshops
Together with TCCC stakeholders, we ran co-creation sessions to map out the player journey and ecosystem touchpoints.
These workshops helped define three key experience pillars:
In-game immersion
rewards that feel native to play
Community-driven progress
leaderboards and recognition
Physical-digital loop
Coca-Cola product codes as in-game currency
Strategic Design Decisions
Design Process
User Flows
We designed detailed user flows for all the jobs to be done, from a user and admin perspective. These flows helped us structure navigation, clarify actions, and ensure every task delivered a sense of progress.
Wireframing
We developed low-fidelity wireframes to test usability and engagement. Early tests validated the flow clarity and overall motivation loop.
Final Design
Prototype
The interactive prototype showcased the full player journey — onboarding, mission participation, and reward redemption — all optimized for mobile-first interaction.
Components & Design System
We created a modular component library to ensure consistency and scalability.
The design system balanced Coca-Cola’s iconic identity with gaming-inspired visuals: gradients, motion feedback, and high-energy typography.
Impact
Positioned Coca-Cola as a credible player in gaming culture
Increased brand visibility and engagement among Gen Z audiences
Created a reusable engagement framework for future activations in LATAM
Reflection
Designing Side Missions reaffirmed that meaningful brand experiences start with empathy for players.
By blending data, design, and play, we helped Coca-Cola move from being a logo on a screen to a trusted companion inside the game world.
