PROJECT
AI.BUMt
CLIENT
Hennessy
DATE
November 2023
ROLE
UX/UI Designer
RESPONSABILTIES
Research, UX & UI Design, Wireframing, Prototyping, User Testing
Hennessy’s ‘AI.BUM’
The ‘AI.BUM’ project, a B2C digital marketing campaign in the beverage industry, aimed to launch Hennessy’s Limited-Edition Hennessy V.S bottle in partnership with rap icon Nas. The initiative included a New York-based event for the product’s inaugural unveiling, while a separate web-based experience transformed attendees’ selfies into hip-hop album covers, celebrating 50 years of hip-hop culture and enhancing brand engagement.
The app allows users to upload selfies, which are then processed using prompt engineering to create personalized hip-hop album covers inspired by various eras and locations in hip-hop culture.
Design Process
1. Empathize
User Research
Personas
Empathy maps
Competitive Analysis
2. Define
First Tests
Prompt Design
3. Ideate & Design
User flow
Information Architecture
Wireframing
Visual Design
4. Deliver
User Testing
Design Iteration
Prototype development
My Role
1- Empathize
Qualitative Research
We interviewed prospective users to delve into their demographics, behaviors, preferences, and expectations regarding the ‘AI.BUM’ experience. Given the controversial nature of AI, our inquiries primarily focused on users’ comfort levels with its usage. Below are examples of questions posed during the interviews to unearth valuable insights:
—How would you describe your level of interest in hip-hop culture and music?
—What specific elements or themes within hip-hop culture do you find most appealing or influential in your life?
—Can you describe any prior experiences you’ve had with AI-driven technologies or applications?
—What factors or features would make you more likely to engage with the ‘AI.BUM’ experience? Are there any specific elements that would deter you from participating?
—How likely are you to share your ‘AI.BUM’ album cover on social media or with friends, and why?
Quantitative Research
We used Google Forms to analyze user behaviors and preferences, aiming to uncover patterns and trends among our target audience.
—When it comes to creating your ‘AI.BUM’ album cover, do you prefer:
A. A quick and simple process
B. Spend more time for customization options
—Are you comfortable with:
A. Sharing your ‘AI.BUM’ album cover publicly on social media
B. Would you prefer to keep it private
Our primary objective during these interviews was to ascertain users’ comfort levels with using AI technology to transform their selfies, as well as determine their preferred level of personalization to engage with the experience fully. We discovered that users favored a quick and easy experience accessible through their mobile phones. Surprisingly, users exhibited a higher comfort level with AI than initially anticipated.
User Personas
Marcus Thompson,
The Urban Culture Connoisseur.
Marcus, 32, Atlanta. He is deeply immersed in urban culture, regularly attending hip-hop concerts, art exhibitions, and cultural events. Marcus values authenticity and innovation in the experiences he engages with, always seeking opportunities to explore new expressions of urban art and creativity.
Sophia Williams,
The Hennessy Aficionado.
Sophia, 40, Los Angeles. She is a loyal customer of Hennessy, with a sophisticated palate and a deep appreciation for fine spirits. Sophia enjoys collecting limited edition bottles and exploring new releases from Hennessy’s diverse range of products.
Empathy Map
What he says:
“I’m always on the lookout for unique experiences that celebrate urban art and culture.”
What he thinks:
“Authenticity is key in urban culture, and I appreciate brands that understand and respect that.”
Marcus’ pains:
Difficulty finding urban cultural experiences that go beyond the mainstream and offer something truly innovative and authentic.
Marcus’ gains:
Excitement from discovering new expressions of urban art and culture. Satisfaction from sharing his experiences with his social circle and online community, contributing to the conversation surrounding urban culture.
What she says:
“I’m intrigued by the idea of transforming my selfies into unique hip-hop album covers.”
What she thinks:
“Combining my love for Hennessy with my passion for hip-hop culture could create a truly memorable and personalized experience.”
Sophia’s pains:
Difficulty finding creative ways to integrate her love for Hennessy into her social media presence or personal branding.
Sophia’s gains:
Excitement from exploring a new and innovative digital experience that aligns with her interests in Hennessy and hip-hop culture. Pride in sharing her personalized ‘AI.BUM’ album covers with her social circle and online community, showcasing her unique blend of sophistication and creativity.
2- Define
First tests
As we delved into the realm of AI image-generation and face swap technology—a novel domain for us—we recognized the importance of attaining comprehensive expertise in the field. We proactively explored how this technology could benefit our audience, ensuring its utility and safety. We dedicated time to mastering prompt engineering alongside Midjourney to guarantee precise outputs.
3- Ideate & Design
User Flows
The overall experience was bifurcated into two distinct realms: a physical, photocall-like encounter in a New York venue, and an online experience accessible via web and mobile.
Digital experience flow:
The web experience was strategically crafted for seamless integration into Hennessy’s main page, making consistency with the brand’s universe crucial for success.
Later modifications were implemented, shifting from the complete re-generation of the selfie with AI to focusing solely on the background due to legal considerations. The selfie was then stylized to harmonize with the chosen background, ensuring compliance with relevant regulations.
Event flow:
The flow for the Hennessy event in New York had to be exceptionally concise. Set in a spacious venue in the heart of Manhattan, filled with diverse points of interest like DJs and various entertainments, it was imperative that the experience did not consume too much of the guests’ night.
The flow operated as follows: Guests would first select their preferences (including an AI-generated background), then scan a QR code to join a virtual queue for having their photo taken. Once called, they would proceed to take the picture, and shortly afterward, receive it directly on their phones.
Wireframes
Our goal was to guarantee a user-friendly and swift navigation through the experience. Waiting times were minimized to ensure that no one had to linger excessively to witness their dream of transforming into a hip-hop artist and having a personalized album.
Visual Design
The interface presented a design challenge: striking the right balance between Hennessy’s sophisticated branding and the vibrant hip-hop culture, aiming to do justice to both distinctive universes.
4- Deliver
Interactive Prototype
UX & UI Design
Game Design & Testing
