Heineken Experience
Creative Lead
UX Research
Digital Design
Early 2017, I helped the Heineken Experience museum to reimagine their visitor’s experience with the creation of an interactive tour.
My work involved conducting on-site visitor research, the ideation and creation of the interactive tour and corresponding mobile app, facilitating concepting workshops with the Heineken Experience team and usability testing the newly implemented beacon technology.
The interactive tour has been designed and developed both for Android and iOS.
Challenge
The Heineken Experience knows visitors come to the museum to have fun. But at the same time, it feels the need to educate visitors about the history of Heineken. The existing audio-tour seems to only provide an educational value, but isn’t perceived as fun. The reimagined tour needs to find a balance beween providing a fun experience and delivering an educational value.
The Heineken Experience wants the mobile app to provide visitors (mainly tourists) with a possibility to extend their experience with Heineken when they leave the museum. The app should provide the visitors with ideas and incentives to explore the city ‘The Heineken Way’.
Solutions
A visitor can now walk through the brewery and new “stories” - aka Tall tales - will appear on their mobile phone. Little visual stories that tell a series of highlights from the history oft he beer brand through catchy animations. Thanks to twelve beacons in the Heineken Experience, the app only shows stories that are relevant to the visitor’s experience at that moment.
Once visitors leave the Heineken Experience, they can continue their experience outside the walls of the brewery. After the interactive tour, the app takes them to the nicest restaurants and Amsterdam pubs where a cold Heineken beer awaits them. In this way, the Heineken Experience manages to connect even more people with the popular beer brand.
Results
Has been downloaded over 500.000 times
Monthly average usage of 13.000 visitors
Over 50 venues in Amsterdam pay for exposure with in-app discount codes