Transforming product creation into a playful digital experience where music becomes flavour.
Migros needed to launch a new Ice Tea while making its promise "Migros belongs to the people" meaningful for a younger generation.
Traditional voting campaigns no longer felt engaging. The challenge was to create an experience that transformed participation from a simple choice into something people could actively create, personalise, and share, turning product development itself into an entertaining digital journey.
My Contribution
As Lead UX Architect, I defined the experience strategy and interaction concept behind the platform.
Working closely with creatives, technologists, and motion designers, I designed the experience architecture, user journey, and interaction principles that connected music, flavour, and participation into one coherent digital experience.
Beyond the strategic foundation, I led the creative direction, shaping the visual language and interaction patterns that made every user generated creation feel unique, playful, and instantly shareable.
Design Principles
Turn participation into creation
Design for curiosity and experimentation
Reward creativity with immediate feedback
Encourage sharing through personal ownership
Create memorable micro interactions
Mobile first by design
Blend entertainment with product discovery
Key Design Decisions
Rather than asking people to vote for predefined flavours, the experience invited them to create their own.
Ingredients became musical elements that generated a unique audiovisual composition. Every combination produced an individual soundtrack, animation, and flavour concept, transforming a traditional product configurator into a playful creative experience.
The platform was designed around exploration rather than completion, encouraging experimentation, emotional engagement, and social sharing while reinforcing Migros' commitment to participation and co creation.
Outcome
The experience extended far beyond a traditional digital campaign by connecting online creativity with real world participation.
Phase one invited people to create their own Ice Tea through music. Every flavour combination generated a unique audiovisual composition, transforming consumers into active co creators instead of passive voters.
The four most popular community creations were then produced as real products and launched in Migros stores.
Phase two brought the experience into the physical world. Customers could taste the four finalist flavours before returning online to vote for their favourite. The winning flavour, Watermelon & Kiwi, became a permanent addition to the Migros Ice Tea range, completing a seamless journey from digital creation to physical product.
Key Outcome
60%
More buyers
10%
Higher co creation perception
Gold
Effie Awards
Ice Tea Beats transformed product innovation into a participatory digital experience, turning consumers from passive voters into active co creators. More than 72,000 unique flavour combinations were created, generating over 120,000 website sessions and exceeding participation targets threefold.
The campaign became Migros' most successful Ice Tea innovation to date, significantly increasing customer participation, strengthening the perception of Migros as a collaborative brand, and demonstrating how digital experiences can create meaningful engagement far beyond the screen. The project also received multiple national and international awards, including Gold at Best of Swiss Web and Gold at the Effie Awards.