FritoLay approached us to promote Sweetos™ Cinnamon Sugar Flavored Snacks for Easter. To solve their needs, we built an interactive sweepstakes website called Chester’s Eggerator. Users would redeem Sweetos™ bag codes and design easter eggs to win prizes up to $10,000. I led the UX strategy and design and supported the creative and technology teams throughout the project.
The Challenges
- Translate complex sweepstake rules to an intuitive experience that even children can enjoy
- Adapt deliverables to save time and efforts of clients and team members on a tight schedule
- Prove the value of UX in a marketing-driven campaign
Design Process
User Flows
I mapped user flows to clarify sweepstakes rules and site navigation. I also used these flows to align our team with FritoLay, and to provide guidance to developers. Due to the tight timeline, I adapted the user flows so developers could easily translate each step to its corresponding page. The flow below illustrates how users share and submit their virtual eggs for prizes.
Wireframes & Final Product
Then, I wireframed each page to outline elements and interactions that would occur. I made the wireframes child-friendly through large, visual, and simplified design. Afterward, digital designers created visual comps based on my wireframes.
The Results
Chester’s Eggerator was incredibly successful, amassing 2.6 million page views, 193,000 users, 291,000 website sessions, and an average time-on-site of nearly 4 minutes in just one month. The success of this project began our ongoing partnership with FritoLay.
