REFRESHING THE ONLINE PATRÓN EXPERIENCE

Stakeholder interviews and synthesis during the discovery phase of the Patrón Tequila website redesign

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Guided conversations with the international Patrón leadership team

We took time with 11 Patrón leaders and executives from the United States and Europe and asked questions that would help guide us in refreshing the website experience. From sales and marketing to cocktail experts to digital and experience, we connected with each leader and for an hour got to know their perspective on the current state of the market and their predictions for where the industry is headed.

Example questions:

1. What do you consider to be Patrón’s biggest competitive difference from a digital perspective?

2. Where is our target most underserved today? What problems do they have that can be solved by the refreshed online experience?

3. What trends do you predict (or already see) impacting the industry?

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I took all the notes from the stakeholder conversations and began to search for what patterns and directions would emerge. Taking each insight and grouping them based on similarities, we found key areas to focus on as we imagined the redesigned web experience. Insights centered around a few key areas:

• Commerce as the next big challenge

• Prioritize and target consumer needs

• Relevant content for increased global impact

We took these insights into further detail and presented our findings in a pitch to the client. These findings gave us a foundation for the direction we would take the Patrón website redesign and the online customer and brand experience.