Bud Wc 22
FMCG
Sport
Digital Experience
Budweiser FIFA World Cup 2022™
Budweiser, the official beer sponsor of the FIFA World Cup Qatar 2022™, developed a global campaign designed to connect with football fans through digital activations, promotional experiences and exclusive hospitality programmes.
As a UX/UI Designer at AB InBev, I contributed to two digital experiences supporting this campaign: a dedicated hospitality application for invited guests and a promotional website designed to engage fans through product scanning, prize draws and instant rewards.
Both experiences required intuitive user journeys, clear information architecture and interfaces consistent with Budweiser's visual identity.
Role
UX/UI Designer
Client
ABinBev
Budweiser
Project
FIFA World Cup 2022
Timeline
8 months
Tools
Figma, Miro, Jira, Maze
Platform
Mobile App
Website
02
Digital experiences
02
Distinct user journeys
01
Global campaign
FIFA
World Cup 2022™
OVERVIEW
THE CHALLENGE
For the FIFA World Cup Qatar 2022™, Budweiser launched The World Is Yours to Take, a global campaign designed to celebrate football and engage fans through a variety of brand experiences.
The campaign included limited-edition packaging with scannable QR codes, promotional rewards, fan activations and hospitality experiences.
Within this ecosystem, digital products served different purposes: helping invited guests navigate their event experience and enabling fans to interact with the brand through promotional mechanics.
The problem
The two digital experiences addressed distinct user needs.
Hospitality guests
Guests needed a convenient way to access event information, manage their bookings, follow their personal itinerary and find practical details throughout their experience.
Promotional participants
Fans needed to understand how to participate in the Bud Tour promotion, scan eligible products, enter the prize draw and discover the available rewards.
The challenge was to design clear and intuitive journeys for both audiences while maintaining a consistent brand experience.
The goal
Design engaging and user-friendly digital experiences that:
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Simplify access to essential event information.
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Make key actions easy to find and complete.
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Clarify promotional mechanics and reward opportunities.
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Provide intuitive navigation across different digital touchpoints.
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Maintain consistency with Budweiser's visual identity.
MY ROLE
What I did
As a UX/UI Designer at AB InBev, I contributed to the design of two complementary digital experiences for Budweiser's FIFA World Cup 2022™ campaign.
My work focused on translating project requirements into clear user journeys and interface designs, balancing usability, functional requirements and brand identity.
Responsibilities
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Structuring user journeys around key user needs
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Organising content and features into clear sections.
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Defining screen layouts and information hierarchy.
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Creating interfaces with Budweiser's visual identity.
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Designing navigation & interactions from key journeys.
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Turning design concepts into interactive experiences
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Refined through feedback
HOW IT WORK
Two complementary experiences
01
Hospitality App
A dedicated mobile experience helping invited guests access event information and manage their hospitality journey.
02
Bud Tour Promotional Website
A promotional experience enabling fans to participate in a campaign through product scanning, prize draws and instant rewards.
RESEARCH
Key insights
The two experiences addressed different contexts of use, requiring different approaches to information architecture and interaction design.
Hospitality App
01
Essential information should be easy to access
User need
Guests need to find event details, schedules and practical information without unnecessary navigation.
UX opportunity
Organise information into clearly defined sections and make essential features accessible through intuitive navigation.
Design focus
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Clear information hierarchy.
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Accessible event information.
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Intuitive bottom navigation.
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Easy access to bookings and personal itinerary.
02
The experience should support guests throughout the event
User need
Guests need relevant information before and during their participation in the hospitality programme.
UX opportunity
Bring the main features together within a dedicated application.
Design focus
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Personal itinerary.
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Booking information.
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Account and profile access.
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Post-event feedback.
Bud Tour Promotional Website
03
Participation mechanics should be easy to understand
User need
Participants need to understand how to enter the promotion and what steps are required.
UX opportunity
Present the participation process in a clear sequence, explaining how product scanning and competition entry work.
Design focus
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Clear participation instructions.
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Accessible information about the rules.
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Understandable next steps.
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Clear distinction between participation and rewards.
04
Rewards should be clearly communicated
User need
Participants need to understand the different opportunities available through the promotion.
UX opportunity
Structure prize information so that the different reward mechanisms are easy to distinguish.
Design focus
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Clear presentation of prize categories.
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Accessible reward information.
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Transparent explanation of the draw.
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Clear communication of instant prizes.
SOLUTION
UX decisions & design evolution
Decision 01 — Creating a clear navigation system
Hospitality App
Challenge
Guests need to access different features without having to search through complex navigation.
Design decision
Structure the main features into clearly identifiable sections accessible through the application's bottom navigation.
UX rationale
A consistent navigation system helps users understand where to find information and move between the main features of the application.
Key interface elements
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Itinerary
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Bookings
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Home
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Survey
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More
Decision 02 — Bringing the hospitality journey together
Hospitality App
Challenge
Guests need access to different types of information throughout their event experience.
Design decision
Centralising related features gives guests a single place to access relevant information and manage their experience.
UX rationale
A predictable sequence helps users understand what they need to do and whether their action was successful.
Key interface elements
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Personal itinerary.
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Booking information.
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Profile and account settings.
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Post-event survey.
Decision 03 — Structuring the promotional participation journey
Bud Tour Promotional Website
Challenge
Participants need to understand how to enter the promotion, how product scanning works and what happens after participation.
Design decision
Organise the promotional information into a clear sequence, explaining the participation steps and how users can engage with the promotion.
UX rationale
Clear instructions and structured content help users understand the mechanics before taking action.
Key interface elements
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Sign-up or login.
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Participation instructions.
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Product-scanning mechanics.
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Competition information.
Decision 04 — Making rewards easier to understand
Bud Tour Promotional Website
Challenge
The promotion included a prize draw and opportunities to win instant prizes. Users needed to understand the different reward mechanisms.
Design decision
Present the prize information and participation mechanics in clearly structured sections.
UX rationale
A clear distinction between the different reward opportunities helps users understand what they can win and how participation works.
Key interface elements
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Grand prize information.
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Instant prize opportunities.
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Participation rules.
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Reward-related content.
Decision 05 — Maintaining a consistent brand experience
Hospitality App & Bud Tour Promotional Website
Challenge
The two experiences served different purposes but belonged to the same Budweiser campaign.
Design decision
Apply the campaign's visual identity consistently across the relevant interfaces.
UX rationale
Consistent visual language helps connect different digital touchpoints to the same brand experience while allowing each interface to address its specific needs.
SOLUTION
The final design
FC Bud Experience App
Budtour website
Budweiser marketing campaign
UX KPIs
Measuring the effectiveness of the experience
The effectiveness of the two digital experiences could be evaluated through metrics aligned with their respective objectives.
Hospitality App
KPI
Measure
Relevance
Task success rate
Measure whether guests can successfully complete key tasks, such as finding their itinerary or accessing booking information.
Shows whether the interface supports guests’ core needs without friction or help from staff.
Information findability
Evaluate how easily guests locate essential event information.
Reveals weaknesses in navigation and information architecture that make guests lose time or get frustrated.
Guest satisfaction score
Assess how guests perceive the overall hospitality experience
Links the digital experience to the overall guest perception, and indicates whether the design adds value to the event.
Bud Tour Promotional Website
KPI
Measure
Relevance
Participation completion rate
Measure the proportion of users who successfully complete the promotional participation flow.
Directly reflects campaign performance and pinpoints the steps where users drop off.
Scan success rate
Evaluate how often product-scanning attempts result in successful interactions.
The scan is the entry point of the experience, so a failure here blocks participation before it starts.
Prize information task success
Measure whether users can correctly understand the prize draw and available rewards.
Clear reward information drives motivation to participate and reduces confusion and trust issues.
OUTCOME
Results & learnings
Impact
The project brought together two complementary digital experiences for Budweiser’s FIFA World Cup 2022™ campaign.
The hospitality app centralised essential event information, personalised itineraries and guest services in one dedicated mobile experience. The Bud Tour promotional website helped fans understand how to participate in the campaign, scan products and access prize draws and instant rewards.
Together, these experiences addressed different user needs while supporting a consistent brand experience across digital touchpoints. The project highlighted the importance of combining clear information architecture, intuitive user journeys and strong brand identity to support both usability and campaign engagement.
Key Takeaway
Designing these two digital experiences reinforced the value of a user-centred approach to campaign design. By adapting each experience to its audience while maintaining a consistent visual identity, the goal was to create intuitive, functional interfaces that supported both user needs and Budweiser’s campaign objectives.
What I learned
01 Design for different user contexts
Hospitality guests and promotional participants had different goals and expectations. This reinforced the importance of adapting navigation, content and user journeys to each audience rather than applying a one-size-fits-all approach.
02 Balance brand identity with usability
Strong branding is most effective when it supports the user experience. Visual consistency should reinforce clear information, intuitive interactions and accessible content rather than compete with functionality.
03 Make complex interactions simple
Promotional mechanics involving product scans, prize draws and instant rewards need to be easy to understand. Clearly communicating each step, the available rewards and what happens next helps reduce uncertainty and friction.
04 Connect digital experiences to a wider campaign
Digital products are part of a broader brand experience. Their design must balance campaign objectives with the practical needs of the people using them, ensuring that each touchpoint serves a clear purpose.
KPI Cards
+20%
Participation Completion Rate
+60%
Successful Task Completion
4.8/5
Guest Satisfaction Score
1.3m
QR Code Scans
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