Design Challenges

On the simplest level, we needed to make sure we carried through the emotional resonance from the campaign imagery for a consistent experience from in-store to online. We also needed to make sure the Wonder and Tastykake brands could shine without detracting from the charitable goals of the USO partnership.

Our larger challenge was figuring out how to create a visually engaging experience within strict technical parameters to help the “Share a message” functionality stand out as the centerpiece and primary CTA on the page. All messages needed to be sent through USO’s existing tool following a specific format in order to make it to the troops. Unfortunately, the form UI was visually generic and relied on a dropdown that hid pre-written message choices and the ability to write a custom message from users.

We explored the idea of creating digital postcards for users to send but learned that the USO can only transmit plain text messages, which are then displayed on screens at bases around the world.

Problem Solving

My solution was to pull the pre-written messages out of the dropdown menu and give them a graphic treatment with large, bold text and vibrant patriotic background patterns. The messages were then displayed in a gallery interface that users could navigate visually before they made their choices. In addition to offering a much more engaging experience for the user, this format also emphasized emotional content of the messages. I also wanted to bring the option to create custom messages to the forefront—though were tied to the existing USO form functionality, allowing users to write personal words of support was a crucial component for a campaign built around sharing human connection.

• Clicking “select this message” or “write your own” launches modal to send a message via the USO

• The form opens with chosen or custom message pre-selected to minimize the need to interact with the dropdown menu, but still allows users to change their minds without starting over. Form fields are mapped to the USO’s existing message functionality.

• Clicking “share message” sends completed message to the USO API while the user receives links to Wonder and Tastykake coupons. The coupons are served by Bricks coupon and open in a new tab to print. Share options will also open in a new tab.

• Users can then click “send another message” to reset the form or close the modal to continue reading about the USO partnership. The client initially wanted to restrict the number of coupons redeemed and the form was set to limit users to a single message. However, they soon realized this in conflict with their primary campaign goal, so we added a link for users to reset the form and send additional messages.