The initial client request for ServerSpeak was to consolidate the diaspora of Miller’s bartender educational videos into one spot online.

My solution was to consolidate them, but not in a site: in a platform.What resulted was ServerSpeak: a scalable video education, quiz, and prize platform. Each new user is assigned one of five “bar types.” They’re then delivered a custom Flex interface with videos, quizzes and prizes for retaining the video information.

Now, everyone wins. Only having to promote one URL, bartenders have an interaction more closely tailored to their own offline experiences. Miller no longer has to rebuild when it’s time to scale. Whether they want to make one additional site, or quiz level, or prize, or a thousand of each, the system is equipped with an administrative system to create or edit any part of the system.

What’s more, the metrics system allows Miller staff the ability to see how the sites and quizzes are performing. Adjustments can be made to really help bartenders learn more, instead of delivering an old-school repository of content blowing in the wind. Another facet of the system that was a lot of fun was the prizing. The challenge here was to create a prize that would be valuable as an incentive to bartenders, but did not have a particular dollar value.

To develop this strategy, I went back to the bar (figuratively) and realized that bartenders are naturally the center of their own social ecosystems. This resulted in virtual bartending trophies that appear on bartenders’ FaceBook pages, and notify all their friends that they’ve received the official commendation from Miller.

Another win for everyone. Miller’s strong brand equity is lent to bartenders via FaceBook, and promoted to an average of 115 friends for each bartender. Above are a few screen shots of the initial visual concepting of the user experience, wireframes, and the final designs for each segment.

My responsibilities for the project included strategy and executive creative direction.

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