XD / Equis Labs
Equis Labs: WhatsApp for Civic Power
Experience Design — Research & Design Sprint Facilitation
A four-day Google Design Sprint exploring how WhatsApp — at the time, used by 32 million U.S. Hispanics, 52% of the population and 10 million more than Instagram — could help organizers reach and activate Latino voters ahead of the 2020 election. The work became Reaching Latinos via WhatsApp, a guide I co-wrote and edited, published by Equis Labs in April 2020.
About
The Challenge
As the longest continuous Olympic sponsor, Coca-Cola wanted to make London 2012 their biggest activation in 84 years—targeting a global teen audience by fusing their passion for music with the excitement of the Games.
The Solution
I led UX design for the digital ecosystem that transformed users' Facebook activity into personalized beats. The system analyzed social data—friends, comments, likes, shares, check-ins—and matched keywords to Mark Ronson's Olympic sport sound samples, algorithmically generating unique tracks. Users could then customize and share their beats to the Global Beat, becoming part of the world's largest musical collaboration.
The Impact
3.5 million personalized tracks created across 52 countries
25 million video views across all platforms
242 million social impressions during the Games
1.5 million new Facebook fans
Second most talked-about brand during London 2012
Webby Award Winner