Award-winning innovation
The Equinox UI was recognised with a UX Design Award and a Gold Award at the London Design Awards.
Our work
Reimagining the future of beverage choice through experience-led design
Coca-Cola partnered with 2CV to help redesign the user experience of its Freestyle dispensing platform, transforming how consumers discover and select drinks.
The ambition was to create a next-generation interface that felt more intuitive, engaging and inspiring – balancing the simplicity consumers expect with a richer, more immersive brand experience.
Sector:
Food & Beverage
Market:
Global
Expertise:
UX Research, Innovation Strategy, Experience Design
The Challenge
Freestyle machines offered consumers an unparalleled range of drink choices, but the existing interface was beginning to feel cluttered and dated from a design perspective.
Coca-Cola needed to modernise the experience to encourage exploration and discovery while maintaining the speed and ease of use that consumers relied on. The challenge was to create a more engaging interface without increasing complexity or disrupting familiar behaviours.
Our approach
We designed a multi-phase research programme combining immersive qualitative exploration with real-world quantitative validation.
Our work included:
- Testing working prototypes with consumers in realistic usage environments
- Observing how users navigated, explored and made decisions in real time
- Identifying moments of friction, delight and discovery throughout the experience
- Quantitatively validating design concepts and interface elements to optimise performance
This approach enabled us to understand not only how consumers used the interface, but the emotional drivers influencing choice and engagement.
The Results
Stronger consumer engagement
The new interface delivered measurable improvements in satisfaction, attention capture and overall user experience.
Increased destination appeal
Consumers reported a higher likelihood of visiting venues featuring the new Freestyle machine, strengthening both brand engagement and commercial value.
The bold decision
Rather than focusing solely on making choice easier, we reframed the challenge around making choice more desirable.
Working closely with Coca-Cola and design partners, we helped create a more immersive, experience-led interface that encouraged exploration while preserving familiarity.
By combining the strongest elements from multiple concepts, we struck the right balance between innovation and usability, transforming the interface from a functional tool into a richer brand experience.