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Bud LIGHT
description
Bud Light faced the challenge of organizing its complex beverage families within the U.S. digital market. The existing structure was fragmented, making it difficult for users to navigate the full range of products during high-traffic national campaigns.
Contractor
Squadra Digital
Role
Product Designer
Client
Telemont
Year
2023
Duration
5 months
Scope
UX & UI Design
Prototyping
Development
CHALLENGE
Working with Marketing stakeholders, we focused on rebuilding the site architecture to handle massive traffic spikes. My priority was to design a navigation system that could intuitively guide users through various product families (Seltzers, Flavors, and Classics) without losing focus on the core campaign message.
APPROACH
Mobile-first fluid navigation, ensuring that even during high-volume interaction periods—such as Super Bowl campaigns—the interface remained fast, responsive, and aligned with the brand's energetic visual identity.
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