Wingfinders

Brand & Product Experience System

A brand and product-led digital platform for Red Bull, built around the Wingfinder assessment, a free scientifically validated personality test designed to help individuals identify their professional strengths.

Developed in collaboration with psychology experts from leading academic institutions, the tool combines behavioural science with brand led experience design to deliver a structured, engaging, and scalable digital product.

The project focused on translating Red Bull’s core brand themes of energy, momentum, and performance into a cohesive system of interactions, visual language, and user journeys supporting a 35 minute guided assessment experience from onboarding through to personalised results.

  • Head of Design / Creative Direction

    • Led overall creative direction and design strategy across the platform

    • Guided multidisciplinary teams across UX, UI, motion, and visual design

    • Collaborated with stakeholders to align product, brand, and delivery

    • Contributed hands on concept development, prototyping, and experience design

  • The Wingfinder tool sits at the intersection of science, product, and brand experience, creating a unique set of challenges:

    • Designing a 35 minute assessment journey that maintains engagement and clarity

    • Translating complex psychological frameworks into an intuitive and accessible experience

    • Balancing scientific credibility with Red Bull’s energetic and dynamic brand identity

    • Creating a scalable system that supports onboarding, assessment, and personalised results

    • Ensuring consistency across multiple touchpoints and user states

    The goal was to create a tool that feels both credible and engaging, delivering meaningful insight while remaining true to the brand.

  • The project was approached as a combined brand and product system, aligning behavioural science, interaction design, and visual identity.

    1. Structuring the Assessment Experience

    • Designed a clear, step-by-step journey across the full 35-minute assessment

    • Broke complex inputs into manageable, engaging interactions

    • Created intuitive flows to support onboarding, progression, and completion

    2. Translating Science into Experience

    • Simplified psychological concepts into clear, user-friendly language

    • Designed feedback and results to feel meaningful and actionable

    • Ensured clarity and trust throughout the experience

    3. Expressing the Brand Through Interaction

    • Used motion, pacing, and interaction design to reflect energy and momentum

    • Developed a visual system aligned with Red Bull’s identity

    • Balanced expressive design with usability and accessibility

    4. Designing for Scale and Flexibility

    • Built reusable components and interaction patterns

    • Ensured the system could support multiple user journeys and outcomes

    • Created a framework adaptable across devices and touchpoints

  • The platform translated Red Bull’s identity into a structured digital system:

    • Visual Language: Dynamic, high-energy, and performance-driven

    • Typography & Layout: Bold and clear to support long-form interaction

    • Motion & Interaction: Used to guide users and reinforce progression

    • Consistency: Maintained across onboarding, assessment, and results

    The system ensures the experience feels cohesive while supporting a complex and extended user journey.

  • From a product perspective, Wingfinder was designed as a guided assessment tool, supporting:

    • A structured, end-to-end user journey from entry to results

    • Clear feedback loops to maintain engagement across a long interaction

    • Personalised outputs that provide meaningful insight into strengths

    • Scalability across audiences and potential future extensions

    The result is a product that functions as both:

    • a self-assessment tool grounded in behavioural science

    • and a brand-led digital experience

  • Outcomes

    • Delivered a cohesive brand and product experience system for a global audience

    • Created an engaging and accessible platform for a complex psychological assessment

    • Balanced scientific credibility with strong brand expression

    • Enabled scalable delivery across multiple touchpoints and future iterations

    Key Takeaways

    • Strong brand identities can be translated into structured digital systems without losing impact

    • Interaction design can act as a powerful extension of brand expression

    • The most effective experiences balance creative direction with clarity, usability, and scalability

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