Product
Multi-platform immersive storytelling app (VR, Web, Mobile)
Role
Lead Product Designer (UX/UI) -Immersive Experience
Duration
2017 - 2018 (8 months)
Team
Marketing team (Casillero del Diablo), narrative agency, 360 content production team, development team (Solutionario)
Devices & platforms
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Web · Mobile · Tablet · VR
Tools & methodology
Adobe XD, Illustrator, Slack · SketchUp · After effects · User-centered design, iterative discovery, information architecture, WCAG
Tools & methodology
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Designed for 2 markets (Chile tourism + Asia campaigns)
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Coordinated 4+ teams (dev, content, narrative, marketing)
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Created cross-platform experience (VR → Web → Mobile)
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Successfully launched after testing and client validation
CASILLERO DEL DIABLO
Immersive brand experience for premium wine storytelling
Designing a digital experience to strengthen brand perception and engagement
CONTEXT & BUSINESS CHALLENGE
Casillero del Diablo is an iconic global wine brand known for its strong storytelling and premium positioning.
The challenge was to translate the brand’s narrative into a digital experience that could engage users emotionally, communicate heritage, and reinforce brand perception across digital touchpoints.
The experience needed to feel immersive, premium, and coherent with the brand identity not just visually, but emotionally.
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THE CHALLENGE
User challenges
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Digital brand content often feels passive
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Difficulty creating emotional connection online
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Limited immersion in traditional web experiences
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Business challenges
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Maintain premium perception in digital channels
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Translate storytelling into an interactive format
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Increase engagement and time spent with the brand
MY ROLE & RESPONSIBILITIES
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Designed the end-to-end digital experience
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Defined the narrative structure and interaction flow
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Designed UI and interaction patterns aligned with brand identity
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Balanced storytelling, usability, and performance
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Collaborated closely with brand, marketing, and development teams
APPROACH & PROCESS
Experience strategy & narrative flow
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The experience was structured as a guided narrative, allowing users to explore the brand story through space, atmosphere, and interaction.
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Early explorations & structure definition
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Early explorations focused on defining the narrative flow and overall structure of the experience before moving into visual and interaction design.
Sketches and low-fidelity explorations were used to test pacing, transitions, and key storytelling moments, ensuring the experience felt immersive, intentional, and aligned with the brand’s identity.
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Visual system & interaction language
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A visual and interaction system was defined to ensure consistency across immersive and web experiences, while reinforcing Casillero del Diablo’s premium brand identity.
UI elements, typography, color usage, and interaction patterns were designed to feel subtle and intentional, supporting the narrative without competing with the immersive environment.
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KEY DESIGN DECISIONS
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A visual and interaction system was defined to ensure consistency across immersive and web experiences, while reinforcing Casillero del Diablo’s premium brand identity.
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UI elements, typography, color usage, and interaction patterns were designed to feel subtle and intentional, supporting the narrative without competing with the immersive environment.
OUTCOMES & IMPACT
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Strengthened premium brand perception
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Increased engagement with digital storytelling
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Positive feedback from internal brand teams
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LEARNINGS & REFLECTION
Designing for brand experiences reinforced the importance of emotion, pacing, and narrative as core UX elements.