SDRC: Store Types content strategy analysis & recommendations. Jina Chan CONSTRT 200 B Winter 2016

Transcription

1 SDRC: Store Types content strategy analysis & recommendations Jina Chan CONSTRT 200 B Winter 2016

2 Introduction The Store Development Resource Center (SDRC) is an intranet site providing a centralized place for partners and vendors in the Store Development division to find the information and tools they need to do their jobs. This analysis is for the Store Types section of the site, which is used primarily by the Construction and Design functional groups to learn about the types of stores we create.

3 Message hierarchy Audience All Store Dev functional groups: Real Estate Design Construction Facilities Outside contractors (GCs & AORs) Store Dev groups located in the field: Real Estate Design Construction Facilities Other intranet users from outside Store Dev (Finance, HR, etc.) Message Primary: This site empowers you to do your job Call to Action: Use these tools and templates Details: Here are the processes and info you need to know Details: Here are the teams who work here Same as above Primary: Here s the big picture & how we all fit together Call to Action: Use this site to communicate Secondary: This new platform can help you learn from each other Primary: Here is visibility into the processes that Store Dev uses and who the teams are

4 User journey Action Hear about SDRC Request an account Check it out Need a form or template Log in & search or browse Find the tool needed Download & use it Emotion: Offline training/ newsletter Required to complete new job training Required to complete new job training Stage Learn Consider Try Use Icons made by Freepik from are licensed under CC BY 3.0

5 The state of the content

6 Summary: Uneven quality

7 How we re evaluating quality Consistency: Can you expect to see the same kinds of information on each page in a section? Structure: Is the page organized in a logical way? Does the layout make it easy to parse? Completeness: Does the page contain everything the audience needs to understand? Navigation: Is the navigation leading to the page clear and logical? Can people find it?

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9 Navigation Business models Building technique, not store type

10 Navigation: a mix of categories Building Technique Store Type Store Type tied to a Business Model Profile (not currently represented) Pre-fab Cafe Drive Thru Evolved Core Stick-built Drive Thru Core One High Profile Temporary/Mobile Kiosk Express Core Plus Licensed Store Reserve Some combinations are possible and others are not. You can have a pre-fab Drive Thru but a Cafe can only be stick-built.

11 Lowest-scoring pages from audit Consistency: Global Kiosk (tall & short) Structure: Civil & Foundation Coordination, Express Completeness: Cafe Home, STB Site Plan, Interior Modular Unit, End Cap Site Plan, Drive Thru Evolved Navigation: Temporary Stores, Kiosk Stores, Global Kiosks, Interior Kiosks, Pre-Fab Drive Thru Stores, Pre-Fab Stores Program Pages in red are top-level pages

12 Main Audit Findings Navigation is a mix of categories; Pre-fab Stores does not have a home Unevenness: some store types have a lot of information and some have very little One of the primary uses of the content is for a new person to learn about the store types, but there is a lack of foundational information such as: How is this store type different from others? In what kinds of situations is it appropriate? What is an example of this store in my region? Task-specific navigation could make the information more actionable

13 Recommendations

14 Core strategy The Store Types section of the SDRC is where anyone can go to learn generally about the types of stores we create, and where Construction and Design partners can go for specific information to do their jobs. The content answers basic questions in a consistent manner.

15 Mapping user goals to existing topics User Goal Access the site Topics Login screen Find general information on store types Top-level pages linked from nav flyouts Find role-specific info on a store type Find task-specific info on a store type Appears in Pre-fab content, separated by headings for each functional group (e.g., Construction, Facilities, etc.) Occasionally appears, buried in a paragraph.

16 Recommendations User Goal Access the site Find general information on store types Find role-specific info on a store type Find task-specific info on a store type Action Consider internal marketing of this section of the site to increase awareness Improve consistency and completeness; focus on answering foundational questions Add role-specific content to pages that don t have it Add role-specific navigation such as jump-to links within pages Add task-specific navigation Create task-specific content for each store type; see next slide

17 Content goals, formats & distribution channels Content Goal Format Channel Teach people who are new to Store Dev about the store types Give Real Estate deal-makers the materials they need to negotiate with landlords Inform Construction Managers and Designers about the layouts of the store types Text Photos PDFs now (Would like to break out into text + images) Images SDRC website Offline training Weekly newsletter: Featured Store Type Automated series for new ppl? Could promote each section of the SDRC, once every 2 weeks SDRC website SDRC website Tell Designers what their options are in equipment, finishes, trade-downs, etc. Text SDRC website

18 Key Tactic Identify stakeholders, including decisionmakers and content owners. With these stakeholders and representative users from all functional groups, revise a proposed checklist of standard information that most top-level pages in Store Types should contain.

19 Navigation option 1 Q: where do licensed stores go? (currently only one page, but will need more) In this option, your first level of navigation (building technique) may not be the first thing the user is thinking about

20 Navigation option 2 In this option, Pre-fab Stores Home still doesn t really have a home in the navigation

21 Navigation issues to decide Move business models to Innovation, or keep info about their layout here? (currently Core One and Express have pages in both sections) Where to discuss categories of how much is spent on a store, like High Profile, Core Plus, etc.?

22 Workflow Plan SME Writer Decision-making stakeholder(s) Provide info Content manager Initial conversation about what could be & how we work together Write initial draft Edit Create Review Rewrite Rewrite Review Edit Publish Publish Approve Maintain Schedule a review cadence for lifecycle management

23 Before the workflow... A SME is Ready to engage in the content development process when they have: A defined audience (WHO is the end user?) The major themes are defined and any necessary supporting documents (WHAT is the author trying to say?) A specific, realistic timeline for delivery (WHEN is this going to happen?) A clear and logical place in the overall site taxonomy (WHERE does it live?) A philosophy/approach rooted firmly in the Starbucks brand (WHY should people read and care?) A dedicated resource with executive/leader sponsorship and dedicated production time (HOW is this content going to get produced?)

24 Key metrics & goals Content quality KPI: 90% of content meets the agreed-upon checklist for content quality Governance KPI: 80% of content has an identified owner, with whom regular reviews are scheduled Process KPI: FY16 content improvement on 8 sections of the site: 3 in Q2, 3 in Q3, 2 in Q4

25 Scorecard Goal Metric Target Result Last Month This Month Engagement - More usable, useful content Page views (Same) Time on page? unknown Reach - Increase use by Construction, Facilities groups Unique visits - total & by functional groups 700 total 150 construction 25 facilities 625 total 74 construction 12 facilities Understand usage of the site (Same) Referral sources (e.g., Navigation, Search, News) Top search keywords? unknown? unknown

26 Timeline Task Identify stakeholders Define goals: core content strategy, KPIs Define needs - agree on user goals, content checklist Duration or Cadence 2 weeks 1 month 2 weeks Prioritization - identify readiness of content owners to participate? Content creation Kickoff one store type every 2 weeks Navigation - decide on an option & implement Surface content from other documents Test content Lifecycle management - review content & scorecard 1 week 1 document/week 4-6 weeks after content creation TBD

27 Appendix

28 Proposed content quality checklist This is a starting point for discussion with stakeholders. Store Types content should answer the following questions: How is this store type different from others? In what kinds of situations is it appropriate? What is an example of this store in my region? What components do I need? What are the zones or parts?

29 User tasks in Store Types New to Store Dev: Learn general information about store types Real Estate deal-maker: Get info to negotiate with landlords (sell sheets) Construction Manager: Find who supplies the equipment See the layout: floor plans, cross section views, specific measurements Designer: See the layout Learn what finishes and signage are available Learn what equipment and programs are available Learn what trade-downs to make

30 Mission Statements Previously existing: Mission: The SDRC is a website dedicated to supporting Store Development partners by providing centralized access to the guidelines, tools, processes and training necessary to excel at their jobs. FY16 focus: Development of the Partner Community, Content Development and Functionality required to complete the foundation for further growth and wider adoption of the SDRC. Proposed: Store Types section: information for store designers and construction managers to learn about the stores they design and build

31 Content Audit Spreadsheet See shared drive location: J:\Shared\Jina Chan\Homework\SDRC_Audit_Spreadsheet.xlsx