SDRC: Store Typescontent strategyanalysis & recommendations

Jina ChanCONSTRT 200 BWinter 2016

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.

Message hierarchy

Audience Message

All Store Dev functional groups:● Real Estate● Design● Construction● Facilities

Primary: This site empowers you to do your jobCall to Action: Use these tools and templatesDetails: Here are the processes and info you need to knowDetails: Here are the teams who work here

Outside contractors (GCs & AORs) Same as above

Store Dev groups located in the field:● Real Estate● Design● Construction● Facilities

Primary: Here’s the big picture & how we all fit togetherCall to Action: Use this site to communicateSecondary: This new platform can help you learn from each other

Other intranet users from outside Store Dev (Finance, HR, etc.)

Primary: Here is visibility into the processes that Store Dev uses and who the teams are

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/

Email newsletter

Required to complete new job training

Required to complete new job training

Stage Learn Consider Try Use

User journey

Icons made by Freepik from www.flaticon.com are licensed under CC BY 3.0

The state of the content

Summary: Uneven quality

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?

Navigation

Business models

Building technique, not store type

Navigation: a mix of categories

Some combinations are possible and others are not. You can have a pre-fab Drive Thru but a Cafe can only be stick-built.

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

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

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

Recommendations

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.

Mapping user goals to existing topics

User Goal Topics

Access the site Login screen

Find general information on store types Top-level pages linked from nav flyouts

Find role-specific info on a store type Appears in Pre-fab content, separated by headings for each functional group (e.g., Construction, Facilities, etc.)

Find task-specific info on a store type Occasionally appears, buried in a paragraph.

Recommendations

User Goal Action

Access the site Consider internal marketing of this section of the site to increase awareness

Find general information on store types

Improve consistency and completeness; focus on answering foundational questions

Find role-specific info on a store type

Add role-specific content to pages that don’t have itAdd role-specific navigation such as jump-to links within pages

Find task-specific info on a store type

Add task-specific navigationCreate task-specific content for each store type; see next slide

Content goals, formats & distribution channels

Content Goal Format Channel

Teach people who are new to Store Dev about the store types

TextPhotos

● SDRC website● Offline training● Weekly email newsletter: Featured

Store Type● Automated email series for new ppl?

Could promote each section of the SDRC, once every 2 weeks

Give Real Estate deal-makers the materials they need to negotiate with landlords

PDFs now(Would like to break out into text + images)

SDRC website

Inform Construction Managers and Designers about the layouts of the store types

Images SDRC website

Tell Designers what their options are in equipment, finishes, trade-downs, etc.

Text SDRC website

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.

Navigation option 1

In this option, your first level of navigation (building technique) may not be the first thing the user is thinking about

Q: where do licensed stores go? (currently only one page, but will need more)

Navigation option 2

In this option, Pre-fab Stores Home still doesn’t really have a home in the navigation

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.?

WorkflowSME Writer Decision-making

stakeholder(s)Content manager

PlanInitial conversation about what could be & how we work together

Provide info

Create

Write initial draft

Edit

Rewrite

Review

Rewrite

Review

Edit

PublishApprove

Publish

Maintain Schedule a review cadence for lifecycle management

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?)

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

Scorecard

Goal Metric Target Result Last Month This Month

Engagement - More usable, useful content

Page views 1600 899

(Same) Time on page ? unknown

Reach - Increase use by Construction, Facilities groups

Unique visits - total & by functional groups

700 total150 construction25 facilities

625 total74 construction12 facilities

Understand usage of the site

Referral sources (e.g., Navigation, Search, News)

? unknown

(Same) Top search keywords

? unknown

TimelineTask Duration or Cadence

Identify stakeholders 2 weeks

Define goals: core content strategy, KPIs 1 month

Define needs - agree on user goals, content checklist 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 1 week

Surface content from other documents 1 document/week

Test content 4-6 weeks after content creation

Lifecycle management - review content & scorecard TBD

Appendix

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?”

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

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

Content Audit Spreadsheet

See shared drive location:

J:\Shared\Jina Chan\Homework\SDRC_Audit_Spreadsheet.xlsx