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Storkbrokers Brief when creating the site. http://www.storkbrokers.com
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StorkBrokers
Groop Brief
For The Creative team and Information Architecture teams.
Oct 8 2010
Prepared by Jose Caballer & Barrett Reiff-Morse for Sterling & Bridget Hawkins
© GroopLab LLC, 2009 - 2010
TOC
‣Introduction
‣Who are we designing for?
‣What should it look like?
‣Brand Attributes
‣Site References
‣Colors
‣Illustrations
‣Fonts
2
© GroopLab LLC, 2009 - 2010
Introduction
3
This brief shows you what we are doing for Storkbrokers, who we are doing it for and what it should look like.
What we are doing: We are redesigning StorkBrokers.com a marketplace of savvy parents, connected by saving money in a welcoming environment. At StorkBrokers parents can buy and sell baby items that they are no longer using for their kids.
Top Redesign Attributes:Helpful, Parenting, Busy, Welcoming, Connected, Saves Money
Current Site:Here is what the current site looks like.
Who are we designing 4 ?
© GroopLab LLC, 2009 - 2010
Users / Messaging
5
SusanSusan Michelle & TimMichelle & Tim JesusJesus
‣A fast easy way to start a business from home‣Quality parenting products that fit your style
‣A fast easy way to start a business from home‣Quality parenting products that fit your style
‣A convenient way to further your green parenting lifestyle.‣A convenient way to further your green parenting lifestyle.
‣Quickly find the parenting information and products that fit your budget.
‣Quickly find the parenting information and products that fit your budget.
‣Concise‣Clear‣Short‣ Inspiring‣Motivating‣Empowering‣Fun
‣Engaging‣Caring‣Simple‣Supportive‣Attainable‣Familial‣Personal
‣Positive‣Simple‣Actionable‣Progressive‣Altruistic‣Encouraging‣Empathy
‣Caring‣ Inspiring‣Supportive‣Convenient‣Helpful‣Confident‣Proven
‣Easy‣Simple‣Guiding‣Quick‣Supportive‣Fun‣Encouraging
‣Uplifting‣Helpful‣Humble‣Trustworthy‣Credible‣Balanced (M/F)‣Cool
‣Touts / rotating “ad” units‣Simple signup / registration‣Video tutorial to setup a store‣Case studies / testimonials‣Sellers forum‣Relevant filters‣Find matches
‣Touts / rotating “ad” units‣Simple signup / registration‣Video tutorial to setup a store‣Case studies / testimonials‣Sellers forum‣Relevant filters‣Find matches
‣Account managers‣Social tie-ins‣Visualize their impact‣Ways to contribute‣Facts and information touts‣Worldly / current perspective relevant to the issues they are interested in
‣Account managers‣Social tie-ins‣Visualize their impact‣Ways to contribute‣Facts and information touts‣Worldly / current perspective relevant to the issues they are interested in
‣Simple pathway (2-3 homepage entry points)‣Relevant suggestions‣Ability to ask questions / get feedback‣Tips‣Editors / Voices‣News / alerts / warnings
‣Simple pathway (2-3 homepage entry points)‣Relevant suggestions‣Ability to ask questions / get feedback‣Tips‣Editors / Voices‣News / alerts / warnings
‣Brand / designer filter‣Price filter‣Location filter‣Seller ratings‣Seller filter‣Share / post tools for listings - FB / Twitter etc.‣Post requests for goods‣Find requests that match her goods‣Take a picture on mobile and upload it to the store‣Guided / stepped process
‣Brand / designer filter‣Price filter‣Location filter‣Seller ratings‣Seller filter‣Share / post tools for listings - FB / Twitter etc.‣Post requests for goods‣Find requests that match her goods‣Take a picture on mobile and upload it to the store‣Guided / stepped process
‣Alert to look for new things‣Alert to sell old things‣Location filter‣Sharing tools for FB / Twitter‣Savings graphs / widgets / status elements‣Badges‣MIni blog‣Product / seller reviews‣RSS feed / tie in‣Did you know information‣Feeds in from other sources - news listings
‣Alert to look for new things‣Alert to sell old things‣Location filter‣Sharing tools for FB / Twitter‣Savings graphs / widgets / status elements‣Badges‣MIni blog‣Product / seller reviews‣RSS feed / tie in‣Did you know information‣Feeds in from other sources - news listings
‣Standard search defaults (can have advanced drop down for power users)‣ Informational forum / lists‣Guides and FAQs‣Ability to create profile for a child - base suggestions on a child rather than parent basis‣Blogs / Profile / ways for Voices to contribute‣Rating verification / certification for sellers‣Warnings for recall lists
‣Standard search defaults (can have advanced drop down for power users)‣ Informational forum / lists‣Guides and FAQs‣Ability to create profile for a child - base suggestions on a child rather than parent basis‣Blogs / Profile / ways for Voices to contribute‣Rating verification / certification for sellers‣Warnings for recall lists
Name
Core
Message(s)
Features
Tone
Functions
© GroopLab LLC, 2009 - 2010
User 1 - Susan Johnson - (Hot) Soccer Mom
6
Story:
‣ Super mom / ball of energy
‣ Really excited about Storkbrokers and getting to clear space in her home
‣ Found out about Storkbrokers from Facebook group Georgia Peach Moms
‣ Saw another mom and her kids using it via video
‣ She is into making money to offset the cost of buying new things for her 6 y/o
‣ Keen on sharing her findings with other moms at playgroup meetings
‣ Looking to organize other moms around her business
Demographic:
‣ Lives in Alperetta, Georgia
‣ 38 years old - Caucasian female
‣ Stay at home mom
‣ Married to Charlie Johnson, CPA
‣ $100,000 household income
‣ 3 kids
‣ PTA member
‣ Former brand manager at Coca-Cola
‣ Super social and active in the community
‣ Likes play groups and scrap booking
Goals (objectives):
‣ Finding deals
‣ Cleaning house (getting rid of clutter)
‣ Connect to other parents
‣ Build a home income source
‣ Use existing tool sets
‣ Wants to lead a “greener” household because her kid brought home Green My Parents
‣Wants a consistent style for her kids
‣ Personally style conscious
‣ Provide quality for her family
Needs:
‣ Filter by designer / brand
‣ Compare by price
‣ Be aware of deals
‣ Create wish / interest list
‣ Easy
‣ Fast
‣ Accessible via mobile
‣ To feel assured of quality
‣ Authentic style
‣ Needs human connections
‣ Tools to make a business out of it
‣ Needs simple education / tutorials
© GroopLab LLC, 2009 - 2010
User 2 - Michelle & Tim Brown - Green Urbanites
Story:
‣ Highly involved in the Green movement
‣ Very social and involved in their physical and digital community
‣ They love to find alternative ways to consume
‣ They like food, local commerce and recycled products
‣ Travel abroad, spending several months a year as global nomads
‣ Not having any more kids - they had 2, replaced themselves and are done
Demographic:
‣ Michelle is a PR manager
‣ Tim is a tech entrepreneur
‣ $175,000 household income in a LEAD certified community
‣ Drive Prius
‣ Have twins - boy & girl - 2 years old
‣ Super Tech Blogger, twitterfanatic
‣ Michelle went to school at Northwestern where she met Tim and then moved to Chicago
‣ Very DIY - they have ETSI accounts
Goals (objectives):
‣ Want to travel light and live lean - they are often getting rid of products and then buying new stuff
‣ LIve a green a conscious life
‣ Want to purchase locally
‣ Be constantly current
‣ Want to have a rhythm for their purchases and sales
‣ Evangelize (she) and contribute (he) to the lifestyle
‣ Raise awareness and encourage others to live better for “the cause”
Needs:
‣ Account manager - alerts for new clothes / items
‣ Visualize their contributions to the environment / improvement of the world
‣ Need super efficient market
‣ Show cost savings - $32k to buy all new stuff for 8 years in this product category versus $8k - $12k based on reselling.
‣ Geographic based deals
‣ Social sharing
‣ Certification and badges
‣ Ratings and reviews
© GroopLab LLC, 2009 - 2010
User 3 - Jesus Lopez - Noobie Dad
8
Story:
‣ They are having a baby girl
‣ He is really nervous about the delivery, buying every book possible, attending classes with his wife
‣ He is very protective of his wife and soon to be child
‣ Loves gear and tech - Xbox, new phone, bike gear
‣ Like comparison shopping and specs
‣ Concerned about budgeting and maintaining lifestyle - wants to provide the best for his child, but doesn’t want to sacrifice completely to do this
Demographic:
‣ 24 year old - Hispanic male
‣ Works as a gulf shipping supervisor
‣ Married to Maria, teacher
‣ They are expecting their first child
‣ $75,000 combined household income
‣ They are an outdoorsy family, own boat
‣ Fitness buffs - high-school track team
‣ Poker night with the guys
‣ Very religious - Pentacostal
‣ Thinking of home schooling their child
‣ 2 bedroom house
Goals (objectives):
‣ To learn about parenting from the ground up
‣ Finding deals
‣ Guided shopping
‣ Prepackaged solutions
‣ Maintain his masculinity while shopping
‣ Share his items with his equally clueless guy friends
‣ Find items that fit lifestyle activities
Needs:
‣ Filter by activity, price and location
‣ Wants to know what is best - products, books, techniques from ratings, reviews, blogs
‣ Wants assurance (users, Verisign etc.)
‣ Reliable / validating partners (Salvation Army / Goodwill)
‣ To see an active audience
‣ Quick experience
‣ Functional shopping
‣ List requests / products
‣ Match while he is away and be notified
‣ Compare features and prices
Hate it / Love It
Sites that the StorkBrokers team likes and dislikes and why.
© GroopLab LLC, 2009 - 2010
Hate it
10
Baby Center http://www.babycenter.com/Typical mom/parenting site colors
My Kids Closet http://www.mykidscloset.com/ Blue, and lack of color
© GroopLab LLC, 2009 - 2010
Hate it
11
Kid Swap http://www.kidswap.ca/ Lack of brightness, very dull
© GroopLab LLC, 2009 - 2010
Love it
12
Ecorazzi http://www.ecorazzi.com/ Nice Colors. Bright and cheery, but not overwhelming. Earthy/Green theme.
Kaboodle http://www.kaboodle.com/ Ultra-clarity of the pics. Very clean looking, with splashes of color
© GroopLab LLC, 2009 - 2010
Love it
13
Shopstyle http://www.shopstyle.com/browse/baby-stroller-accessoriesLike the full screen look of this page (how site fills the full width of the screen)
ShoeGuru http://shoeguru.ca/products/womens Ultra-clarity of the pics. Very clean looking, with splashes of color
© GroopLab LLC, 2009 - 2010
Love it
14
Chegg http://www.chegg.com/ Like large multi-encircled search box
Relogik http://www.relogik.com/Like clean and large photo look of this page
What should it look like?
What should StorkBrokers look like?
© GroopLab LLC, 2009 - 2010
Define Your Brand Attributes
16
In each of the categories below write as many adjectives that describe your business.
General: We are:(our culture)
Our users are:
Our Personality
is: (brand voice)
We make you feel: (Emotional, Qualitative)
We tangibly help you:
(Time,Money,Quant)
EntrepreneurialFunPrettyFamilySimpleInformativeEfficientColorfulPositiveFastHelpfulEasyElegantPlayfulClearDirectInnovativeGenuineLiveGenuineAuthenticActive
ParentingNurturingFriendlyCaringEducationQuality of lifeGrowthInnovationEnvironmentalEntrepreneurialSupportiveTogethernessUnifyingCollaborativeDiverseHonestTrustingFrugalResponsibleHonest
ParentsBusyStressedTiredTime constrainedBudget constrainedConcernedSeekingProtectiveCaringInvolvedDedicatedPresentInvolvedTech SavvyEducatedStylistAspirationalDiverseInternationalGreenEnvironmentally conciousDown to earthFocusedEmpoweredConcernedSelf awareSimplicityLifestyle designSavvy
FunEasyPrettyWarmWelcomingAuthenticGenuinePlayfulIrreverentPopularPranksterJokingFun lovingThinkerSmartSharpDisciplinedFrugalCaringSeekingCreativeLovingAffectionateStylishShopperDeal seekerLove deals RadiantPositiveAmerican
GreatSuccessfulAccomplishedSatisfactionAchievementProgressPeace of mindGreenEfficientAltruisticWarmLovedSecureCared forHeardStylishPositiveConnectedCurrentResponsibleCuddlyGood parentResponsibleDoing the right thingGivingMaking a differenceImpactfulEmpoweredIncludedBigger thanPeace of mindCertainty
Saves moneySaves spaceSaves timeSaves planetMake moneyIncrease connectionsMake communityProvides knowledgeSimplifies lifeReduces clutter
StorkBrokers is an online marketplace of savvy parents, connected by saving money in a welcoming, helpful environment.
© GroopLab LLC, 2009 - 2010
“Reporter Interview”
17
Imagine this exercise in the context of a reporter asking you about your online product. How would you answer using the adjectives that we defined together. Read these and ask yourself, does this sound like us? Feel free to adjust, move adjectives around and write and re-write as needed.
1. What is Storkbrokers?
StorkBrokers is an online marketplace of savvy parents, connected by saving money in a welcoming, helpful environment.
2. Who is it for?
StorkBrokers is for educated and savvy parents, who are busy with family, work and life in general. They are very environmentally conscious. They are also budget minded and want to figure out a way to be green, save green and make green.
3. So tell me a little bit more about it?
StorkBrokers is a fun and welcoming community. It is not stiff or techie, more creative and irreverent. At the end we want it to be a genuine expression of our passion for environmentally conscious entrepreneurship and frugality. Its the “new normal”.
4. How are the parents that come to your site going to feel once they use it?
First and foremost connected to other liked like minded parents and to a cause bigger than themselves. They have the piece of mind and security that comes from both saving money and making a positive impact.
Thank you Sterling and Bridget for taking the time to talk to me today. I look forward to following your progress and having you back on CNBC.
© GroopLab LLC, 2009 - 2010
Visual References
18
fun
creative
welcoming
© GroopLab LLC, 2009 - 2010
Visual References
19
environmentally conscious
irreverent
entrepreneurship
© GroopLab LLC, 2009 - 2010
Visual References
20
WarmDisciplinedStylishSimple
© GroopLab LLC, 2009 - 2010
Visual References
21
WarmDisciplinedStylishSimple
Visual References / Headers / Hand Done
Visual References / Headers / Paper Cut
© GroopLab LLC, 2009 - 2010
Visual References / Headers
24
© GroopLab LLC, 2009 - 2010
Colors
25
WarmStylishSimpleFun loving
© GroopLab LLC, 2009 - 2010
Illustration / Carrie Wendel
26
WarmStylishSimpleFun loving
© GroopLab LLC, 2009 - 2010
Illustrations / Varied
27
WarmStylishSimpleFun loving
© GroopLab LLC, 2009 - 2010
Fonts
28
SECURE
Century Schoolbook
Primary Display Fonts
Secondary Text Fonts
ABCDEFGHIJKLMNOPQRSTUVWXYZZ123456789 &^%$#@!
Use hand-done roman and script fonts. Example: Notepad
Use novelty display fonts that alude to “home” and “kids”. Example Bit Line15
Use strong, bold serif and slab serif fonts. Example: Aachen Bold
Lucida Grande abcdefghijklmnopqrstuvwxyz123456789 &^%$#@!
Notepad
Braggadocio
Bit Line 15
s