groop creative brief-sb-100810-jc-v3

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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

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Storkbrokers Brief when creating the site. http://www.storkbrokers.com

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Page 1: Groop Creative Brief-sb-100810-jc-v3

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

Page 2: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

TOC

‣Introduction

‣Who are we designing for?

‣What should it look like?

‣Brand Attributes

‣Site References

‣Colors

‣Illustrations

‣Fonts

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Page 3: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Introduction

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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.

Page 4: Groop Creative Brief-sb-100810-jc-v3

Who are we designing 4 ?

Page 5: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Users / Messaging

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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

Page 6: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

User 1 - Susan Johnson - (Hot) Soccer Mom

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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

Page 7: Groop Creative Brief-sb-100810-jc-v3

© 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

Page 8: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

User 3 - Jesus Lopez - Noobie Dad

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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

Page 9: Groop Creative Brief-sb-100810-jc-v3

Hate it / Love It

Sites that the StorkBrokers team likes and dislikes and why.

Page 10: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Hate it

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Baby Center  http://www.babycenter.com/Typical mom/parenting site colors

My Kids Closet http://www.mykidscloset.com/  Blue, and lack of color

Page 11: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Hate it

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Kid Swap  http://www.kidswap.ca/     Lack of brightness, very dull

Page 12: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Love it

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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

Page 13: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Love it

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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

Page 14: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Love it

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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

Page 15: Groop Creative Brief-sb-100810-jc-v3

What should it look like?

What should StorkBrokers look like?

Page 16: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Define Your Brand Attributes

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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.

Page 17: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

“Reporter Interview”

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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.

Page 18: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Visual References

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fun

creative

welcoming

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© GroopLab LLC, 2009 - 2010

Visual References

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environmentally conscious

irreverent

entrepreneurship

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© GroopLab LLC, 2009 - 2010

Visual References

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WarmDisciplinedStylishSimple

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© GroopLab LLC, 2009 - 2010

Visual References

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WarmDisciplinedStylishSimple

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Visual References / Headers / Hand Done

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Visual References / Headers / Paper Cut

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© GroopLab LLC, 2009 - 2010

Visual References / Headers

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Page 25: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Colors

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WarmStylishSimpleFun loving

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© GroopLab LLC, 2009 - 2010

Illustration / Carrie Wendel

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WarmStylishSimpleFun loving

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© GroopLab LLC, 2009 - 2010

Illustrations / Varied

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WarmStylishSimpleFun loving

Page 28: Groop Creative Brief-sb-100810-jc-v3

© GroopLab LLC, 2009 - 2010

Fonts

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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