Nik is a creative director, copywriter, and content strategist working in Seattle.
Brewing a fresh website for large-scale coffee commerce
How can you grind down to a finer e-commerce experience?
The Starbucks B2B Corporate Gift Card team needed help with launching a new brand for their division, with a complete voice and tone overhaul, and a new mobile ordering experience for busy executive assistants and salespeople on the go. I was responsible for the content strategy, taxonomy, content mapping, and content design on an agency team which included designers, a creative director, a UX researcher, and developers. Our goal was a successful launch of the new site, an uplift in site speed, and an increase in engaged sessions of 50%.
My team started with personas used by Starbucks’ internal marketing team, and gathered a panel of small business owners and executive assistants for interviews on their use cases for gifts in their business in direct calls. We also ran moderated sessions on their experience with the website, identifying points of friction while trying to select products and complete purchases. I analyzed this data, and compared it with user journey analysis from Google Analytics to find areas where users dropped from the site and created recommendations for a new site structure. I used the interviewees’ sentiments to create my new B2B brand style guide, which was net new for Starbucks. I also published a taxonomy guide for their internal teams to make sure copy stayed consistent even after hand off, and wrote initial copy across the site, launch and welcome email campaigns.
Upon launch and over the next 6 months, the website saw:
Below you can see some of the pages of the site come to life, along with launch campaigns I created the strategy and copy for
Check out some of my other favorite work.
