The Starbucks blog re-thought with an eye towards original content.
Building off of the momentum of 1912 Pike, Starbucks asked Welikesmall to envision the next evolution of coffee culture. We slated a slew of new shows, christened “Originals,” and then crafted a new home to expand beyond coffee content designed to be the premiere Starbucks storytelling experience.
The Evolved Art of Storytelling.
Starbucks has always strived to create an environment for everyone to both appreciate, and experience coffee. However, coffee is just one aspect of the Starbucks experience, in actuality they are a people company, and our mission was to tell those stories in a fresh way.
WLS created the concept of Originals, unique stories featuring serialized content built for an audience that cares about their community. From Upstanders to Women in Coffee to 1912 Pike, we built a platform with a story first approach.
With the knowledge that the Starbucks Channel would at times be on the public SDN; the internet connection found in every Starbucks store, we designed an experience that allowed quick bite sized content browsing while in-store. Our desire was to create a platform that was both memorable and dynamic and allowed for a high level of readability, and a focus on return visitation while remaining a largely visual experience.
Share, Love, and a deep UX.
In this version of the relaunch there was a desire from our team to improve both shareability and user feedback for an additional layer of analytics. WLS determined that the best way to approach this from a device agnostic angle was to create a consistent UI element that was omnipresent for the user. This data was then utilized to surface and deliver the most relevant content on a per user basis; thus, creating a platform that had a bit of machine learning to actually deliver what you want, when you want it.