ROLE
UX Strategy
Campaign Landing Page
Prototyping
TOOLS USED
Sketch
Invision
TYPE & TIMELINE
Content Strategy
Wireframing
2 Weeks
TEAM
I was the lead UX strategist alongside 2 proect managers and a creative team.
Live 08.17- 10.15 2023!
PURPOSE
FALL ‘23 CAMPAIGN TACTICS
Campaign Flight: 8/17-10/15
CAH Objective
Leverage the Pumpkin Spice 20th anniversary to ignite consumer love for Starbucks and Starbucks Pumpkin Spice – the content should get consumers excited drive awareness to the ownership SBUX has to Pumpkin Spice. In addition, we want to create the awareness of the fall seasonal lineup and connect consumer with their preferred path to purchase.
Ownable to Starbucks, using Starbucks green and Brand look and feel in lifestyle imagery.
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Highlighting the equity of Pumpkin Spice and driving the flavor and iconography while incorporating the Fall color palette to help consumers get in the Fall mood.
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Retention: You might like…” section should show a mix of Core and LTO suggestions to encourage trial of core.
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Website Priorities: Fall '23 will be the priority campaign running during this time and have the ability to claim key placements throughout the site.
UX Deliverables:
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Home Page Updates (hero banner & product/recipe carousel)
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Wireframes for 1 new PLPs (Fall campaign landing page)
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SEO: Drive 20th anniversary of PSL in SEO
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A question to discuss as we build this out to increase SEO: should we build a pumpkin specific section?
Scope Inclusions
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Home Page Updates, 1 new PLP (Fall Campaign Landing Pages), 2 New Recipe Pages (Being concepted with social/CAH shoot), 2 Repurposed Recipe Pages
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Expected Program Media Driving To CAH:
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Campaign Animated Banners (8/17), Paid Social (8/17)
The team to take on this project comprised of 1 UX Strategist, Creative Team, and 2 Project Managers. My main responsibility on this team was to spearhead the UX/UI behind the Starbucks Coffee At Home campaign landing page.
PROCESS
NCP Delivers CAH + eComm Brief Addendum
Who We Are Talking To?
SCOTT
Coffee Habits:
Scott loves coffee and drinks it every day. He is a bit of a coffee connoisseur and enjoys trying new flavors and roasts. He is excited about the launch of fall pumpkin spice products, and he is looking for a coffee that will offer him the perfect pumpkin spice experience. He wants to get into the fall vibe by drinking pumpkin coffee products.
Goal:
Scott wants to find a coffee that will make his coffee taste like fall. He is willing to pay more for a coffee that offers a unique and elevated pumpkin spice taste profile. He wants to find a coffee that will help him to get into the fall spirit.
Pain Points:
Scott is frustrated with the lack of variety in pumpkin spice coffee options. He wants to find a coffee that offers something different, but he is not sure where to start. He is also concerned about the quality of pumpkin spice coffee. He wants to find a coffee that is made with high-quality beans and that will taste great.
Needs:
Scott needs a coffee that offers an elevated pumpkin spice taste profile. He also needs a coffee that is made with high-quality beans. He wants a coffee that will help him to get into the fall vibe and enjoy the fall season.
How might we help Scott find a coffee that offers an elevated pumpkin spice taste profile?
Offer a wider variety of pumpkin spice coffee options. This could include roasted and ground coffee, coffee pods, and even pumpkin spice coffee creamers.
Partner with coffee roasters to offer unique and elevated pumpkin spice coffee flavors. This would allow Scott to try coffee from different roasters without having to leave his home. It would also give him the opportunity to try new and innovative pumpkin spice coffee flavors.
Offer educational resources about pumpkin spice coffee. This could include articles, videos, or infographics that teach Scott about the different types of pumpkin spice coffee and how to brew it. This would help Scott to learn more about pumpkin spice coffee and to make informed decisions about which coffee to buy.
CAH OVERVIEW
KPIs:
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Conversion Rate (Total) (is campaign driving Sales)
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Conversion Rate (New Users) vs. benchmark (is campaign driving HHP)
Reporting Output:
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Product Overview Page
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CTR for Fall LTOs vs. benchmark for AO products
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Product Detail Page
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Conversion Rate
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Total
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New Users
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Returning Users
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Campaign Traffic
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Campaign Page
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Visits
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Engagement
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Dwell Time
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# of pages viewed when user enters via campaign page
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Bounce Rate
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Type of content with most engagement: ie; featured products, articles, recipes, videos, etc.
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% of page scrolled/viewed
Global Navigation Insights
Fall Campaign Landing Page:
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LTO products
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Pumpkin Spice, Fall Blend & Salted Caramel Mocha (R&G / K-Cup)
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Content That Will Be Available To Feature:
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2 New Recipes (recipe names TBD): All Custom Recipes (see appendix for details)
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Apple Loves Caramel
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One Cup Pumpkin Spice
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Old Recipes from FY22:
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Pumpkin Spice Cold Foam
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Salted Caramel Martini
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Include Edible's sweepstakes as a module
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TINT Module
CREATIVE BACKGROUND
Keyline
P.S. I Love You
Shopper Alt Headline
Fall In Love All Over Again
Supporting Copy
A Toast to Pumpkin Spice’s 20th
Art Direction
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Utilizes "Macro Ripples Pattern 1" from GSA
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A more new-age, relevant design to target younger audience while staying relevant for the current demographic
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Creates steam-like motion with wave pattern
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Integrates pattern motion to catch the eye while leveraging a classic Starbucks look
THE CLASSIC
Drawing from our in-store work, this option uses the adapted GSA pattern to clearly link our logo to the broader visual campaign. We adjusted the original logo's heart, expanding it a bit to read more like a classic heart shape. This new shape also allows text to be more legibly overlaid.
CAMPAIGN LANDING PAGE
Detail
Media and the homepage banner will drive to the Fall campaign landing page.
COMPONENTS
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Hero banner
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Product carousel
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Edible Sweepstakes
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Featured recipe
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Featured recipe
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Customer Sentiment
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Secondary product carousel
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TINT Module
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User experience (UX) best practices can help you create campaign landing pages that are effective at promoting seasonal products and recipes. By following these practices, you can ensure that your landing pages are clear, concise, and easy to use. This will make it more likely that visitors will convert into customers.
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Some key UX best practices for campaign landing pages include:
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Using clear and concise language. Your landing pages should be easy to understand, even for visitors who are not familiar with your products or recipes.
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Providing a clear call to action. Tell visitors what you want them to do, whether it's to buy a product, sign up for a newsletter, or download a recipe.
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Using high-quality images and videos. Visuals can help to capture attention and make your landing pages more engaging.
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Optimizing for mobile devices. More and more people are using their mobile devices to browse the web, so it's important to make sure your landing pages are optimized for mobile.
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By following these UX best practices, you can create campaign landing pages that are effective at promoting seasonal products and recipes. This will help you to increase sales and reach a wider audience.
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Here are some additional tips for creating effective campaign landing pages:
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Use relevant keywords in your landing page title and meta descriptions. This will help your landing pages to rank higher in search engine results pages (SERPs).
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Use social sharing buttons to make it easy for visitors to share your landing pages with their friends and followers.
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Track the performance of your landing pages with analytics tools. This will help you to see which landing pages are performing well and which ones need improvement.
APPLE LOVES CARAMEL RECIPE
Salted Caramel Apple Latte
Initial Visual Direction
Let’s design a fully decadent fall treat based on all things caramel apple. We’ll create a latte with caramel and apple cues and top it with whipped cream, caramel, spices and maybe even caramel apple or simple apple slices.
Flavor Profile
Starbucks beautifully balanced Fall Blend coffee serves as the base layer for our fall delight. We’ll use the rich apple and spice flavors found in apple butter as the base to our syrup and swirl it with caramel. This texture will be reminiscent of our pumpkin based pumpkin spice syrup. We can use any milk to create the creaminess in the latte. And we’ll top it with whipped cream and any fall note spices of our choosing. Star anise is particularly pretty. We can also include apple slices or caramel apple slices and a drizzle of honey.
Key Ingredients
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Starbucks Fall Blend K-Cup
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Apple butter + caramel for our syrup + pinch of salt
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2% milk or a non-dairy alternative
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Fall spices: cinnamon, clove, ginger, star anise, nutmeg
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Whipped Cream
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Caramel Stirrer (Caramels could be shaped around a stir stick or hard candy caramel stirrers are available online. Sugar daddy and caramel apple pops are available in stores.)
Apples Loves Caramel
PRODUCT
Fall Blend
IDEA
Pumpkin pie takes a back seat in this direction as we pivot to another iconic fall flavor: caramel apple. This fall delight gets its much deserved time in the spotlight with a recipe that's guaranteed to be a delicious celebration of the season.
ART DIRECTION
In a high ¾ angled, our hero drink sits on a linen textured sheet. A vase of fall florals sits just off frame. Apples and other flavor cues are placed around the scene. Lighting will be bright and dramatic, casting long fall shaped shadows across the surface.
BOBBING FOR
APPLES BEVS
Primary Product Carousel inclusions, ordered:
PS KCUP, PS Dairy Creamer, PS R&G, PS Cold Brew, Fall Blend R&G, Salted Caramel Mocha K-Cup
Secondary Product Carousel possible inclusions:
Pike Place R&G, Pike Place K-Cup and Breakfast Blend R&G
(Salted Caramel Apple recipe will not be included to simplify the page. We have the Sweepstakes, customer sentiment and TINT modules this season)
Promotion Homepage
1) Highlight Fall in the homepage hero section
Includes a hero image, eyebrow headline, headline, sub-copy, and CTA.
CTA will drive to the campaign landing page.
2) Add Fall products and recipes to the carousel
Products, ordered
PS KCUP, PS Dairy Creamer, VL Caramel, VL Vanilla, Fall Blend R&G
Recipes ordered
Salted Caramel Apple Latte, Triple Pumpkin Spice Coffee, Spice, VL Caramel Recipe, VL Vanilla Recipe, Pumpkin Spice Cold Foam, Salted Caramel Martini
Recipe:
Pumpkin Recipe (Official title TBD)
Recipe:
Pumpkin Spice Cold Brew Cold Foam
CONCLUSION
The goal of this campaign landing page is to leverage the 20th anniversary of Pumpkin Spice Latte to ignite consumer love for Starbucks and Starbucks Pumpkin Spice. The content should get consumers excited and drive awareness to the ownership SBUX has to Pumpkin Spice. In addition, we want to create awareness of the fall seasonal lineup and connect consumers with their preferred path to purchase.
The landing page will be designed to be ownable to Starbucks, using Starbucks green and brand look and feel in lifestyle imagery. It will highlight the equity of Pumpkin Spice and drive the flavor and iconography while incorporating the fall color palette to help consumers get in the fall mood. The "You might like..." section should show a mix of core and LTO suggestions to encourage trial of core.
The landing page will be a priority campaign running during this time and will have the ability to claim key placements throughout the site. The UX deliverables include home page updates, wireframes for one new PLP, and SEO. We will also discuss whether to build a pumpkin specific section to increase SEO.
The scope inclusions are home page updates, one new PLP, two new recipe pages, and two repurposed recipe pages. The expected program media driving to the CAH are campaign animated banners and paid social.
We believe this campaign landing page will be a successful way to ignite consumer love for Starbucks and Starbucks Pumpkin Spice. It will drive awareness of the fall seasonal lineup and connect consumers with their preferred path to purchase. We are excited to see the results of this campaign!
Additional Thoughts
In addition to the above, here are some additional thoughts on the campaign landing page:
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The landing page should be easy to navigate and use.
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The content should be relevant to the target audience.
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The design should be visually appealing and engaging.
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The landing page should be optimized for mobile devices.
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The landing page should track the performance of the campaign.
By following these guidelines, we can create a campaign landing page that is effective at reaching the target audience and achieving the campaign goals.