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

1. StorkBrokers
Groop Brief
Oct 8 2010
Prepared by Jose Caballer & Barrett Reiff-Morse for Sterling & Bridget Hawkins
For The Creative team and Information Architecture teams.

2. TOC
‣Introduction
‣Who are we designing for?
‣What should it look like?
‣Brand Attributes
‣SiteReferences
‣Colors
‣Illustrations
‣Fonts
2 © GroopLab LLC, 2009 - 2010

3. Introduction
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.
3 © GroopLab LLC, 2009 - 2010

4. Who are
we
designing
4?

5. Users / Messaging
Name
Susan Michelle & Tim Jesus
‣ A fast easy way to start a ‣ A convenient way to further ‣ Quickly find the parenting
Core business from home your green parenting lifestyle. information and products that fit
Message(s) ‣ Quality parenting products that your budget.
fit your style
‣ Concise ‣ Engaging ‣ Positive ‣ Caring ‣ Easy ‣ Uplifting
‣ Clear ‣ Caring ‣ Simple ‣ Inspiring ‣ Simple ‣ Helpful
‣ Short ‣ Simple ‣ Actionable ‣ Supportive ‣ Guiding ‣ Humble
Tone ‣ Inspiring ‣ Supportive ‣ Progressive ‣ Convenient ‣ Quick ‣ Trustworthy
‣ Motivating ‣ Attainable ‣ Altruistic ‣ Helpful ‣ Supportive ‣ Credible
‣ Empowering ‣ Familial ‣ Encouraging ‣ Confident ‣ Fun ‣ Balanced (M/F)
‣ Fun ‣ Personal ‣ Empathy ‣ Proven ‣ Encouraging ‣ Cool
‣ Touts / rotating “ad” units ‣ Account managers ‣ Simple pathway (2-3 homepage
‣ Simple signup / registration ‣ Social tie-ins entry points)
‣ Video tutorial to setup a store ‣ Visualize their impact ‣ Relevant suggestions
Features
‣ Case studies / testimonials ‣ Ways to contribute ‣ Ability to ask questions / get
‣ Sellers forum ‣ Facts and information touts feedback
‣ Relevant filters ‣ Worldly / current perspective ‣ Tips
‣ Find matches relevant to the issues they are ‣ Editors / Voices
interested in ‣ News / alerts / warnings
‣ Brand / designer filter ‣ Alert to look for new things ‣ Standard search defaults (can
‣ Price filter ‣ Alert to sell old things have advanced drop down for
‣ Location filter ‣ Location filter power users)
‣ Seller ratings ‣ Sharing tools for FB / Twitter ‣ Informational forum / lists
‣ Seller filter ‣ Savings graphs / widgets / ‣ Guides and FAQs
Functions
‣ Share / post tools for listings - status elements ‣ Ability to create profile for a
FB / Twitter etc. ‣ Badges child - base suggestions on a
‣ Post requests for goods ‣ MIni blog child rather than parent basis
‣ Find requests that match her ‣ Product / seller reviews ‣ Blogs / Profile / ways for Voices
goods ‣ RSS feed / tie in to contribute
‣ Take a picture on mobile and ‣ Did you know information ‣ Rating verification / certification
upload it to the store ‣ Feeds in from other sources - for sellers
‣ Guided / stepped process news listings ‣ Warnings for recall lists
5 © GroopLab LLC, 2009 - 2010

6. User 1 - Susan Johnson - (Hot) Soccer Mom
Story: Demographic:
‣ Super mom / ball of energy ‣ Lives in Alperetta, Georgia
‣ Really excited about Storkbrokers and ‣ 38 years old - Caucasian female
getting to clear space in her home
‣ Stay at home mom
‣ Found out about Storkbrokers from ‣ Married to Charlie Johnson, CPA
Facebook group Georgia Peach Moms
‣ $100,000 household income
‣ Saw another mom and her kids using it
via video ‣ 3 kids
‣ She is into making money to offset the ‣ PTA member
cost of buying new things for her 6 y/o
‣ Former brand manager at Coca-Cola
‣ Keen on sharing her findings with other ‣ Super social and active in the community
moms at playgroup meetings
‣ Likes play groups and scrap booking
‣ Looking to organize other moms around
her business
Goals (objectives): Needs:
‣ Finding deals ‣ Filter by designer / brand
‣ Cleaning house (getting rid of clutter) ‣ Compare by price
‣ Connect to other parents ‣ Be aware of deals
‣ Build a home income source ‣ Create wish / interest list
‣ Use existing tool sets ‣ Easy
‣ Wants to lead a “greener” household ‣ Fast
because her kid brought home Green My
Parents
‣ Accessible via mobile
‣ To feel assured of quality
‣ Wants a consistent style for her kids
‣ Authentic style
‣ Personally style conscious
‣ Needs human connections
‣ Provide quality for her family
‣ Tools to make a business out of it
‣ Needs simple education / tutorials
6 © GroopLab LLC, 2009 - 2010

7. User 2 - Michelle & Tim Brown - Green Urbanites
Story: Demographic:
‣ Highly involved in the Green movement ‣ Michelle is a PR manager
‣ Very social and involved in their physical ‣ Tim is a tech entrepreneur
and digital community
‣ $175,000 household income in a LEAD
‣ They love to find alternative ways to certified community
consume
‣ Drive Prius
‣ They like food, local commerce and
‣ Have twins - boy & girl - 2 years old
recycled products
‣ Super Tech Blogger, twitterfanatic
‣ Travel abroad, spending several months a
year as global nomads ‣ Michelle went to school at Northwestern
where she met Tim and then moved to
‣ Not having any more kids - they had 2, Chicago
replaced themselves and are done
‣ Very DIY - they have ETSI accounts
Goals (objectives): Needs:
‣ Want to travel light and live lean - they are ‣ Account manager - alerts for new
often getting rid of products and then clothes / items
buying new stuff
‣ Visualize their contributions to the
‣ LIve a green a conscious life environment / improvement of the world
‣ Want to purchase locally ‣ Need super efficient market
‣ Be constantly current ‣ Show cost savings - $32k to buy all new
stuff for 8 years in this product category
‣ Want to have a rhythm for their purchases versus $8k - $12k based on reselling.
and sales
‣ Evangelize (she) and contribute (he) to the ‣ Geographic based deals
lifestyle ‣ Social sharing
‣ Raise awareness and encourage others to ‣ Certification and badges
live better for “the cause”
‣ Ratings and reviews
© GroopLab LLC, 2009 - 2010

8. User 3 - Jesus Lopez - Noobie Dad
Story: Demographic:
‣ They are having a baby girl ‣ 24 year old - Hispanic male
‣ He is really nervous about the delivery, ‣ Works as a gulf shipping supervisor
buying every book possible, attending
‣ Married to Maria, teacher
classes with his wife
‣ They are expecting their first child
‣ He is very protective of his wife and soon
to be child ‣ $75,000 combined household income
‣ Loves gear and tech - Xbox, new phone, ‣ They are an outdoorsy family, own boat
bike gear
‣ Fitness buffs - high-school track team
‣ Like comparison shopping and specs ‣ Poker night with the guys
‣ Concerned about budgeting and ‣ Very religious - Pentacostal
maintaining lifestyle - wants to provide the
best for his child, but doesn’t want to ‣ Thinking of home schooling their child
sacrifice completely to do this ‣ 2 bedroom house
Goals (objectives): Needs:
‣ To learn about parenting from the ground ‣ Filter by activity, price and location
up
‣ Wants to know what is best - products,
‣ Finding deals books, techniques from ratings, reviews,
blogs
‣ Guided shopping
‣ Prepackaged solutions ‣ Wants assurance (users, Verisign etc.)
‣ Maintain his masculinity while shopping ‣ Reliable / validating partners (Salvation
Army / Goodwill)
‣ Share his items with his equally clueless
guy friends ‣ To see an active audience
‣ Find items that fit lifestyle activities ‣ Quick experience
‣ Functional shopping
‣ List requests / products
‣ Match while he is away and be notified
‣ Compare features and prices
8 © GroopLab LLC, 2009 - 2010

9. Hate it /
Love It
Sites that the StorkBrokers team likes and dislikes and why.

10. Hate it
Baby Center http://www.babycenter.com/
Typical mom/parenting site colors
My Kids Closet http://www.mykidscloset.com/
Blue, and lack of color
10 © GroopLab LLC, 2009 - 2010

11. Hate it
Kid Swap http://www.kidswap.ca/
Lack of brightness, very dull
11 © GroopLab LLC, 2009 - 2010

12. Love it
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
12 © GroopLab LLC, 2009 - 2010

13. Love it
Shopstyle http://www.shopstyle.com/browse/baby-stroller-accessories
Like 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
13 © GroopLab LLC, 2009 - 2010

14. Love it
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
14 © GroopLab LLC, 2009 - 2010

15. What
should it
look like?
What should StorkBrokers look like?

16. Define Your Brand Attributes
In each of the categories below write as many adjectives
that describe your business.
General: We are: Our users Our We make We tangibly
(our culture) are: Personality you feel: help you:
is: (Emotional, (Time,Money,Q
(brand voice) Qualitative) uant)
Entrepreneurial Parenting Parents Fun Great Saves money
Fun Nurturing Busy Easy Successful Saves space
Pretty Friendly Stressed Pretty Accomplished Saves time
Family Caring Tired Warm Satisfaction Saves planet
Simple Education Time Welcoming Achievement Make money
Informative Quality of life constrained Authentic Progress Increase
Efficient Growth Budget Genuine Peace of mind connections
Colorful Innovation constrained Playful Green Make
Positive Environmental Concerned Irreverent Efficient community
Fast Entrepreneurial Seeking Popular Altruistic Provides
Helpful Supportive Protective Prankster Warm knowledge
Easy Togetherness Caring Joking Loved Simplifies life
Elegant Unifying Involved Fun loving Secure Reduces clutter
Playful Collaborative Dedicated Thinker Cared for
Clear Diverse Present Smart Heard
Direct Honest Involved Sharp Stylish
Innovative Trusting Tech Savvy Disciplined Positive
Genuine Frugal Educated Frugal Connected
Live Responsible Stylist Caring Current
Genuine Honest Aspirational Seeking Responsible
Authentic Diverse Creative Cuddly
Active International Loving Good parent
Green Affectionate Responsible
Environmentally Stylish Doing the right
concious Shopper thing
Down to earth Deal seeker Giving
Focused Love deals Making a
Empowered Radiant difference
Concerned Positive Impactful
Self aware American Empowered
Simplicity Included
Lifestyle design Bigger than
Savvy Peace of mind
Certainty
StorkBrokers is an online marketplace of savvy parents, connected
by saving money in a welcoming, helpful environment.
16 © GroopLab LLC, 2009 - 2010

17. “Reporter Interview”
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.
17 © GroopLab LLC, 2009 - 2010

18. Visual References
fun
creative
welcoming
18 © GroopLab LLC, 2009 - 2010

19. Visual References
environmentally conscious
irreverent
entrepreneurship
19 © GroopLab LLC, 2009 - 2010

20. Visual References
Warm
Disciplined
Stylish
Simple
20 © GroopLab LLC, 2009 - 2010

21. Visual References
Warm
Disciplined
Stylish
Simple
21 © GroopLab LLC, 2009 - 2010

22. Visual References / Headers / Hand Done

23. Visual References / Headers / Paper Cut

24. Visual References / Headers
24 © GroopLab LLC, 2009 - 2010

25. Colors
Warm
Stylish
Simple
Fun loving
25 © GroopLab LLC, 2009 - 2010

26. Illustration / Carrie Wendel
Warm
Stylish
Simple
Fun loving
26 © GroopLab LLC, 2009 - 2010

27. Illustrations / Varied
Warm
Stylish
Simple
Fun loving
27 © GroopLab LLC, 2009 - 2010

28. Fonts
Primary Display Fonts
Notepad Use hand-done roman and script fonts. Example: Notepad
Braggadocio
Bit Line 15 Use novelty display fonts that
alude to “home” and “kids”. Example Bit Line15
SECURE Use strong, bold serif and slab serif fonts. Example: Aachen Bold
Century Schoolbook s
Secondary Text Fonts
Lucida Grande
abcdefghijklmnopqrstuvwxyz
123456789 &^%$#@!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Z123456789 &^%$#@!
28 © GroopLab LLC, 2009 - 2010