Celina Guimaraes, MBA

Brand: Starbucks

We partnered with Starbucks to help them re-imagine how they communicate with their Partners/employees as part of a multiyear digital transformation. The goal was to enable streamlined content creation, organization and distribution that addresses Partners’ needs in the context they are in.

I managed the two-year partnership with Starbucks clients and spearheaded the One North team that provided support in the areas of Content Strategy and UX Strategy/Design:

• We audited a body of content that spanned 300,000+ words.

• We talked to Partners about their content experience and needs, developing Journey Maps for key roles.

• We made recommendations about how to create an optimal digital-first retail partner experience.

• We developed Content Models to serve as a tool in streamlining the publishing process and increasing efficiency in CMS operations.

• We drafted a future state Content Ecosystem, making recommendations about how content should be grouped in which endpoints.

• We designed a new iPad Hub experience to improve the navigation and findability of content, while utilizing the new SharePoint Online format.

The effort involved multiple teams across Starbucks including Partner Technology/Digital Products and Engineering, Content Ops, Retail Communications and Enterprise Communications. Our activities were focused on significantly increasing Partner efficiency and lessening the costs of encumbered labor to the company.

Below are a few strategy artifacts/documents as well as designs showcasing the comprehensive work we collaborated with Starbucks teams on.