Store Communication App

/ CLIENT

Urban Outfitters

/ PROJECT TYPE

Contentful Mobile App

/ DURATION

2 months

/ DELIVERABLES

Product Requirements

Product QA

Editorial Content Strategy

/ BACKGROUND

For years, our store operations teams produced a printable newsletter (The SLANT) to share weekly product updates and important business information. In order to better support employees working in stores, we developed a mobile application to provide timely and relevant communication. This app was added to the mobile point of sale devices so employees could easily scan daily updates.

/ APPROACH

We began with an audit of existing communications in order to better understand substance, frequency, priority, and audience across our current communication channels. We then developed a content calendar restructuring our content across multipul days into bite sized chunks.

Next we worked with our IT department to develop our app, I kid you not, called Threads. We leveraged Contentful to develop a very simply content model with an ‘Article’ and ‘Topic’ content type and trained content teams on the platform.

/ OUTCOMES

The largest barrier to adoption for content authors was a lack of spellcheck in the Contentful Markdown fields. The teams created a work around using third party tools to draft copy and convert it to markdown prior to populating it in Contentful. After that pain point was solved, the teams became fierce advocates of the new tool.

In the field, sales associates reported positive feelings about the new approach to store communication and even started contributing their own features.