Bookstore Website Redesign
Researching, evaluating, and creating an engaging e-commerce site for Virginia Highland Books in Atlanta, GA.
_edited_edited.png)
DESIGN CHALLENGE
To showcase the products while maintaining their brand image of “small shop” appeal and great customer service
RESEARCH GOALS
-
To discover online book shopping current trends.
-
To understand the process of how users currently make book-buying decisions.
-
To evaluate the usability & desirability of information architecture.
TOOLS
ROLES & RESPONSIBLITIES
Existing Feature Audit
Comparative & Competitive Analysis
Screener Surveys
User Interviews
Persona & Journey Map
Site Map
User Flow
Low-Fi to Mid-Fi Wire Frames
Mid-Fi Interaction Design
Usability Testing & Report
Presentation Deck
​
TIMELINE
2 week design sprint
The Design Process
Empathize
UX Audit
Site Map
Competitive Analysis
User Survey & Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Site Map
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
Research Methods
Existing Features UX Audit
Social Media Audit
Competitive Analysis
Screener Survey (11 responses)
User Interviews
(5 conducted)
UX Audit: Navigational Inefficiencies
-
Fake hyperlinks
-
Menu is in hover-state, demands user manually redirect to specific page
-
No sitemap footer
-
No way to browse books by genre, author, or other category
-
Must type specific book in search bar
-
Shopping Guides and Booklists link to different company websites
Defining Our User
Empathize
UX Audit
Competitive Analysis
User Surveys
User Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
PERSONA
PROBLEM STATEMENT
Gemma is on a budget and needs a way to browse Virginia Highland Book’s inventory and track recommendations because she would like to be more budget & time conscious.
HOW MIGHT WE ...
-
How might we enable more browsing, specifically by genre?
-
How might we accommodate for budgeting constraints?​
-
How might we include engaging recommendations?
Ideation Process
Empathize
UX Audit
Site Map
Competitive Analysis
User Survey & Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Site Map
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
SITE MAP
-
Focused on user needs
-
Balanced with necessary store features, found in comparative and competitive analysis
-
No longer relies on sub-headings
MVP FEATURES
-
Clear iconography
-
Staff recommendations
-
Ability to search by genre
Simplified Site Map
Mid-Fi Prototype
Empathize
UX Audit
Competitive Analysis
User Surveys
User Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
Conclusions & Next Steps
NAVIGATION
-
Test different footer solutions
-
Prototyping a search bar that sorts based on reviews, price, etc.
MOBILE SOLUTIONS
-
Prioritizing a responsive site​
-
Prototyping the mobile version
SOCIAL MEDIA
-
Discover engagement analytics
​
-
Further investigate the role of social media plays for small bookstores