Neighbourly

Neighbourly

Neighbourly

End-to-end project for an online bookshop with a quick checkout process to boost conversion rates and explorative book club feature.

End-to-end project for an online bookshop with a quick checkout process to boost conversion rates and explorative book club feature.

Type

Conceptual

Timeline

2 Weeks

Team

Solo

Tools

Figma, FigJam, Notion, Optimal Workshop Descript

Type

Conceptual

Timeline

2 Weeks

Team

Solo

Tools

Figma, FigJam, Notion, Optimal Workshop Descript

You can view the extended version of the case study on Notion.

You can view the extended version of the case study on Notion.

You can view the extended version of the case study on Notion.

Problem

A local bookstore has built a website, but is not pleased with the conversion rate. They have plenty of website visitors, yet few completed purchases. They aim to offer a service that can compete with online retailers while maintaining the community aspect of their local store.

Problem

A local bookstore has built a website, but is not pleased with the conversion rate. They have plenty of website visitors, yet few completed purchases. They aim to offer a service that can compete with online retailers while maintaining the community aspect of their local store.

Goal

As the designer I want to find out how I can create a more appealing experience and a seamless checkout process, so that the conversion rate increases.

Goal

As the designer I want to find out how I can create a more appealing experience and a seamless checkout process, so that the conversion rate increases.

Discover

Competetive & Comparative Research

Before I started the interviews, I did market research. I assumed that most people buy books online from Amazon, and would appreciate the fast checkout process and Prime delivery convenience as well as a wide selection of books. Zalando was interesting to me, as I know from experience that they have a very personalized recommendation system that encourages browsing.

Discover

Competetive & Comparative Research

Before I started the interviews, I did market research. I assumed that most people buy books online from Amazon, and would appreciate the fast checkout process and Prime delivery convenience as well as a wide selection of books. Zalando was interesting to me, as I know from experience that they have a very personalized recommendation system that encourages browsing.

Interviews

I interviewed four participants to find out where and how they buy books and the reasons behind their choices.

Interviews

I interviewed four participants to find out where and how they buy books and the reasons behind their choices.

Trends

Trends

I like to get recommendations from friends or research online, not so much from the book store staff. If I go into a bookstore I often look for pretty covers.”


“I really like the experience of browsing through a book shop and to support the community, but ordering online is much more convenient.”


I choose my books carefully and want to make sure that they are in a good condition, but if I don’t like them I’ll give them away.”

“Alice needs an explorative experience when shopping for books online, because she likes browsing in stores, but misses the convenience of a big online retailer.”

I like to get recommendations from friends or research online, not so much from the book store staff. If I go into a bookstore I often look for pretty covers.”


“I really like the experience of browsing through a book shop and to support the community, but ordering online is much more convenient.”


I choose my books carefully and want to make sure that they are in a good condition, but if I don’t like them I’ll give them away.”

Define

Persona

Define

Persona

Alice, 35

“I buy way more books than I can read”

She loves to browse around local book stores and likes to support the community by purchasing books from local bookstores. However, she misses the convenience of larger online retailers. She also finds it difficult to choose the right books in the store without being swayed by the cover and tends to buy more books than she can actually read.

Alice, 35

“I buy way more books than I can read”

She loves to browse around local book stores and likes to support the community by purchasing books from local bookstores. However, she misses the convenience of larger online retailers. She also finds it difficult to choose the right books in the store without being swayed by the cover and tends to buy more books than she can actually read.

Alice, 35

“I buy way more books than I can read”

She loves to browse around local book stores and likes to support the community by purchasing books from local bookstores. However, she misses the convenience of larger online retailers. She also finds it difficult to choose the right books in the store without being swayed by the cover and tends to buy more books than she can actually read.

Problem Statement

Problem Statement

“Alice needs an explorative experience when shopping for books online, because she likes browsing in stores, but misses the convenience of a big online retailer.”

I like to get recommendations from friends or research online, not so much from the book store staff. If I go into a bookstore I often look for pretty covers.”


“I really like the experience of browsing through a book shop and to support the community, but ordering online is much more convenient.”


I choose my books carefully and want to make sure that they are in a good condition, but if I don’t like them I’ll give them away.”

“Alice needs an explorative experience when shopping for books online, because she likes browsing in stores, but misses the convenience of a big online retailer.”

HMW

HMW

“How might we help Alice enjoy online browsing as much as in store?”

“How might we help Alice enjoy online browsing as much as in store?”

User Flow

I wanted to gain a better understanding of the process, identify what steps I need in my designs and look for any opportunities to improve. The user flow helped me to come up with a quick add-to-cart feature in the search bar to shorten the checkout process.

User Flow

I wanted to gain a better understanding of the process, identify what steps I need in my designs and look for any opportunities to improve. The user flow helped me to come up with a quick add-to-cart feature in the search bar to shorten the checkout process.

“How might we help Alice enjoy online browsing as much as in store?”

Information Architecture

Interviews and card sorting revealed that users prefer specific labels for book genres. I kept the genre list for this project quite broad and minimal, but if I had more stock, I would have encouraged more detailed genres and item tags for keyword search in the filters. To get a better idea of how to structure my sitemap and what items are needed in the supplemental navigation, I looked at competitors like Waterstones.

Information Architecture

Interviews and card sorting revealed that users prefer specific labels for book genres. I kept the genre list for this project quite broad and minimal, but if I had more stock, I would have encouraged more detailed genres and item tags for keyword search in the filters. To get a better idea of how to structure my sitemap and what items are needed in the supplemental navigation, I looked at competitors like Waterstones.

“Seeing this makes me want to buy!”

Develop

"Neighbourly" Concept

Users reported that they find the experience of visiting a bookstore and exploring enjoyable. Furthermore, they noted that online shopping is mainly transactional, but they also search for recommendations online on Goodreads. One user even commented that the books she buys online are usually a better choice than those she picks up in store. At first, I thought I should recreate the feeling of a "cozy local book shop," but what customers actually need is a personalized browsing experience that recommends books tailored to their interests. Making it simple to find new books, not just by their covers. The recommendations would be generated either by specific events, staff, previous shopping behavior or through a connected Goodreads account.

Develop

"Neighbourly" Concept

Users reported that they find the experience of visiting a bookstore and exploring enjoyable. Furthermore, they noted that online shopping is mainly transactional, but they also search for recommendations online on Goodreads. One user even commented that the books she buys online are usually a better choice than those she picks up in store. At first, I thought I should recreate the feeling of a "cozy local book shop," but what customers actually need is a personalized browsing experience that recommends books tailored to their interests. Making it simple to find new books, not just by their covers. The recommendations would be generated either by specific events, staff, previous shopping behavior or through a connected Goodreads account.

Sketches & Mid-Fidelity Prototype

I started sketching and was especially excited about the quite prominent search bar with a Quick Add-to-Cart feature, which I had mentioned previously.

Sketches & Mid-Fidelity Prototype

I started sketching and was especially excited about the quite prominent search bar with a Quick Add-to-Cart feature, which I had mentioned previously.

Testing

I conducted a remote moderated testing session with 4 participants and got a great response for the website: the overall navigation and checkout process was straightforward. The participants were given the task to shop for a specific item, and my assumption that they would go straight to the search bar was confirmed.

Testing

I conducted a remote moderated testing session with 4 participants and got a great response for the website: the overall navigation and checkout process was straightforward. The participants were given the task to shop for a specific item, and my assumption that they would go straight to the search bar was confirmed.

Seeing this makes me want to buy!

Main Pain Points

The participants were able to navigate the website and purchase items without any issues. However, I also uncovered some issues. Surprisingly, none of them used the Quick Add-to-Cart feature. Two participants were missing information and weren't sure if they were getting the right item. One participant even said she felt like her shopping experience was over, which is good for the business. Additionally, there were copy/label issues and slight confusion about the menu and where to find the book club or book preview.

Main Pain Points

The participants were able to navigate the website and purchase items without any issues. However, I also uncovered some issues. Surprisingly, none of them used the Quick Add-to-Cart feature. Two participants were missing information and weren't sure if they were getting the right item. One participant even said she felt like her shopping experience was over, which is good for the business. Additionally, there were copy/label issues and slight confusion about the menu and where to find the book club or book preview.

4/4 Liked The Idea Of A Book Club

Design Direction

The main color of the bookstore is white to make the book covers stand out. I wanted to create an open and inviting feeling, so I chose a red shade as the accent & brand color and a very round, yet bold font. The neutral shades are slightly tinted in the same hue to give a more unified look.

Design Direction

The main color of the bookstore is white to make the book covers stand out. I wanted to create an open and inviting feeling, so I chose a red shade as the accent & brand color and a very round, yet bold font. The neutral shades are slightly tinted in the same hue to give a more unified look.

Testing sessions revealed that all participants enjoyed the community aspect of the book club. This provides a great opportunity for the business to strengthen the relationship and make it more personal, which would most likely lead to higher conversion rates.

High-Fidelity Prototype

High-Fidelity Prototype

Opportunity

4/4 Liked The Idea Of A Book Club

Testing sessions revealed that all participants enjoyed the community aspect of the book club. This provides a great opportunity for the business to strengthen the relationship and make it more personal, which would most likely lead to higher conversion rates.

What's Next

1. Small Improvements On Chat 2. Refine UI 3. Test To Validate Iterations 4. Improve “Book Club” Experience 5. Look Into Second Hand Opportunity

What's Next

1. Small Improvements On Chat 2. Refine UI 3. Test To Validate Iterations 4. Improve “Book Club” Experience 5. Look Into Second Hand Opportunity

Opportunity

Reflection

I'm proud of my accomplishment within such a short timeframe and overcoming perfectionism to complete the project on time. However, I believe that execution holds equal importance to research and ideation in product development. To enhance my work further, I'm excited about dedicating more time to prototyping, pursuing the creation of pixel-perfect, innovative solutions in the future.

Reflection

I'm proud of my accomplishment within such a short timeframe and overcoming perfectionism to complete the project on time. However, I believe that execution holds equal importance to research and ideation in product development. To enhance my work further, I'm excited about dedicating more time to prototyping, pursuing the creation of pixel-perfect, innovative solutions in the future.

You can view the extended version of the case study on Notion.

You can view the extended version of the case study on Notion.

You can view the extended version of the case study on Notion.

© Kristina Loewen 2023