Ada's Bookstore

Redesigned Ada's Bookstore's desktop and mobile e-commerce platforms to capture the in-store ambiance while extending their online services to readers.

Role

User Research

Lead Designer

Service

UI/UX

Content Strategy

Category

E-commerce

Context

Ada’s Bookstore, a beloved local shop in Seattle, was founded in 2010 by Danielle Hulton to foster a community around science-minded literature. Despite the cozy and organized in-store experience, their website was cluttered and confusing, requiring a pre-order form just to browse. Our mission was to redesign the website to mirror the charm of the physical store.

Goals

Revamp Ada’s website to showcase products, expand the online shopping experience, and encourage in-store visits for events and co-working.

Discovery & Research

User Research

Through user surveys, task analysis and interviews, we identified key pain points:

  • Users valued the tactile, personalized experience of local bookstores.
  • There was a need for clear navigation and better event information.
  • Trust and connection with the community were crucial.

Findings

  • 3 out of 7 users appreciated the convenience of online shopping.
  • 4 out of 7 users preferred the unique local bookstore experience, including events and cafes.
  • Users were frustrated with the current site’s navigation and lack of clear information.
  • The current site is uninspiring and not aligned with visual standards, highlighting the need for a comprehensive redesign.

Competitor Analysis

I also analyzed popular e-commerce and related book websites like Amazon, Elliott Bay Bookstore, and Goodreads to understand effective user flows and categorization.

Information Architecture

The redesigned website had to integrate the bookstore, café, co-working space, and event area seamlessly, offering easy access to each.

Conceptualize

User Personas

Anna

A tech enthusiast who frequents events and wants to easily find books and track store events online.

Ray

A remote worker who prefers bookstores with cafes and seeks an inspiring atmosphere for work and occasional team events.

Product Features

Ada’s new website must create more streamlined experience for the searcher while bringing in the local charm and community aspects for the shopper.

Streamlined Book Finding:

  • Intuitive navigation and engaging layout.
  • Curated collections and personalized recommendations.

Enhanced Connection:

  • Add photos of the physical store and an integrated playlist.
  • Easy event and co-working space booking.

Easy Payment and Checkout:

  • Multiple payment methods, in-store pickup, and pre-order options.
  • Enhanced membership programs.

Design

Design Solutions

  • Developed a style guide and low-fidelity mockups reflecting the store’s cozy academic atmosphere.
  • Maintained the black and white color scheme with 'Cobalt Blue' for creativity.
  • Selected 'Space Mono' for headings and 'Roboto' for body text, using rounded icons and a Creative Arts-focused illustration library.

Final Design

Iterated designs based on feedback, leading to prototypes aligned with Ada’s brand identity.

Next Steps

OTHER WORK