E-COMMERCE MICROSITE
Marga Javier
UXDI Winter 2014
Problem
In the age where books seem to take a backseat to screens, how can we make screens work for books?
Rather, how can we make the screens work for a bookstore such as Strand?
Opportunity: Holiday season
The competition
What is Strand? What is it all about?
Strand is a NY community bookstore with curated products devotedly selected for its customers.
The Strand rejects a lot, because unsalable books are deadweight. Whatever arrives has to go out quickly. “Our stock isn’t stale,” Bass says.
How do we bring the Strand touch to the users behind their screens?
Strand KNOWS its books,
but it also knows its COMMUNITY.
Strand has selected NY locals that are experts in their selected fields as curators of its Holiday Gift Guide housed in an e-commerce microsite.
From making people card sort items into categories, I realized...
How different people really are. Everyone is multifaceted with varied interests.
But, we all have people we look up to and respect ----
they may be people who are really successful in business whose
vision we believe in,
or someone we feel is artistically-talented
or someone we feel is intellectually knowledgeable about a certain subject
Their opinions carry certain weight.
From making people card sort items into categories, I realized...
So more than just adding options to filter and find things in a website, guiding them towards a thoughtful and interesting gifting opportunity curated by people they admire was not only more closely aligned with the user goals but towards the goals of the brand as well.
Who ARE these “EDITORS?”
Who ARE these
“EDITORS?”
Who is our customer?
Prototype
User Flow
Task: John looks for a gift for his daughter
User Flow 2
Task: Edda finds a gift for her grandson via recommendations from an email Newsletter
User Flow 3
Task: Dexter gets himself the book The Art of Archie: The Covers
Site Map
Iteration 1
Adjusting Current Strand website to simply have a better navigational experience and flow
Iteration 2 - Post Testing
BEFORE
AFTER
“What’s the Empty Cart button there? Isn’t it just the same as Remove?”
Iteration 3
Removed:
Added:
Next Steps
Thank you!