strand bookstore web design
TRANSCRIPT
1Jisu Jesse Kim
April 2, 2015
Strand Bookstore:
Webside Design for eCommerce
2
Let’s Not Bea Swiss Army Knifeand focus on Big 3s
3From Business - What is important?
Strand is turning into a tourist spot, rather than a regular bookstore. Less and less people
are going to bookstores. Can reach wider audience who are now more accustomed to
buying items online.
Adhere to the usual user pattern on finding a book. Better categorizations. Reach wider audience in different levels.
Need to validate why people should shop at Strand, and not at any other competitor’s
website. There is barely any emphasis on what is special about Strand in comparison to
others.
Why sell online?
How can we offer 18 miles of Books?
Why Strand?
4From Personas - What is important?
Insufficient product descriptions, information on author and product in multiple angles, and validation on unfamiliar names and products through various types of reviews
Payment information saved for faster checkout, record of past purchases, suggestions
based on user behaviors, and loyalty programs
Easy contact (phone, email, 1:1 chat, or in person), Events, Strand Curated Contents on
Strand Blog. Emphasis on books in special conditions - used, signed, out of print and rare.
I don’t know what/where it is.
Don’t let me think. Don’t make me do work.
Why Strand?
5
How do we find a book on a website?
6Strand Items Study
Conducted Open Card Sorting
where users grouped items as they see them fit together.
7Open Card Sort - Inconsistent Criterias
Genre31%
Topics40%
Era18%
Age10%
8Competitors Analysis
Long, Full List
vs.
Top ## categories and offer “view more”
.. and realization happened.
9By Category is Not the Only Way
&Category Curated Selections
10
HOME
Gifts
Book to Movie
New Releases
Bestsellers
NYTimes Bestsellers
Bargain-Priced
New / Popular Books
Classic Literature
Art & Design
Children’s Books
Biography/Autobiography
Books
Editor’s Picks
Award Winners
Cooking/Food
Self-Help/How-to
Sci-Fi/Fantasy
More Categories >
Reference
Historical
Society/Culture
TV/Movie/Music
Poetry
Horror
Mystery
Religions/Inspirations
Politics/Economy
Knickknacks
Bag
Apparel
Stationary
CD/DVD
Rare Books
Browse Rare Books
New Rare Books
Signed Books
My AccountAbout Strand Hours and Locations Sell Your Books
EventsBoos by FootCustomer Service
….
SitemapInitial Iteration
Picked the items that
appeared the most on
the open card sorting
with classic literature on
the top, more categories
option on the very
bottom
Listed a curated
selections under
New/Popular
11SitemapSecond Iterationafter user testing HOME
GiftsTop Picks Books
Art/Design
Biography/Autobiography
Classics/Literature
Children/Young Adults
Contemporary Fictions
Sci-Fi/Fantasy
Cooking/Food
More Categories >
What’s New
Politics/Economy, Historical, Society/Culture, TV/Movie/Music, Horror,
Poetry, Religions/Inspirations, Mystery
………
Self-Help/How-to
Knickknacks
Bag
Apparel
Stationary
CD/DVD
Rare Books
Browse Rare Books
New Rare Books
Signed Books
Sell Your BooksAbout Strand Events Books by Foot
Shipping INformationHelp/FAQsContact Us
Book to Movie
Strand Bestsellers
NYTimes Bestsellers
Bargain-Priced
Editor’s Picks
Award Winners
Bargain-Priced
Return/Exchange
Footer
Changed some
of the terms to
clarify for the
users
Moved New Item category
from curated list menu
to book menu for better
navigation
Changed from
New/Popular
to assist better
navigation
Renamed items and reorganized them
12Competitor Analysis - User Flow
Google Playstore Amazon Barnes & Noble7 States
6 Decision Points
9 Stages
16 Decision Points
10 Stages
17 Decision Points
!
13
Enter Password
Enter keywordHome Search Result
PageSelect
Desired Item Product Page Adds to CartVisit
Shopping Cart
Shopping Cart Page
Proceed to Checkout
Registration Prompt
Enter Login Email
CheckoutPage
Payment Information
Shipping Address
Enter Name Enter Phone Number
Retype Email
Retype Password
Billing Address
Contact Information
Shipping Speed Thank You
Enter Password
Enter keywordHome Search Result
PageSelect
Desired Item Product Page Adds to Cart Proceed to Checkout
Checkout/Shopping Cart
Page
Enter Login Email
CheckoutPage
Payment Information
Shipping Address
Enter Name
Billing Address
Contact Information
Shipping Speed Thank You
Item Added Page
CheckoutPage
Create a new
account?
Sign In?
Sign In Register
Amazon9 Stages
16 Decision Points
Strand8 Stages
14 Decision Points
or
6 Stages
10 Decision Points
for Guest Checkout
Better User Flow
14Competitor Analysis- Footprints
Amazon
Playstore
Barnes
& Noble
BrandingSearchUser InfoNavigationCore ContentSupporting ContentAdsCALL TO ACTION
HomeCategory
Page
Product
Page
Shopping
Cart
Check
out
A Lot of CTA
Core Contents right over the
the fold
N/AN/A
15
Many many sketches later
16Clickable Prototype - Persona Walkthrough
Dexter
Wants cool stuff.
Want a quick checkout
http://invis.io/EU2MB3EG2
17Clickable Prototype - User Testing and Findings 1
1 2Secure Checkout
1. Shipping
Full name
United StatesCountry
Address
City
--State
ZIP code
Next - Payment Options
Yes, gift wrap my items.
Is this a gift?
2. Payment Options
For even faster Checkout& exclusive VIP invitations
Sign InShipping Address
Shipping Speed
Standard (5-10 days) - Free
Three Days - $15.00
Next Day - $25.00
Pick up at Store (Ready in 24 hours) - Free
Order Summary
Items (1): Shipping & Handling:Promo Applied:Total Before Tax:Tax:
$50.00FREE
-$4.00$46.00$3.00
Order Total: $49.00
Shopping Cart
RemoveQty: 1
New - Signed
Is Everyone hanging out without me? (And Other Concerns)
Strand Bookstore Privacy Policy Return Policy Sales Terms Returns and Exchange
1 2Secure Checkout
1. Shipping
Full name
United StatesCountry
Address
City
--State
ZIP code
Next - Payment Options
Yes, gift wrap my items.
Is this a gift?
2. Payment Options
For Faster Checkout:
Sign In Join
Shipping Address
Shipping Speed
Standard (5-10 days) - Free
Three Days - $15.00
Next Day - $25.00
Pick up at Store (1 day to process) - Free
For Faster Checkout:
Sign In Join
Order Summary
Items (1): Shipping & Handling:Promo Applied:Total Before Tax:Tax:
$50.00FREE
-$4.00$46.00
$3.00
Order Total: $49.00
Shopping Cart
RemoveQty: 1
New - Signed
Is Everyone hanging out without me? (And Other Concerns)
Strand Bookstore Privacy Policy Return Policy Sales Terms Returns and Exchange
18
Search new, used, rare books and gifts
Top Picks Books Strand Blog
Hello, sign in your account Wish List (0) Checkout (1)
Gifts
Contact Us: 212-473-1452
Thank You!Your order number is #12359DB.
You will receive an order confirmation email from us soon. Please check your email ([email protected]) inbox.
Don’t miss exclusive VIP events and Rare Book acquisitions!
You can still enroll to our Strand Membership Program to receive invitations to exclusive VIP Book events and be
first one to know when new Rare Books come in.
All you need is to set a password.
Add to Shopping CartYes! I am in!
Continue to Shopping
Password to username ([email protected])
One NumberOne Letter8 Character or more
Wait, I want different username.
Events
Books by Foot
Sell Your Books
At Strand
About Us
Help/FAQs
Shipping Information
Return/Exchange
Customer Service
Contact Us
Amazing Strand Community We accept all major cards
Strand takes security seriously212-473-1452
828 Broadway (&12th St.)New York, NY 10003
Tell your friend your purchase today:
Clickable Prototype - User Testing and Findings 2
19Next Steps
More User Testings
Responsive design (tablet,mobile)Features
Product “Look Inside”
Live Chat
Sticky Navigation explorations
20
Supplement Documents
