Happy Valley
Happy Valley
Happy Valley
Bookstore
Bookstore
Bookstore
digitalising the brick & mortar experience
digitalising the brick & mortar experience
digitalising the brick & mortar experience
My Role
My Role
My Role
UX Designer
UX Designer
Client
Client
Client
Conceptual
Conceptual
Duration
Duration
Duration
2 Weeks
2 Weeks
Team
Team
Team
Solo
Solo
Problem Brief
Problem Brief
Problem Brief
Due to the global pandemic, local businesses are seeing a rise in online shopping demands, prompting them to transition to the digital space to keep their business running. The challenge lies in translating the immersive in-person shopping experience to an engaging online platform that meets the discerning standards of the meticulous consumer.
Due to the global pandemic, local businesses are seeing a rise in online shopping demands, prompting them to transition to the digital space to keep their business running. The challenge lies in translating the immersive in-person shopping experience to an engaging online platform that meets the discerning standards of the meticulous consumer.
Due to the global pandemic, local businesses are seeing a rise in online shopping demands, prompting them to transition to the digital space to keep their business running. The challenge lies in translating the immersive in-person shopping experience to an engaging online platform that meets the discerning standards of the meticulous consumer.
The Solution
The Solution
The Solution
Revamped their e-commerce site, catering to the careful critic's needs by optimising their information architecture and streamlining navigation while preserving the in-store aesthetic in an immersive online interface.
Revamped their e-commerce site, catering to the careful critic's needs by optimising their information architecture and streamlining navigation while preserving the in-store aesthetic in an immersive online interface.
Revamped their e-commerce site, catering to the careful critic's needs by optimising their information architecture and streamlining navigation while preserving the in-store aesthetic in an immersive online interface.
Design Process
Design Process
As the sole UX designer for the project I was responsible for both strategies and visual designs
As the sole UX designer for the project I was responsible for both strategies and visual designs
Design Process
As the sole UX designer for the project I was responsible for both strategies and visual designs
Research Phrase
Research Phrase
Research Phrase
The Initial Research
The Initial Research
The Initial Research
What do I know about the bookstore?
What do I know about the bookstore?
What do I know about the bookstore?
Chris Crouch established the shop in 2013 at 294 Smith Street, Collingwood, Victoria. The store offers diverse Melbourne-specific gifts, including curated books and vinyl collections.
Chris Crouch established the shop in 2013 at 294 Smith Street, Collingwood, Victoria. The store offers diverse Melbourne-specific gifts, including curated books and vinyl collections.
Chris Crouch established the shop in 2013 at 294 Smith Street, Collingwood, Victoria. The store offers diverse Melbourne-specific gifts, including curated books and vinyl collections.
The goal?
The goal?
The goal?
To create the perfect destination for exploring and discovering new and exciting items, catering to those seeking affordable gifts and last-minute shoppers. It aims to assist users in finding suitable gifts from its diverse collections.
To create the perfect destination for exploring and discovering new and exciting items, catering to those seeking affordable gifts and last-minute shoppers. It aims to assist users in finding suitable gifts from its diverse collections.
To create the perfect destination for exploring and discovering new and exciting items, catering to those seeking affordable gifts and last-minute shoppers. It aims to assist users in finding suitable gifts from its diverse collections.
"Best shops around the world for last minute gifts"
-- New York's Condé Nast Traveller
"Best shops around the world for last minute gifts"
-- New York's Condé Nast Traveller
"Best shops around the world for last minute gifts"
-- New York's Condé Nast Traveller
Introducing the Careful Critic
Introducing the Careful Critic
Introducing the Careful Critic
Given the business's nature and objectives, I concluded the "Careful Critic" archetype typifies the bookstore's likely customer interaction, characterised by:
Given the business's nature and objectives, I concluded the "Careful Critic" archetype typifies the bookstore's likely customer interaction, characterised by:
What I discovered
What I discovered
What I discovered
The current experience was far from a straight path!
The current experience was far from a straight path!
The current experience was far from a straight path!
When exploring the website through the lens of a Careful Critic, I encountered a few obstacles that could have helped the optimal user experience. In my evaluation, I applied Jakob's heuristics and user flow to assess the current website's user experience. These findings make resolving these issues crucial to boosting user satisfaction and driving favourable business outcomes.
When exploring the website through the lens of a Careful Critic, I encountered a few obstacles that could have helped the optimal user experience. In my evaluation, I applied Jakob's heuristics and user flow to assess the current website's user experience. These findings make resolving these issues crucial to boosting user satisfaction and driving favourable business outcomes.
When exploring the website through the lens of a Careful Critic, I encountered a few obstacles that could have helped the optimal user experience. In my evaluation, I applied Jakob's heuristics and user flow to assess the current website's user experience. These findings make resolving these issues crucial to boosting user satisfaction and driving favourable business outcomes.
Hence I understood the overarching issues are:
Hence I understood the overarching issues are:
Hence I understood the overarching issues are:
Ideate & Design Phrase
Ideate & Design Phrase
Ideate & Design Phrase
Competitive Analysis
Competitive Analysis
Competitive Analysis
How has other bookstores done it?
How has other bookstores done it?
How has other bookstores done it?
I analysed prominent bookstores like Dymocks, Kinokuniya, and Booktopia for inspiration. They featured efficient filtering, personalised recommendations and reviews, improving the book-searching process. These stores provided tabs for shipping estimates, click-and-collect, and live chat for real-time communication.
I analysed prominent bookstores like Dymocks, Kinokuniya, and Booktopia for inspiration. They featured efficient filtering, personalised recommendations and reviews, improving the book-searching process. These stores provided tabs for shipping estimates, click-and-collect, and live chat for real-time communication.
I analysed prominent bookstores like Dymocks, Kinokuniya, and Booktopia for inspiration. They featured efficient filtering, personalised recommendations and reviews, improving the book-searching process. These stores provided tabs for shipping estimates, click-and-collect, and live chat for real-time communication.
So combining these insights…
So combining these insights…
So combining these insights…
My design solution involved re-organising the site map and introducing a tailored filtering system for each category. The revamped homepage now emphasises promotions, while I streamlined the shipment process for a more direct and user-friendly experience.
My design solution involved re-organising the site map and introducing a tailored filtering system for each category. The revamped homepage now emphasises promotions, while I streamlined the shipment process for a more direct and user-friendly experience.
My design solution involved re-organising the site map and introducing a tailored filtering system for each category. The revamped homepage now emphasises promotions, while I streamlined the shipment process for a more direct and user-friendly experience.
Putting initial sketches on paper
Putting initial sketches on paper
Putting initial sketches on paper
I then created initial sketches for the main feature changes, which included enhancing the landing page for promotional purposes and introducing advanced filtering options to the catalogue page. The rest of the design remains consistent, focusing on user-centred improvements.
I then created initial sketches for the main feature changes, which included enhancing the landing page for promotional purposes and introducing advanced filtering options to the catalogue page. The rest of the design remains consistent, focusing on user-centred improvements.
I then created initial sketches for the main feature changes, which included enhancing the landing page for promotional purposes and introducing advanced filtering options to the catalogue page. The rest of the design remains consistent, focusing on user-centred improvements.
Testing Phrase
Testing Phrase
Testing Phrase
Wire-framing & Prototyping
Wire-framing & Prototyping
Wire-framing & Prototyping
Not Everything Is Perfect the First Go...and That's Good!
Not Everything Is Perfect the First Go...and That's Good!
Not Everything Is Perfect the First Go...and That's Good!
I crafted initial wireframes and conducted usability tests with 5 users to gather their insights on the re-design of each prompt. Their feedback helped identify these features' potential additions, removals, or changes. Valuable feedback was collected, significantly improving the website's navigation and shipment process.
I crafted initial wireframes and conducted usability tests with 5 users to gather their insights on the re-design of each prompt. Their feedback helped identify these features' potential additions, removals, or changes. Valuable feedback was collected, significantly improving the website's navigation and shipment process.
I crafted initial wireframes and conducted usability tests with 5 users to gather their insights on the re-design of each prompt. Their feedback helped identify these features' potential additions, removals, or changes. Valuable feedback was collected, significantly improving the website's navigation and shipment process.
Refining Final Flow
Refining Final Flow
Refining Final Flow
After the initial round of usability testing, I held design critique sessions that yielded positive feedback, particularly regarding minor naming adjustments. These changes were then seamlessly incorporated into the final design flow, enhancing the overall user experience on the platform.
There was no doubt that we needed to explore future development and enhancement of the registry as our reliance on current data, which has not been fully developed, highlights the necessity for this forward-looking approach, Improvements would need to be investigated by the Lifeblood team as our discussion sparked several potential ideas for enhancing the functionality.
There was no doubt that we needed to explore future development and enhancement of the registry as our reliance on current data, which has not been fully developed, highlights the necessity for this forward-looking approach, Improvements would need to be investigated by the Lifeblood team as our discussion sparked several potential ideas for enhancing the functionality.
Reflection
Reflection
Reflection
Wrapping up the UX Tale
Wrapping up the UX Tale
Victory Secured, Hard Work Endured
Main Takeaways
Main Takeaways
Main Takeaways
I focused on re-grouping and organising the global navigation, introducing a chatbot, promotional offers, and a refined sub-catalog for product searches. I have also streamlined the checkout process and maintained a simple and minimalistic layout to reflect Happy Valley's tranquil culture online.
I focused on re-grouping and organising the global navigation, introducing a chatbot, promotional offers, and a refined sub-catalog for product searches. I have also streamlined the checkout process and maintained a simple and minimalistic layout to reflect Happy Valley's tranquil culture online.
I focused on re-grouping and organising the global navigation, introducing a chatbot, promotional offers, and a refined sub-catalog for product searches. I have also streamlined the checkout process and maintained a simple and minimalistic layout to reflect Happy Valley's tranquil culture online.
What I learned
What I learned
What I learned
This has been a rewarding journey of exploration and problem-solving as I delved into user needs, conducted research, and identified opportunities for improvement. I genuinely enjoyed the challenge of creating a seamless and delightful online platform, all while maintaining the store's unique essence.
This has been a rewarding journey of exploration and problem-solving as I delved into user needs, conducted research, and identified opportunities for improvement. I genuinely enjoyed the challenge of creating a seamless and delightful online platform, all while maintaining the store's unique essence.
This has been a rewarding journey of exploration and problem-solving as I delved into user needs, conducted research, and identified opportunities for improvement. I genuinely enjoyed the challenge of creating a seamless and delightful online platform, all while maintaining the store's unique essence.
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