Happy Valley
Happy Valley
Happy Valley
Recreating the Brick-and-mortar experience online, offering a space to explore, discover, and enjoy just like you would in person.
Recreating the Brick-and-mortar experience online, offering a space to explore, discover, and enjoy just like you would in person.
Role
Role
Role
UX Designer
UX Designer
UX Designer
Client
Client
Client
Conceptual
Conceptual
Conceptual
Duration
Duration
Duration
2 Weeks
2 Weeks
2 Weeks
Team
Team
Team
Solo
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
Research
Research
Before anything else, I set out to understand the bookstore itself
Before anything else, I set out to understand the bookstore itself
Before anything else, I set out to understand the bookstore itself
Established in 2013 by Chris Crouch, the store offers a unique range of Melbourne-inspired gifts, including carefully curated books and vinyl records. Designed as a go-to destination for discovery, it caters to those in search of affordable gifts — from thoughtful presents to last-minute finds — helping customers navigate its diverse and ever-evolving collection.
Established in 2013 by Chris Crouch, the store offers a unique range of Melbourne-inspired gifts, including carefully curated books and vinyl records. Designed as a go-to destination for discovery, it caters to those in search of affordable gifts — from thoughtful presents to last-minute finds — helping customers navigate its diverse and ever-evolving collection.
Established in 2013 by Chris Crouch, the store offers a unique range of Melbourne-inspired gifts, including carefully curated books and vinyl records. Designed as a go-to destination for discovery, it caters to those in search of affordable gifts — from thoughtful presents to last-minute finds — helping customers navigate its diverse and ever-evolving collection.
"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:
Given the business's nature and objectives, I concluded the "Careful Critic" archetype typifies the bookstore's likely customer interaction, characterised by:
The user journey? Twisty, tangled, and far from clear.
The user journey? Twisty, tangled, and far from clear.
The user journey? Twisty, tangled, and far from clear.
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
Ideate & Design
Ideate & Design
Peeking over the shelf: learning from other bookstores
Peeking over the shelf: learning from other bookstores
Peeking over the shelf: learning from other bookstores
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.
Better flow, smarter filters, faster finds
Better flow, smarter filters, faster finds
Better flow, smarter filters, faster finds
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
Testing
Testing
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.
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.
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.
Reflection
Reflection
Reflection
Takeaways
Takeaways
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.
Learnings
Learnings
Learnings
Gained a deeper understanding of how research can uncover true user needs
Discovered the value of continuous iteration in refining design solutions
Understood how aligning user-centric design with business goals leads to meaningful outcomes
Gained a deeper understanding of how research can uncover true user needs
Discovered the value of continuous iteration in refining design solutions
Understood how aligning user-centric design with business goals leads to meaningful outcomes
