
who are they serving?



BUSINESS CHALLENGES?
Outdated Website Infrastructure. The current website operates on an outdated system, resulting in a poor user experience that frustrates visitors and significantly reduces site usability.
E-commerce Navigation Issues. While the business has made efforts to expand its online presence by offering books and gift cards for sale through its website, customers continue to encounter navigation challenges.
Weak Brand Identity. This weak brand presence makes it difficult to stand out in a competitive market.
MOODBOARD
TYPOGRAPHY
Weight / Black
Width / 100
Tracking / -4px

Weight / Medium
Width / 104
Tracking / -4px

Weight / Light
Width / 96
Tracking / -8px

LOGO REDESIGN
OBSERVATION
70% of the users feel hard to finish the online shopping process
70%
20% of the users are facing difficulties when they try to get the contact information
20%
80% of the users have difficulties to get the quotation and information of the school materials on the original website
80%
The average time for users to find the target event is about 1.3 minutes.
1.3 Minutes
USER NEEDS
Participate in events where she can exchange books, discover new genres, and share her favorite reads.
OUR SOLUTIONS

Redesign Site Map and Navigation Bar
Simplify and reorganize the site structure to improve user experience and reduce customer support needs.

Optimize Events Page Layout
Improve the layout and organization of the Events page to help users quickly find relevant information.
Add a School Resources Page
Create a dedicated page for schools with book lists, bulk order info, and educational materials.

The website layout is confusing, making it hard for him to locate the books he wants or complete reservations.
The gift card purchase process is unclear, and he struggles to find the correct payment links or reservation entry points.
Spend too much time contacting bookstores through phone calls and emails for basic information.
Find it challenging to locate book-sharing events that are frequent, well-organized, or conveniently located.
USER CHANLLENGES
No events session, nor other features with community function.
Features:
User friendly online shopping design
Well categorized books
Black Squirel
The homepage is overloaded with information, and some elements labeled as 'View More' appear interactive but are not clickable, leading to a confusing user experience.
Features:
Clear and professional layout
Events and community gatherings
Active social media accounts
OCtopus books
UNIQUE FEATURES
Age/Identifying Gender
70/Male
Location
Bankstreet, Ottawa,ON
📍
A reading lover living in the retirement apartment nearby
🏠
Occupation
Policy Advisor
(Retired)
Pains
The website layout is confusing, making it hard for him to locate the books he wants or complete reservations.
The gift card purchase process is unclear, and he struggles to find the correct payment links or reservation entry points.
He often feels overwhelmed by too many options on the website without clear navigation.
Goals
Efficiently reserve books from website and pick them up in-store without issues.
Easily purchase gift cards for family and friends, especially during the holiday season.
Enjoy a seamless, user-friendly online shopping experience tailored to his needs.
Motivations
Local Events
New Release
Online Shopping
Diversity
Price
💼
Place orders for school
👩🏼
Age/Identifying Gender
32/Female
Occupation
Education Supply Chain Director
💼
🏠
Location
Westboro,
Ottawa,ON
📍
Pains
The lack of a dedicated section for educational resources on online bookstores makes her work less efficient.
She spends too much time contacting bookstores through phone calls and emails for basic information.
The absence of a search filter for educational materials forces her to manually sift through unrelated content.
Goals
Streamline the process of discovering textbooks and educational materials through online bookstores.
Access a dedicated school resources section that provides comprehensive and up-to-date information.
Minimize the need for phone calls and emails by having an intuitive online ordering and catalog system.
Motivations
Local Events
New Release
Online Shopping
Diversity
Price
👩🏻
Age/Identifying Gender
25/Female
Occupation
Marketing Specialist
💼
A reading lover needs monthly events
Location
Downtown,
Ottawa, ON
📍
🏠
Pains
Finds it challenging to locate book-sharing events that are frequent, well-organized, or conveniently located.
Feels frustrated when book-sharing events focus on a narrow range of genres or don’t cater to diverse literary interests.
Feels frustrated when rare or exclusive editions are priced too high, making them inaccessible.
Goals
Meet like-minded people who share a passion for books and develop lasting friendships.
Participate in events where she can exchange books, discover new genres, and share her favorite reads.
Expand her collection with books that provide meaningful content or fit her areas of interest.
Motivations
Local Events
New Release
Online Shopping
Diversity
Price
Current sitemap
new sitemap
Scenario 1:
I want to find the information of the latest event.
Scenario 2:
I want to find a new released book and I want to know the price of the shipping before I register my account.
Lo-fi Wireframes
3 solutions of the events page
Hi-fi wireframes
About Information——
———— Search Books
Sign Up Button——
Event Information———
Timeline of the Events———
———— Link to detail pages
———— Weekly Recommendations
Information of———
Books
Thanks for watching!

























