Project Overview
The Page Turner is an independent bookstore and coffee shop that wants to advertise their business and events to the local community, to create loyalty in its consumer base.
My Role
Solo UX/UI Designer
Tools
Logo design
User research
UX design
UI design
My Responsibilities
Right now, The Page Turner’s online presence is barely existent. They have an Instagram page, but it is not updated regularly and it makes it difficult to navigate their events and to advertise their business.
The problem
We want to create a responsive website with all the information needed for current and future customers to enjoy all the products and events on offer by The Page Turner.
The goal
Design Process
Secondary research
User Persona
Storyboard
Card Sorting
Sitemap
Wireframe
Logo Design
High-Fidelity Prototype
Responsiveness
Components
User Research
For the project, I decided to do some secondary research into the behaviour of customers for both independent bookstores and independent coffee shops, to better understand which aspects of The Page Turner’s business were the most important to showcase.
According to Ryan Raffaeli’s study[1], independent bookstores need three pillars to ensure the success of their business:
Community
Convening
Curation
Furthermore, Booknet Canada[2] gives us insights into the behavioural patterns of customers in independent bookstores. According to their survey, people who go to an independent bookstore do it to:
According to Faik Ardahan’s study[3], customers spend an average of 3 hours per weekend and 4 hours per weekend day in a coffee shop. The study lists the following reasons as to why customers enjoy spending time in coffee shops:
Meeting with friends
Taking a break from daily life
Having fun with friends
[1] Raffaelli, Ryan. "Reinventing Retail: The Novel Resurgence of Independent Bookstores." (pdf) Harvard Business School Working Paper, No. 20-068, January 2020.
[2] Zara, Aline. “Who’s Shopping at Independent Bookstores.” BookNet Canada, BookNet Canada, 22 Aug. 2022, www.booknetcanada.ca/blog/research/2022/8/22/whos-shopping-at-independent-bookstores.
[3] Ardahan, Faik. “In Antalya: The Factors Causing People to Go to the Village Café, the Place of Origin Café and the Cafés of the City Center.” Mediterranean Journal of Humanities (2015): n. pag. Print.
Pain Points
The Page Turner’s limited online presence makes it difficult for customers to have access to information about the business and to find relevant information about products, services, and events.
1 - Navigation
Because its limited online presence, The Page Turner doesn’t have an emotional connection with its customer based, a vital aspect of independent bookstores, which leads to a lack of emotional attachment and customer loyalty.
2 - Emotions
User Personas
Card Sorting
Card-sorting of the information that should appear on the website was done while keeping the findings from secondary research in mind. As research proves that customers go to independent bookstores and coffee shops for the communal aspect of those spaces, we wanted to take these into account while choosing which information to display on the website to cater as best as possible to the customers and their needs.
This activity helped with the creation of the sitemap for The Page Turner’s website.
User Experience Design
This sitemap was created to ensure all information would be accounted for during the prototyping stage. This also served as a first draft of each page, in term of the hierarchy of information given.
Low Fidelity Wireframes
User Interface Design
High Fidelity Prototypes
Next Steps
Although this is a conceptual project, here are some metrics I would keep in mind as the website is launch, to verify its impact on the business of The Time Turner:
Conversion Rate, especially for books for events, as compared to before the launch of the website.
Revenue Growth, with the revenue created by the booking of events through the website.