ABOUT THE PROJECT
This project involved analyzing and redesigning the user experience of the website for a wholesale bookstore. The main goal was to identify improvement opportunities in the site's information architecture and propose a new strategy for organizing content and features to enhance navigation and drive sales.
MY ROLE
I led the entire UX research and design process—from the initial site audit to the development of a concrete action plan. My approach focused on understanding how users interact with the current site, identifying pain points, and proposing solutions aligned with business goals.
HOW I APPROACHED IT
1. UX Audit of the current site
I conducted a comprehensive user-focused review of the website, analyzing navigation, content structure, accessibility, and visual hierarchy. This helped me identify key pain points as well as elements that were working effectively.
I conducted a comprehensive user-focused review of the website, analyzing navigation, content structure, accessibility, and visual hierarchy. This helped me identify key pain points as well as elements that were working effectively.
2. User research
I explored both wholesale and retail customer profiles, focusing on their needs, behaviors, and expectations. This allowed me to prioritize key features and tailor the redesign strategy accordingly.
I explored both wholesale and retail customer profiles, focusing on their needs, behaviors, and expectations. This allowed me to prioritize key features and tailor the redesign strategy accordingly.
3. Heuristic evaluation
Using Nielsen’s usability heuristics, I evaluated the overall user experience. I uncovered issues related to system visibility, consistency in navigation, and user control.
Using Nielsen’s usability heuristics, I evaluated the overall user experience. I uncovered issues related to system visibility, consistency in navigation, and user control.
4. Information architecture restructuring
I proposed a new content organization to reduce friction when searching for products. This included highlighting frequently used categories, improving filters, and simplifying access to promotions.
I proposed a new content organization to reduce friction when searching for products. This included highlighting frequently used categories, improving filters, and simplifying access to promotions.
5. Action plan
I developed a step-by-step roadmap for the redesign: wireframes, suggested new features, a content strategy, and guidelines for user testing in future phases.
I developed a step-by-step roadmap for the redesign: wireframes, suggested new features, a content strategy, and guidelines for user testing in future phases.
OUTCOME
The final deliverable was a detailed report with actionable insights, a clear proposal for restructuring the site, and a scalable plan for phased implementation. The redesign aims to improve navigation, streamline access to the product catalog, and ultimately boost conversion rates.
WIREFRAMES
