Popular Bookstore is a well-known retail chain in Singapore that specializes in selling a diverse range of books, stationery, electronics, and educational materials.

My Role

UX/UI Designer

User Research, Visual Design, Information Architecture, Competitive and Comparative Analysis, Responsive Design, Prototyping and Testing

Timeline

2 week sprint
14 Nov - 30 Nov 2023

Context

Reorganise the site's navigation (Information Architecture) that would showcase the brand's products while maintaining its image.

The Challenge

There was visual clutter due to an excessive number of banners, leading to cognitive overload. Usability testing revealed navigation challenges, prompting a reassessment of the site's information architecture.

Solution

Better user journeys through -Intuitive navigation, redesigning the site to streamline product discovery & personalisation via "wish-listing."

The goal was to enable users to navigate the site, with its extensive product offerings, effortlessly. By giving users clear cues within our categories, it allowed users to easily discover what they were looking for and knowledge of their location within the site at all times. Reducing the site's content was also important to reduce the cognitive load, I kept the design minimal focusing on the essentials. This helped to streamline product discovery and increase visibility.

Lastly, through my user research, I discovered users wanted to revisit products they were interested in without committing to a purchase, to address this, I added a new feature "Wishlist."