ESO WON REDESIGN
Updating a Historic, Community Staple
Eso Won Books is one of the oldest remaining 110 black-owned bookstores in the United States. They are a staple within their community and provide the opportunity to showcase black talent. The recent events of BLM, coupled with Covid-19, have overwhelmed the independent bookstore and their current website needed an upgrade to keep up with the sudden influx.
Identify and assess the business’ needs and goals
Streamlining their website
Improve and optimize the client’s e-commerce experience for the “busy buyer”.
PLATFORM: Website Redesign (Desktop)
DURATION: 2 weeks
TOOLS & METHODS
C & C Analysis
Brand Guideline Creation
The Client's Problem Space
“I am overwhelmed and not sure where to look & the checkout takes too long”
Due to a recent decline in Yelp reviews, the webpage was identified as a possible “friction point” that negatively affected their business and reputation. Survey respondents revealed that they were constantly confused, overwhelmed, and ultimately gave up, turning to other sites to complete their tasks.
confused about where to look on the page
large amounts of text
lengthy checkout process
abandoned shopping carts.
Inconsistent "call to action" buttons
lack of search filters
results seemed virtually endless.
no curbside pickup
unknown shipping timeframe
turned to other e-commerce sites to accomplish same tasks.
We believe that by simplifying the checkout process, demystifying the navigation to reflect usable and intuitive categories and providing a way to help focus search results, this will enhance the user experience on Eso Won's webpage, increasing sales by 10%. We will know this by a positive change in yelp reviews and by a reduction of abandoned carts.
Streamline Checkout Process
Make Navigation Understandable
Focus Search Results
HOW WE SOLVED THIS
Understanding Their Business
It was important to keep in mind Eso Won's current clientele and their unique position within the community. Because of their historic presence, I wanted to preserve their character as much as possible and introduce changes gradually to account for their established user base.
I embarked on generative, secondary research by gathering all the information Google had to offer, since this project was completed during the Covid shutdown, I was not able to visit their physical store.
Comparative Research Insights
After gaining some footing on their business, I explored both local competitors and larger scale competitors to understand the e-commerce book industry better.
I identified the 3 prominent insights that made Eso Won so unique and wanted to incorporate those themes while bringing in "best practices" into the website redesign.
Strong reputation for hand-curated books
Patrons wanted to support Black-owned businesses
Users came to Eso Won looking for rare books
“You have to constantly reinvent yourself, especially with Amazon - because Amazon has bookstores now and it’s only a matter of time before they start hosting authors.”
- James Fugate, Co-Owner, Eso Won Bookstore
While the motivation was there for patrons, the checkout process was identified as a major hinderance towards the customer experience, so I examined their current checkout flow and quickly identified ways to modernize their process.
Reducing the check out from 16 steps to 4
A task analysis revealed that the current checkout process took an average of 16 steps to complete, compared to “best-in-class” competitor, Amazon, who had just 4 steps (sometimes less).
User testing revealed that the hidden/collapsed tabs on the current site mislead the users' expectations of a quick completion process. I redesigned the checkout to show all required fields for checkout in order to reduce the unintended "deceptive" feel of the hidden dropdowns.
I began by creating a shorter user flow to reflect a quicker checkout process and align with the goals of users.
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The one-page checkout process, with the addition of top navigation reference points, was designed to provide upfront expectations of the checkout process.
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Checkout process improved by 400%
Usability testing revealed that users had an easier time navigating throughout the webpage and were able to accomplish the task of finding a book and checking out 400% faster than previously. Less distractions on the page helped reduce the feelings of being overwhelmed and being able to filter through relevant information quickly felt in line with the goals of the busy buyer. The uniformity of “call to action” buttons also aided in the users’ expectations and provided consistency throughout the experience.
Refocusing Attention & Making Content Discoverable
Reducing the cognitive overload for the users provided a more focused, comprehendible experience that allowed users to complete their tasks successfully.
Eso Won's initial site map included 16 global headers that overwhelmed the users. I reduced down this down to 5 intuitive categories, using results gathered by a public, virtual card sort.
By nestling subcategories into larger, overarching categories, this decluttered the interface and directed the user’s attention more predictably.
A card sort was used to mainly to identify user-derived, second tier (local) navigation subcategories. It also subsequently helped dictate the filter categories for searching for a book.
*click to enlarge
THE FINAL RESULTS
Full Prototype Walk
Navigation was made more intuitive and comprehendible
Filter options and breadcrumbs were added so the user had a reference point for their searches
Consistently placed buttons throughout the website created a more predictable and pleasant user experience
I created a basic brand guideline using their existing logo colors and current website color scheme. This help maintain consistency in the new designs.
REFLECTIONS & NEXT STEPS
A Step in the Right Direction
Learning to prioritize was key. Being tasked with a website that had not modernized to the standards of today's technological advancements was a great challenge in identifying MVPs. I quickly learned the in depth nature of inventorying and how the prominent role of information architecture impacts design directions.
There are still several opportunities for improvement in terms of navigation and the search filters, so another card sort and stringent review of the content map may be helpful. Working on the site's backend would greatly improve their point of sale system, as well.
If this project were to continue, building out other pages that highlight the business would also be beneficial.