Eso Won webpage redesign displayed on computer


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)

Team Icon

TEAM: Solo 

DURATION: 2 weeks



  • C & C Analysis

  • Task Analysis 

  • Quantitative Research 

  • Qualitative Research 

  • Card Sort

  • Surveys

  • Heuristic Evaluation

  • User Flow

  • Figma

  • Wireframing

  • Prototyping

  • 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 “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. 

Current state...

confused icon
  • confused about where to look on the page

  • large amounts of text

  • lengthy checkout process

  • abandoned shopping carts.

Sad icon
  • Inconsistent "call to action" buttons

  • lack of search filters

  • results seemed virtually endless.

Frusrated icon
  • no curbside pickup

  • unknown shipping timeframe 

  • turned to other e-commerce sites to accomplish same tasks.



The Hypothesis

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 x%. We will know this by a positive change in yelp reviews and by a reduction of abandoned carts.  

shopping cart, checkout, payment icon
flow chart, navigation chart
search icon, magnifying glass

Focus Search Results

Make Navigation Understandable 

Streamline Checkout Process



Understanding the Business

It was important to keep in mind Eso Won's current clientele and their unique position within the community. Changes had to be introduced gradually to account for their user base and we didn't want to stray too far from their historic look or feel. 

Comparative Research Insights

Through competitive and comparative analysis, we were able to identify the 3 prominent insights that make Eso Won so unique and how they can utilize that to continue to accomplish their business goals. 

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

The insights directed our attention toward optimizing the user experience to reflect their commitment to their community presence - starting with streamlining the checkout 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 step. User testing revealed that the hidden/collapsed tabs on the current site mislead the expectation of a quick completion process.

Check out user flow.png

A shorter user flow was created to reflect a quicker checkout process and align with the goals of users.

Checkout Start Point.png

The one-page checkout process, with the addition of top navigation reference points,  was designed to provide upfront expectations of the checkout process and to reduce the feeling "hidden" additions. 

Checkout process improved by 400%

Usability testing showed 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.


Eso Won's initial site map included 16 global headers that overwhelmed the users. This was successfully reduced down to 5 intuitive categories.  By nestling subcategories into larger, overarching categories/headers, we were able to declutter the interface and direct the user’s attention more predictably.

Proposed site map.png

A card sort was used to identify user-derived, second tier (local) navigation subcategories. It also narrated the filter categories for the book searching process. 


Image by Gabriel Beaudry
  • 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



A Step in the Right Direction

Prioritization is key. Being tasked with a website that has 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.

Brand Guidelines.png