We redesigned Greenlight Bookstore’s website to make browsing smoother and book discovery easier. By decluttering pages and clarifying navigation, we turned a text-heavy site into a welcoming, user-first experience.
4 months (Aug - Dec, 2024)
Conducting Research and Testing, Prototyping, Hi-Fidelity Design, Visual Design
Minh Nguyen (me), Conor, Chloe, Shreya
User Research, User Testing, Competitive Analysis, Information Architecture
Minh Nguyen (me), Conor, Chloe, Shreya
Minh Nguyen (me), Conor, Chloe, Shreya
Minh Nguyen (me), Conor, Chloe, Shreya
4 months (Aug - Dec, 2024)
4 months (Aug - Dec, 2024)
4 months (Aug - Dec, 2024)
Figma, FigJam
Figma, FigJam
Figma, FigJam
User Research, User Testing, Competitive Analysis, Information Architecture
User Research, User Testing, Competitive Analysis, Information Architecture
User Research, User Testing, Competitive Analysis, Information Architecture
Problem
The Disconnect Between Store and Website
Problem
The Disconnect Between Store and Website
Problem
The Disconnect Between Store and Website
✅ Customers love the in-person shopping experience
❌ The website is busy, cluttered, and difficult to navigate.
Solution
Greenlight Website Redesign: A modern, intuitive redesign that will match not only Greenlights Branding, In-person shopping feel, but also improve user experience
Solution
Greenlight Website Redesign: A modern, intuitive redesign that will match not only Greenlights Branding, In-person shopping feel, but also improve user experience
Solution
Greenlight Website Redesign: A modern, intuitive redesign that will match not only Greenlights Branding, In-person shopping feel, but also improve user experience
Streamlined Navigation
Simplified the information architecture to reduce clutter and shorten the path to purchase.
Clearer Discoverability
Improved hierarchy, filters, and previews so users can quickly find books that match their interests.
Events Front and Center
Showcased Greenlight’s community events as a core feature, reinforcing what makes the bookstore unique.
01
01
Streamlined & Structured Navigation Flow
Streamlined & Structured Navigation Flow
Removing irrelevant information makes the site's navigation and information architecture clearer and more user-friendly.
Removing irrelevant information makes the site's navigation and information architecture clearer and more user-friendly.
02
02
A Clearer First Impression
A Clearer First Impression
Highlighting the categories that naturally capture users' attention helps guide them through the site, ensuring they remain engaged and don’t leave prematurely.
Highlighting the categories that naturally capture users' attention helps guide them through the site, ensuring they remain engaged and don’t leave prematurely.
03
03
Browsing Made Better
Browsing Made Better
Users found browsing tedious, so we added preview pop-ups, quick filters, badges, and concise info to make the experience faster and more user-friendly.
Users found browsing tedious, so we added preview pop-ups, quick filters, badges, and concise info to make the experience faster and more user-friendly.
04
04
Bringing Events to the Forefront
Bringing Events to the Forefront
Greenlight sets itself apart with a wide range of events, but we highlight only the most relevant details so users can quickly find what they need without feeling overwhelmed.
Greenlight sets itself apart with a wide range of events, but we highlight only the most relevant details so users can quickly find what they need without feeling overwhelmed.
Now that you’ve had a peek, let’s go behind the scenes.
Research Methodology
Why hasn’t Greenlight’s in-store success translated effectively to its website?
Research Methodology
Why hasn’t Greenlight’s in-store success translated effectively to its website?
Research Methodology
Why hasn’t Greenlight’s in-store success translated effectively to its website?
Competitive Analysis
Understanding the industry standard for book e-commerce businesses.
User Interviews
Learning users book buying behavior and gaging deciding purchasing factors.
Affinity Mapping
Identifying and mapping out common patterns observed from user interviews.
Tree Testing
Exploring how users navigate and locate content within a site’s structure
Competitive Analysis
What can we learn from 11 competitors?
Competitive Analysis
What can we learn from 11 competitors?
Competitive Analysis
What can we learn from 11 competitors?
01
01
Including real and genuine reviews from readers, as well as easy-to-find ratings will positively impact a users purchase decision.
Including real and genuine reviews from readers, as well as easy-to-find ratings will positively impact a users purchase decision.
02
02
Include curated lists of recommendations from staff, best seller, browsing habit and similar interests gives users a tailored browsing experience.
Include curated lists of recommendations from staff, best seller, browsing habit and similar interests gives users a tailored browsing experience.
03
03
Include unique, authentic, short, and concise summaries to give a personalized feel to the business.
Include unique, authentic, short, and concise summaries to give a personalized feel to the business.
User Interviews
Interviewed 8 book lovers to learn their shopping behaviour
User Interviews
Interviewed 8 book lovers to learn their shopping behaviour
User Interviews
Interviewed 8 book lovers to learn their shopping behaviour
Screener survey
Interview script
What we learned
Users love local owned businesses for their authenticity and events, but turn to Amazon for convenience.
What we learned
Users love local owned businesses for their authenticity and events, but turn to Amazon for convenience.
What we learned
Users love local owned businesses for their authenticity and events, but turn to Amazon for convenience.
01
01
Local bookstore websites tend to be glitchy and outdated -> often turning to Amazon for trust, deals, and fast shipping.
Local bookstore websites tend to be glitchy and outdated -> often turning to Amazon for trust, deals, and fast shipping.
“Something was messed up with the UI and then I'm like, “No, I'm not going to spend 30 minutes trying to figure out how to purchase a book.”
“..Copy and paste this like very bland little summary, even if it comes with the book. Sometimes it's nothing. Sometimes it's, you know, it's just not great. So I think, any way to provide like better summaries and better like reviews“
02
02
Recommendations and staff picks strongly guide user decisions, with bestsellers as their starting point.
Recommendations and staff picks strongly guide user decisions, with bestsellers as their starting point.
03
03
Users value local bookstores for their events, seeing them as a chance to build new connections — highlighting a clear design opportunity to bring this community aspect online.
Users value local bookstores for their events, seeing them as a chance to build new connections — highlighting a clear design opportunity to bring this community aspect online.
“If I could find something with peers in my group, somewhat local… there is a lot of value in meeting in person, I might have some interest in that.”
How might we bring Greenlight’s authentic, local atmosphere into the digital space to create a stronger online experience?
Solution
To narrow down the scope of design, we decided to focus on 3 areas to improve the usability of Greenlight's website
Solution
To narrow down the scope of design, we decided to focus on 3 areas to improve the usability of Greenlight's website
Solution
To narrow down the scope of design, we decided to focus on 3 areas to improve the usability of Greenlight's website
70% of users couldn’t complete purchases because of poor online experience.
✅
Simplify Greenlight’s IA to streamline browsing and Search
80% users rely heavily on covers, reviews, and strong summaries.
✅
Improve information hierarchy for clarity and quick recognition
70% Users prefer local bookstores and actively join book events.
✅
Showcase unique value through highlighting events
Design System
Users love local owned businesses for their authenticity and events, but turn to Amazon for convenience.
Design System
Users love local owned businesses for their authenticity and events, but turn to Amazon for convenience.
Design System
Users love local owned businesses for their authenticity and events, but turn to Amazon for convenience.
Final Design
A Complete Website Refresh: Improved Information Hierarchy, Intuitive Search and Browsing Flows, and Highlighting what makes Greenlight Unique
Final Design
A Complete Website Refresh: Improved Information Hierarchy, Intuitive Search and Browsing Flows, and Highlighting what makes Greenlight Unique
Final Design
A Complete Website Refresh: Improved Information Hierarchy, Intuitive Search and Browsing Flows, and Highlighting what makes Greenlight Unique
Issue 01
Issue 01
A Maze Of Information
A Maze Of Information
The site contains plenty of useful resources, but poor information architecture and confusing navigation make it difficult to find them. This leads to frustration, cognitive overload, and often causes users to leave the site early.
The site contains plenty of useful resources, but poor information architecture and confusing navigation make it difficult to find them. This leads to frustration, cognitive overload, and often causes users to leave the site early.
solution 01
solution 01
Clear, Concise, and To The Point
Clear, Concise, and To The Point
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Clear Labeling and Grouping
Clear Labeling and Grouping
Users confused “Book Group” with “Book Club,” so we standardized terms and added context for clarity.
Users confused “Book Group” with “Book Club,” so we standardized terms and added context for clarity.
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Merging Kids Section
Merging Kids Section
Since users didn’t need Kids content as a standalone, we merged it into other sections for a smoother experience.
Since users didn’t need Kids content as a standalone, we merged it into other sections for a smoother experience.
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Recommendation on it’s own
Recommendation on it’s own
Interviews showed recommendations were highly valued, so we gave them a dedicated spot in the main navigation.
Interviews showed recommendations were highly valued, so we gave them a dedicated spot in the main navigation.
Issue 02
Issue 02
A Poor First Impression Lasts
A Poor First Impression Lasts
Greenlight’s homepage lacks clear hierarchy, burying key information in cluttered text and making it difficult for users to quickly find what they need
Greenlight’s homepage lacks clear hierarchy, burying key information in cluttered text and making it difficult for users to quickly find what they need
solution 02
solution 02
Structuring for Ease and Clarity
Structuring for Ease and Clarity
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Improving Hierarchy
Improving Hierarchy
Mirroring in-store experience with familiar categories like New Releases and Staff Picks
Mirroring in-store experience with familiar categories like New Releases and Staff Picks
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Search Bar Visibility
Search Bar Visibility
We placed the search bar in the top navigation so users can quickly find books at any point in their journey.
We placed the search bar in the top navigation so users can quickly find books at any point in their journey.
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Gateway to the Rest of the Site
Gateway to the Rest of the Site
The homepage now serves as a summary hub, giving users multiple entry points to key sections without relying only on the nav bar.
The homepage now serves as a summary hub, giving users multiple entry points to key sections without relying only on the nav bar.
Issue 03
Issue 03
A Frustrating Search Experience
A Frustrating Search Experience
Greenlight’s search flow overwhelms users with irrelevant details, clunky filters, and no genre options, making it hard to find books efficiently.
Greenlight’s search flow overwhelms users with irrelevant details, clunky filters, and no genre options, making it hard to find books efficiently.
solution 03
solution 03
A Clearer, More Intuitive search flow
A Clearer, More Intuitive search flow
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A Modern Layout
A Modern Layout
Filters stay visible on the left while larger book cards with key details make browsing clearer and easier.
Filters stay visible on the left while larger book cards with key details make browsing clearer and easier.
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Many Shortcuts
Many Shortcuts
Quick filters, badges, and card states help users narrow results fast without extra clicks.
Quick filters, badges, and card states help users narrow results fast without extra clicks.
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Previewing Functionality
Previewing Functionality
Previews let users explore books quickly, mirroring familiar online shopping patterns.
Previews let users explore books quickly, mirroring familiar online shopping patterns.
Issue 04
Issue 04
An Events Page That Lacks Excitement
An Events Page That Lacks Excitement
Greenlight’s events page fails to highlight its many offerings, burying information in a hard to navigate calendar that makes it difficult for users to find and engage with events.
Greenlight’s events page fails to highlight its many offerings, burying information in a hard to navigate calendar that makes it difficult for users to find and engage with events.
solution 04
solution 04
All In One Place
All In One Place
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Re-Organizing Content
Re-Organizing Content
We prioritized recent and urgent events at the top, making time-sensitive information easier to find.
We prioritized recent and urgent events at the top, making time-sensitive information easier to find.
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Calendar
Calendar
We designed a simple, familiar calendar view with clickable event popups, modeled after tools like iCal or Google Calendar.
We designed a simple, familiar calendar view with clickable event popups, modeled after tools like iCal or Google Calendar.
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More Modals!
More Modals!
Event details open in modals, reducing extra clicks and keeping users within the browsing flow.
Event details open in modals, reducing extra clicks and keeping users within the browsing flow.
Reflections
The project reinforced that small usability improvements—like clearer categories and visible search—go a long way in solving big IA problems.
Reflections
The project reinforced that small usability improvements—like clearer categories and visible search—go a long way in solving big IA problems.
Reflections
The project reinforced that small usability improvements—like clearer categories and visible search—go a long way in solving big IA problems.
Navigation is experience
Restructuring content proved that a smoother path matters as much as the content itself.
Small tweaks, big impact
Adding visibility to search and recommendations improved usability with minimal changes.
Clarity drives trust
Cleaning up labels and hierarchy showed how much users value simple, recognizable language.
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