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UX Case Study: Books Kinokuniya Responsive Web Redesign

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The UX case study documents the processes involved in the redesign of a Books Kinokuniya responsive website. Through this redesign, we hope to increase sales and membership sign-ups for the bookstore.

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UX Case Study: Books Kinokuniya Responsive Web Redesign

  1. 1. Increasing Sales & Membership Sign-Ups through Responsive Website Redesign
  2. 2. 1. Project Brief 2. User Research 3. Streamlining the Book Finding Process 4. Enhancing Kinokuniya Privilege Card (KPC) Membership Programmes 5. Usability Test 6. Interactive Prototype 7. Plans & Schedule Agenda 2 http://design.leowhouteng.com
  3. 3. http://design.leowhouteng.com
  4. 4. We are user-centered rock stars http://design.leowhouteng.com
  5. 5. User Detective Interaction Master Interface Sorceress Meet The A Team
  6. 6. Toggle Uniqlo Canadian Pizza Awarded Projects http://design.leowhouteng.com
  7. 7. Business goals and user needs Project Brief http://design.leowhouteng.com
  8. 8. 3 Key Points 8 Enhance Membership Improve Mobile Usability Streamline Book Finding http://design.leowhouteng.com
  9. 9. How Kinokuniya compares with its competitors Competitive Analysis http://design.leowhouteng.com
  10. 10. Local & Online Competitors 10 http://design.leowhouteng.com
  11. 11. 11Competitive Analysis http://design.leowhouteng.com
  12. 12. 12Competitive Analysis
  13. 13. 13Competitive Analysis
  14. 14. User Interviews, Contextual Inquiry, and House Visits User Research http://design.leowhouteng.com
  15. 15. 15Conducting Research Contextual inquiry – Speaking to shoppers House visits – Interview, Observing book collections, user-testing of current site
  16. 16. Users love Kinokuniya 1. Largest bookstore in South-East Asia a. Nice environment 2. Huge selection of books, especially foreign languages book a. Japanese, French, German b. Japanese Mangas & magazines 3. They love shopping at a physical store a. Read books (as they are not wrapped) b. Easy to browse on the shelves 16 http://design.leowhouteng.com
  17. 17. 1. Can't read the content inside the book 2. Less discounts online a. Physical voucher can't be used on online payment 3. Messy layout, difficult to browse 4. Troublesome to sign up as member Pain Points – Shopping online 17 http://design.leowhouteng.com
  18. 18. 1. Customers are loyal to Kinokuniya a. May be converted into online customers 2. Value-added services a. Offer customised book recommendations ⇒ More sales b. Personalised recommendations at a later stage c. Book previews ⇒ Do not need to read at the physical store 3. Simplified KPC membership Sign Up process Opportunities 18 http://design.leowhouteng.com
  19. 19. New Website Features Key features in the website redesign http://design.leowhouteng.com
  20. 20. Content & Feature Prioritisation 20 BusinessImpact User Needs Focus Guide Drive Meh ● Customised book recommendations by genres on homepage ● Image of the book cover in Search ● Easy navigation ● Loyalty points system ● Preview book contents and chapter one ● Online 20% discounts on books ● Ability to use gift vouchers on online store ● Reviews from Goodread API ● Promoting events and activities ● Promote books through blog content
  21. 21. 21 Book Finding — Customised book recommendations on home page — Visual suggestions on the search bar — Easy navigation with mega- menu — Integrated membership sign up process — Book preview feature — Loyalty points system Membership http://design.leowhouteng.com
  22. 22. Streamlining the Book Finding Process Increasing online sales http://design.leowhouteng.com
  23. 23. Find Books they like Get more Sales Kinokuniya wants to.. Customers wants to.. 23Project Focus http://design.leowhouteng.com
  24. 24. 24Customer Journey Map http://design.leowhouteng.com
  25. 25. 25Browsing for books
  26. 26. To increase sales, we will provide customized book recommendations that help our online members browse and select the books that they like. http://design.leowhouteng.com
  27. 27. 27Sub-Categories in Mega Menu Current New
  28. 28. 28High-Contrast Search Bar Current New
  29. 29. 29Visual Search Suggestions Current New
  30. 30. 30 Customised Book Recommendations
  31. 31. Attracting more sign ups for membership Enhancing KPC Membership Programme http://design.leowhouteng.com
  32. 32. Get more Discounts Get more Members 32Project Focus Kinokuniya wants to.. Customers wants to.. http://design.leowhouteng.com
  33. 33. 33Customer Journey Map http://design.leowhouteng.com
  34. 34. 34Making a Payment
  35. 35. To increase membership card sign-ups, we will integrate a streamlined membership application process during online checkout for customers to get more discounts while making their purchases. http://design.leowhouteng.com
  36. 36. 36Service Design Blueprint http://design.leowhouteng.com
  37. 37. 37Service Design Blueprint
  38. 38. 38Integrated Membership Sign Up
  39. 39. - Preview book contents and chapter one - Credit point system for further discounts - Birthday vouchers Proposed New Privileges 39 http://design.leowhouteng.com
  40. 40. 40Book Content Preview
  41. 41. What users think of the new site Usability Test http://design.leowhouteng.com
  42. 42. 42 1. Using the navigation menu, search for an assigned book. Next, check for the stock availability at the outlet 2. Using the search bar, look for the same book. 3. Place an order for the book. 4. From the home page, sign up for a membership. Tasks Assigned http://design.leowhouteng.com
  43. 43. 43Task Completion Success Rate New Task 1: Find a Book using the Navigation Menu 100% Current 0%
  44. 44. New Task 1: Find a Book using the Navigation Menu 44 1:09 Current* 2:20 Average Time Taken to Complete *Time taken to find the correct sub-genre
  45. 45. 45Rating on Task New Task 1: Find a Book using the Navigation Menu 2.0 Current 4.375
  46. 46. — Addition of the membership sign up in the checkout process — Recommendations on the home page based on their book preferences allows them to browse easily. — Book preview feature is useful when a user is unsure about buying a book What Users Like Most 46 http://design.leowhouteng.com
  47. 47. Interactive Prototype https://k42j42.axshare.com/#g=1&p=home http://design.leowhouteng.com
  48. 48. Becoming more competitive through... 48 Enhance Membership Streamline Book Finding http://design.leowhouteng.com
  49. 49. Budget and Membership Projections Plans & Schedules http://design.leowhouteng.com
  50. 50. 50 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Streamlining Book Finding Process Epic 1 (3 Months) Enhancing Membership Epic 2 (3 Months) Short Content to Promote Books Epic 3 (3 Months) Project 9 Months Timeline http://design.leowhouteng.com
  51. 51. 51 Total $94500 Projected Fees & Charges 3 x UX Designer $3500 x 3 9 Months Projected Fees & Charges http://design.leowhouteng.com
  52. 52. 52 19% Read Books (1.064 mil) 5.6 M Singaporeans 1.064 M Singaporeans - Read Books 95% Read Physical Books (1.018 mil) People who Read Books http://design.leowhouteng.com
  53. 53. 53 53% Purchases from Bookstores (535700) 1.064 M Singaporeans - Read Physical Books 535700 Singaporeans - Purchases from Bookstores 41% Source for books by browsing online (219600) People who Buy Books http://design.leowhouteng.com
  54. 54. Potential Membership Sign Ups 54 Potential Members — Improve usability — Streamlining the book finding process — Easier for customers to navigate the website — Enhancing membership card programme 219 600 http://design.leowhouteng.com
  55. 55. Feedback Session Q&A http://design.leowhouteng.com
  56. 56. Thank You End of Presentation http://design.leowhouteng.com

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