"In this project, I learnt the importance of constantly testing assumptions to validate design decisions and ensure successful user-centric website redesigns"
Executive Summary
This case study explores The Calder Bookshop's website redesign, driven by a commitment to enhance user experience. Initial research identified usability issues, leading to a user-centric redesign strategy. Usability testing guided the ideation process, shaping the creation of a prototype focused on improving navigation and functionality. Future steps involve additional testing and refinement for potential real-world impact.
Introduction and Research
Preserving the Legacy
In the heart of central London stands The Calder Bookshop, founded by Mr. John Calder, a publisher known for his association with 18 Nobel Prize-winning authors and over 150 books. In 2007, The Calder was facing financial difficulties due to rent increase, and its closure was imminent. In a twist reminiscent of a love story, Alessandro Gallenzi, a poet and artist, stepped in to save it, preserving its legacy. Within the bookshop, there’s more than just books — a hidden theatre adds to its charm, hosting cultural events and attracting theatre lovers and students alike.
Preliminary Research: Heuristics and Competitive Analysis
Inspired by the story of The Calder Bookshop, we embarked on a (unsolicited) journey to redesign its website. The initial step, a Heuristics Analysis, revealed that the site fell short on seven out of ten usability principles, making it unintuitive for users.
The current website presented users with an unclear homepage purpose, inconsistent menus, and a lack of key e-commerce functionalities. A competitive analysis assessed the site against leading industry standards, revealing gaps in features like search functionality and user account integration.
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Usability Testing
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To analyse user experience, we conducted usability tests with five frequent e-commerce users with fair tech proficiency. The tests comprised four tasks:
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Checking the cart
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Adding any book to the cart
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Adding a specific book to the cart
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Navigating to the offers tab and selecting a specific book from the sale
The results were disheartening:
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The overall user satisfaction was 1.3 stars.
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60% were unable to complete the last task
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Task #3 took the longest, clocking in at 2 minutes and 10 seconds
Key Questions: Solving User Puzzles
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How might we simplify website navigation for quick access to theatre books?
How might we enhance book categorisation for theatre professionals?
How might we improve the site’s layout for a more efficient book selection process?
Ideation Phase: Design Evolution
Open and Closed Card Sort: Sorting the Puzzle Pieces
The open card sort aimed to gather insights into how users would categorise books. The diversity of categories raised a possibility: What if the variety of categories enabled users to find the same book through multiple avenues?
The closed card sort was designed to identify patterns for the creation of the website’s menu. Participants were provided with predefined categories and tasked with allocating each book to the most appropriate category. This exercise aimed to validate and refine the menu structure based on user preferences.
The New Sitemap: A Unified Approach
The redesigned sitemap addressed the website’s inconsistent menus, offering a more unified and intuitive navigational structure that catered to user expectations.
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Before:
After:
Wireframes and Prototyping
Wireframes served as the blueprint for the new website, with a focus on improving layout and functionality.
Mid-Fidelity Prototype
The below video showcases an example of the new website’s flow, enabling users to discover books effortlessly through categories, filters, and an intuitive search bar, promising a straightforward experience
Conclusion and Next Steps
In wrapping up this this theoretical redesign for The Calder Bookshop’s website, we’ve moved from initial concept to the development of a prototype. This project, started without a specific request, was driven by a dedication to honor the bookshop’s history.
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Next Steps
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User Testing in Theory
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Hypothetical Accessibility Review: Aiming to make sure the platform would be welcoming and easy to navigate for everyone.
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Evolving to High-Fidelity: Refining our initial ideas into a detailed, high-fidelity prototype.
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And who knows? Maybe this theoretical labor of love will inspire a real-life story, turning this ‘what if’ into a ‘what is.’ After all, isn’t that what theatre is all about — bringing the imagined to life?