Timeframe: 2 Weeks
Team: Solo
Type: Conceptual
Tools: Figma, FigJam, Optimal Workshop, Descript, Notion, Zoom
A local bookstore has built a website, but is not pleased with the conversion rate. They have plenty of website visitors, yet few completed purchases.
As the designer I want to find out how I can create a more appealing experience and a seamless checkout process, so that the conversion rate increases.
Competetive & Comparative Research
Before I started the interviews, I did market research. I assumed that most people buy books online from Amazon, and would appreciate the fast checkout process and Prime delivery convenience as well as a wide selection of books.
Zalando was interesting to me, as I know from experience that they have a very personalized recommendation system that encourages browsing.
I interviewed four participants to find out where and how they buy books and the reasons behind their choices.