Creating a seamless browsing experience across devices

Greenlight Bookstore is a beloved independent bookstore based in Brooklyn that brings its community-driven spirit online through its website. As its offerings grew, the existing site struggled to keep up with the increasing volume of content and evolving user needs.

We improved the website with a focus on intuitive navigation and mobile responsiveness, to create a seamless and engaging experience for book lovers across devices.

Team

My Role

User Research

1 Product Designer (Me)

Usability Testing

2 UX Researcher

Product Design

1 Product Manager

Branding

Duration

15 Weeks

Challenge

Greenlight Bookstore’s online presence extends its reach beyond the local neighborhood. However, as the website grew, it lacked a clear strategy to handle the increasing amount of information. Additionally, the outdated interaction model made it difficult for the Greenlight team to continue delivering a top-notch customer experience.

The Solution

Introducing new visuals and intuitive navigation for a seamless, best-in-class online bookstore experience.

Cluttered Navigation and Low Engagement

Identify the Roadblocks

Tackling these obstacles was essential to delivering a more enjoyable and smooth user experience.

I led the end-to-end redesign by streamlining navigation, improving content structure, and refreshing the visual design to simplify book and event discovery, better understand user preferences and motivations, and encourage repeat visits across all devices.

Strategy

Greenlight’s growing content and community offerings called for a more strategic, user-centered approach to digital design. To meet this need, we focused on simplifying the experience, making it easier for users to find what they need while reflecting Greenlight bookstore’s unique identity.

We prioritized three key principles: improving navigation, enhancing content hierarchy, and modernizing visual design. For each area, we mapped core user flows, defined content requirements, and created high-fidelity prototypes to test with users and guide implementation.

Clarifying complexity through structure and visual design

Impact

Decrease in task completion time, reflecting faster navigation and overall smoother user experience.

35%

Increase in monthly online revenue, underscoring the effectiveness of the improved experience.

2X

45%

Drop in customer support queries, indicating a clearer, more intuitive design and improved user understanding.

57%

Uplift in user satisfaction, measured through survey tools, showcasing the effectiveness of streamlined navigation.

Takeaways

Leading the Greenlight Bookstore website redesign was both challenging and rewarding. By introducing intuitive navigation and optimizing mobile use, I helped create an online experience as welcoming and engaging as the physical store.

These efforts boosted revenue and user satisfaction, demonstrating the value of a more intuitive and enjoyable digital experience. Navigating diverse user needs while preserving the bookstore’s community-driven identity made this project an inspiring journey of creativity and growth in designing for both community and commerce.

Creating a seamless browsing experience across devices

Greenlight Bookstore is a beloved independent bookstore based in Brooklyn that brings its community-driven spirit online through its website. As its offerings grew, the existing site struggled to keep up with the increasing volume of content and evolving user needs.

We improved the website with a focus on intuitive navigation and mobile responsiveness, to create a seamless and engaging experience for book lovers across devices.

Team

My Role

Duration

Challenge

The Solution

Introducing new visuals and intuitive navigation for a seamless, best-in-class online bookstore experience.

Cluttered Navigation and Low Engagement

Identify the Roadblocks

Tackling these obstacles was essential to delivering a more enjoyable and smooth user experience.

I led the end-to-end redesign by streamlining navigation, improving content structure, and refreshing the visual design to simplify book and event discovery, better understand user preferences and motivations, and encourage repeat visits across all devices.

Strategy

Greenlight’s growing content and community offerings called for a more strategic, user-centered approach to digital design. To meet this need, we focused on simplifying the experience, making it easier for users to find what they need while reflecting Greenlight bookstore’s unique identity.

We prioritized three key principles: improving navigation, enhancing content hierarchy, and modernizing visual design. For each area, we mapped core user flows, defined content requirements, and created high-fidelity prototypes to test with users and guide implementation.

Clarifying complexity through structure and visual design

Impact

Decrease in task completion time, reflecting faster navigation and overall smoother user experience.

35%

Increase in monthly online revenue, underscoring the effectiveness of the improved experience.

2X

45%

Drop in customer support queries, indicating a clearer, more intuitive design and improved user understanding.

57%

Uplift in user satisfaction, measured through survey tools, showcasing the effectiveness of streamlined navigation.

Takeaways

Leading the Greenlight Bookstore website redesign was both challenging and rewarding. By introducing intuitive navigation and optimizing mobile use, I helped create an online experience as welcoming and engaging as the physical store.

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