Unnameable Books: Discovery, Research, and Ideation
Unnameable Books is a small, independent bookstore in Prospect Heights, selling new and old books. My project was to create a mobile version of their website.
Their website is done the old-fashioned way favored by small businesses: they bought a package from a web portal (Square, which they also use for credit card payments) and cobbled it together in their spare time. It certainly has its charms–I mean, where else are you going to see book categories like “Rare and Medium Rare”? The assignment: keeping its identity as a local bookshop, and give them the functionality to help their business move forward and better serve their customers.
UX Audit
Home Screen
Location and hours are listed at top, it’s only when you scroll down that you see clickable images of current inventory.
Listings
There is no search bar. Listing titles such as “Rare and Medium Rare” and “Speculative Fiction” are charming, but it’s hard to find categories and titles.
Covers Are Cropped
Covers are shown in a square format, often cropping off either the title, author’s name, or both.
Events/Blog
Clicking on the events takes you to a blog outside the website that’s hard to read. Relevant information–such as location, sign up, etc. is hard to find.
Research/Surveys, interviews, and affinity mapping
The research consisted of two surveys and five interviews. The respondents all had one thing in common: a passion for reading. They also liked going to events — key for a business that holds monthly readings featuring new and established writers.
“A good bookstore is like a good wine store – you read the blurbs.”
—interviewee, 60s, Museum Art Preparator, on staff recommendations
“Authenticity is important. I like to look in odd places, for things that are hidden.”
— Interviewee, 20s, UX/UI Designer
“A friend told me that Pete Hamill was speaking at the Ethical Culture Society – wow! Now that was memorable.”
— Anthony, 60s, retired HVAC technician, on attending book readings
“Out of print – rare to me!”
—survey respondent, and used and rare books
Key Takeaways
Local
Respondents love independent book stores and want to support them.
The Buying Experience
They look for specific books, but they also like to browse.
Social
They like going to poetry and book readings.
New vs Used and Rare
They buy used books because they’re cheaper, and they’ll seek out out-of-print books – what UNNAMESABLE BOOKS refers to as “Rare and Medium Rare”
Enhanced Book Listings
They like staff recommendations, book reviews, and descriptions.
The Dilemma
Even though it lacks a personal touch, buying online is easy and cheap.
Persona
Problem Statement
How can we make the shopping experience easier for Megan and effectively connect with customers?
Ideation
After my persona and problem statement was complete, I held an ideation session with a diverse group of four people. I was thinking about digital solutions, but many of the suggestions were “call the store”, “email the store owner” and “put a sign in the window”. These participants value having a book store in their community. And they want to support it.
How might we reduce the time Megan needs to wait if she wants to buy a book inside the store?
buy online and arrange for pick up and delivery
have writer sign books outside the store
have store clerk outside with signed books and phone app that takes credit cards
calls store to check inventory, order books, and arrange for pickup and delivery
familiar with stores layout, so she doesn’t browse and heads straight to section
How might we make it easier for Megan to find and browse titles, subjects, descriptions and recommendations from an independent bookstore without have to go through Amazon?
buy online recommendations pop-up for her based on her profile and prior purchases
include reviews from publications she trusts in book description
sign up for mailing list
follow people she admires on Facebook and Twitter to learn about new books
like/follow bookstore on Facebook
have instore catalog
have more books in window
How might we make it easier for Megan to find readings and other events sponsored by the book store so she can support them?
buy online recommendations pop-up for her based on her profile and prior purchases
include reviews from publications she trusts in book description
sign up for mailing list
follow people she admires on Facebook and Twitter to learn about new books
like/follow bookstore on Facebook
have instore catalog
have more books in window
How might we make it more affordable for Megan to support the store rather than buying from mega online retailers?
have discount punch card
frequent shopper loyalty program
book club orders as block and receives small discount
paperback version
buy in bulk