Scope & Constraints

I wasn’t allowed to reach out to users for research
Short deadline
Photoshop files had been used for the design.

Challenge

I was tasked by Project Manager and Content team to redesign the Early Bird Books homepage to help improve the engagement of the users coming to the landing page since, users are not entering the Early Bird Books website through the homepage.

Step 1 /
Data Analytics

Data was pulled from homepage analytics to figure out why users are abandoning the landing page.

‍I worked with the content team to pull out data analytics from the Early Bird Books landing page. Since I was asked NOT to approach users for user research so I mostly relied on data analytics from the website

Early Bird Books' analytics

I found out most traffic comes from google searches from other content pages. Most users are coming to the site through organic search

Early Bird Books' drop off rates

The drop off rates are significant due to the user not being able to explore content.

Step 2 /
Comparative Research

Direct and Indirect competitors were studied to compare features and find ways to improve the Early Bird Books homepage.

Slate.com has a hierarchy defined by color and font styles

New York Magazine uses a four column layout to feature articles on their homepage

Step 3 /
Low Fidelity
Design

Initial wireframes are put together using the data from the site. Feedback from the team was collected

Step 4 /
High Fidelity
Design

A high fidelity design was put together incorporating the feedback from the team.

Step 5 /
Design System

A visual language was created to communicate the design to the team using the Atomic Design principles.

01 Colors

02 Typography

Headlines

Body

Tag

03 Iconography

04 Spacing

05 Grids

06 Buttons

Check out the full design system on Zero Height

Step 6 /
Hand off

I put together the design specifications, sent the design to the technology team and worked together with software developers to implement the design.

Prototype

Outcomes & Lessons learned

Worked with the software engineers to improve the design handoff process.
Created a design system.
Documented the design.
Delivered the design in a short deadline.

Early Bird Books

Overview

Skills / Area Of Focus

Roles & Responsibilities

Users & Audience

Client

Timeline

Process