Improving the navigation of the Early Bird Books website.
Improving the navigation of the Early Bird Books website.
Improving the navigation of the Early Bird Books website.
Impact: ↑ 4k new users ↑ 12.3% + clicks on the content Constraints: No budget for research, one codebase for all content sites.
Impact: ↑ 4k new users ↑ 12.3% + clicks on the content
Constraints: No budget for research, one codebase for all content sites.
Impact: ↑ 4k new users ↑ 12.3% + clicks on the content
Constraints: no budget for research, one codebase for all content sites.
Overview
Overview
Overview
Early Bird Books is a content website owned by Open Road Integrated Media. The Early Bird Books website provides daily content for book readers. Early Bird Books started as a newsletter featuring deals on popular ebooks and evolved into a branded content site. The homepage was originally designed as a funnel to get users to sign up for the newsletter. ORIM also owns A Love So True, The Portalist, The Archive, Murder & Mayhem, and The Lineup, content marketing sites that cater to niche audiences of book readers.
Early Bird Books is a content website owned by Open Road Integrated Media. The Early Bird Books website provides daily content for book readers. Early Bird Books started as a newsletter featuring deals on popular ebooks and evolved into a branded content site. The homepage was originally designed as a funnel to get users to sign up for the newsletter. ORIM also owns A Love So True, The Portalist, The Archive, Murder & Mayhem, and The Lineup, content marketing sites that cater to niche audiences of book readers.
Role
UX/UI Designer
Team
Project Manager
2 Software Engineers
Content Editor
Senior Designer
Tools
Figma
Adobe CC
User Interviews
Timeline
Ongoing
Company
Open Road Integrated Media
Users
Voracious readers 60+
Problem
Problem
Problem
73% of users abandon the Early Bird Books homepage, leading to missed opportunities for customer acquisition and brand engagement.
Research
I did not have a budget for research so I reached out to ebook readers in online communities and groups.
I did not have a budget for research so I reached out to ebook readers in online communities and metrics from Clarity MS.
I did not have a budget for research so I reached out to ebook readers in online communities and metrics on Clarity from MS.
I did not have a budget for research so I reached out to ebook readers in online communities and groups.
I did not have a budget for research so I reached out to ebook readers in online communities and groups.
Results
I found out users are not able to navigate the site efficently since the hamburger menu is difficult to use
According to Clarity MS 26.3% of users are rage clicking on the header. I discovered that users cannot navigate the site efficiently since the hamburger menu is difficult to use.
Solution
I eliminated the gated content sign-up since it was interfering with users' ability to discover content
I eliminated the gated content sign-up since it was interfering with users' ability to discover content
I eliminated the gated content sign-up since it was interfering with users' ability to discover content
click on image to enlarge
Before
A gated sign-up prevented users from navigating content efficiently. Since the business needed to change to a more content-curated landing page, the team agreed to remove it.
click on image to enlarge
After
Users can get access to content. A sign up was left on the homepage to allow users to sign up for newsletters.
TECHNICAL CONSTRAINTS
Due the one codebase all styles needed to be similar.
Due the one codebase all styles needed to be similar.
Due the one codebase all styles needed to be similar.
Desktop design
The design needs to be able to be repurposed for the other content websites. I used blacks, grays and whites to match the other content brands.
Mobile and Tablet
Mobile and tablet users are prioritized since, the users read primarily on their tablet and get email promotions on their mobile phone.
Mobile and tablet users are prioritized since, the users read primarily on their tablet and get email promotions on their mobile phone.
Mobile and tablet users are prioritized since, the users read primarily on their tablet and get email promotions on their mobile phone.
Mobile
I designed a secondary navigation is created to help users navigate on mobile devices. It also prevents blocking too much content for users.
I designed a secondary navigation to help users navigate on mobile devices. It prevents blocking too much content for users.
I designed a secondary navigation to help users navigate on mobile devices. It prevents blocking too much content for users.
click on image to enlarge
Tablet
Users prefer to read eBooks on their tablet device.
Users prefer to read eBooks on their tablet devices. The design needs to be optimized for tablets on both horizontal and vertical layouts.
Users prefer to read eBooks on their tablet devices. The design needs to be optimized for tablets on both horizontal and vertical layouts.
Outcomes & Learnings
I worked with the team to balance the needs of the users with business needs.
I worked with the team to balance the needs of the users with business needs.
I worked with the team to balance the needs of the users with business needs.
I learned a lot about our users,
I worked with the team to balance the needs of the business for engagement and conversion with the needs of the user to navigate efficiently and get what they need from our sites.
If I had more time and resources
Conduct more usability testing, collaborate with Senior Designer to expand design system. We have started prioritizing components.
I learned a lot about our users,
I worked with the team to balance the needs of the business for engagement and conversion with the needs of the user to navigate efficiently and get what they need from our sites.
If I had more time and resources
Conduct more usability testing, collaborate with Senior Designer to expand design system. We have started prioritizing components.
I learned a lot about our users,
I worked with the team to balance the needs of the business for engagement and conversion with the needs of the user to navigate efficiently and get what they need from our sites.
If I had more time and resources
Conduct more usability testing, collaborate with Senior Designer to expand design system. We have started prioritizing components.
I learned a lot about our users,
I worked with the team to balance the needs of the business for engagement and conversion with the needs of the user to navigate efficiently and get what they need from our sites.
If I had more time and resources
Conduct more usability testing, collaborate with Senior Designer to expand design system. We have started prioritizing components.
I learned a lot about our users,
I worked with the team to balance the needs of the business for engagement and conversion with the needs of the user to navigate efficiently and get what they need from our sites.
If I had more time and resources
Conduct more usability testing, collaborate with Senior Designer to expand design system. We have started prioritizing components.
