Process

Meet with Product Managers, Product Operators, UI and UX Designers.
Understand internal stakeholders' questions, needs, and constraints.

Research Goals & Questions

• When and why do readers visit the Bookstore page?
• How do users typically discover new books?
• What pain points and unmet needs exist in the current flow?

Methods

After meetings, I developed a comprehensive research plan using both qualitative & quantitative methods:

• Interviews:: Explored motivations and frustrations by user recruitment, online survey design, one-on-one interviews,.
• Query Analysis: Analyzed and categorized 10000+ search queries to reveal users' needs
• Affinity Diagramming: Synthesized key findings
• User Journey Map: Illustrated end-to-end reading flow.
• Competitive Product Analysis: SWOTF analysis by comparing with other e-reader platforms.
• Final Report: Assisted UX researchers to create insight report. I also get the chance to present key insights to Project Director and other internal stakeholders.
• CTR Analysis: Evaluated recommendation system performance.

Impact & Results

Increased User Engagement: Redesign Bookstore page led to 28.74% increase in Click-through Rate (CTR).

Informed UX&UI Design: Inform designers to prioritize search feature and book category page, and add recommendation book sections into different pages, including search result page.

Redirect Product Strategy: Allow marketing team to prioritized (re)classification of book genras.

Reflection

• Stakeholder engagement from the start increased adoption of research outcomes.
• Affinity diagramming was valuable for surfacing hidden themes.
• Recruitment insight: student participants were only available outside exam periods.