Bookchoice - E-books
Bookchoice is a subscription service for e-books. Due to a high churning percentage, and a rather dated design, a complete redesign for the Bookchoice website was desired.
Attracting new customers isn't that hard, but keeping them committed is the real challenge.
My Role
As the UX designer I primarily worked on the User research, and the Interaction and UI design.
Goal
A lot of customers stopped their subscription and not enough new subscriptions applied. Existing customers found it hard to find and download their books.
- Provide both potential subscribers as wel as existing subscribers information regarding previous month's e-books, this month's e-books, and next month's e-books.
- Persuade potential subscribers to subscribe for a trial.
- Deliver existing subscribers each month with their new e-books.
- Provide existing subscribers information on how to download and install their e-books.
- Make it possible for coupons that were distributed through on- and offline campaigns to be redeemed.
- The option to buy single e-books without any subscription.
Design process
Online survey: Getting to know the customers' key metrics, behavior, demographics, and preferences.
Behavioral Archetypes: Understanding the target audience, their mindset, narratives, thoughts, and pains and gains.
Problem identification: Identify and state the problem(s) behind the subscription cancellations.
Solution concepting: Create solution concepts to each problem.
User flows: Create different scenario's on how different type of users would navigate through the website to attain their goal(s).
Wireframing: Create page schematics with the purpose of content prioritization, defining available functionalities, and intended behaviors.
Design Language: Create basic elements and components (Atomic design) in a consistent style that suits and appeals to the target audience.
UI design: create responsive and detailed designs for the development team.
Topic research
What preferences users have regarding e-books and why customers are cancelling their subscription.
Scope
User: Men and women, between 35 and 55, who read e-Books on a regular base.
Market: Current active Bookchoice subscribers and former Bookchoice subscribers.
Findings
Subscribers cancel their subscription between 1 and 2 years, because they have enough books or not enough time.
New and potential subscribers need help, guidance, and information about how Bookchoice works.
Potential subscribers would like to have an overview about what e-books Bookchoice monthly offers.
The average subscribers is typical Dutch, they prefer quantity over quality when it comes to e-books, and the main reason for them to subscribe is the low price.
Design principles
Simple: The website should be simple to use. The users do not need to learn a new pattern.
Informative: The website should inform the user. Information needs to be foundation of efficiency.
Results
New subscribers are well informed about Bookchoice and are persuaded to subscribe. Existing subscribers download their books more easily.
- Providing all the information potential customers as well as existing customers need through an FAQ section.
- It is now possible to buy single e-books through the Shop.
- Potential subscribers are able to see e-books from this month as well as previous and next month.
- Persuasive design to convince and give confirmation to potential subscribers.
- Downloading e-books through the improved download section is a breeze.
- Coupons can be redeemed through the redeem section.