Greenlight Bookstore
Redesigning website information architecture for a local bookstore
Goal
Design an intuitive and engaging website experience.
Restructure the website’s information architecture to align with users’ priorities.
Deliver a solution that helps users easily achieve their goals on both mobile and desktop.
Duration
16 weeks
Team
Hridya Nadapattel
Jasmine Chen
Keertana Gunnam
Lanting Ko
Skills
User Research
Information Architecture
Card Sorting
Tree Testing
Prototyping
Tools
Figma
Optimal Workshop
Google Sheet
Background
Why?
Greenlight Bookstore is an independent bookstore on Fulton Street in Brooklyn, known for its warmth and connection to the local community. However, their website has become outdated and no longer meets the expectations of today’s users.Customers struggled to navigate the site, find books, and register for events. This project focuses on redesigning the site’s Information Architecture (IA) to improve discoverability and create a more intuitive experience for users.
Role
How I Contributed to the Team?
This was a 16-week academic project completed by a team of four. I led the design of the Product & Event Detail Pages and contributed to the global navigation, header, and footer. Together, we built a mid-fidelity prototype, and weeks later, I revisited the project to refine and upgrade it into a high-fidelity prototype.
Users
Walk in the Shoes of Our Users
To understand customer needs, we screened people who purchased books from independent bookstores and online within the past two years. Through user interviews, we explored:
How do they decide which book to buy?
What matters most when purchasing books?
What’s their typical buying process?
Why do they choose independent bookstores?
Users
What They Told us
Price matters the most
“If I know I want to buy a book, one of the main things that will be for me personally, is the price.”
Recommendations
“I went to a local bookstore to buy sci-fi books. It’s nice and cozy. The people there are super helpful.”
Community & Atmosphere
“My favorite quality of a smaller bookstore is the helpful employees that aren’t afraid to give recommendations.”
Preview the Book Before Buying
“Does not like online shopping because there is no way to sort of check it out before purchasing.”
Persona (Individual)
Take a Quick Look at Our Users
“I seek for books that help me grow.”
About Blake
Blake works in a small coffee shop in Brooklyn. Her dream is to own a coffee shop in the future. Even though her work is busy, she loves reading between the shifts. Blake follows influencers and authors on social media and decides which book to buy based on their recommendations. She believes buying books in the local independent bookstore can support local businesses. Sometimes, she visits bookstores in person, but she usually buys books online because bookstores are closed after she finishes her work.
🤔 Behavioral Considerations
She reads reviews, rates, and recommendations to decide which books to buy.
She compares stock and prices on different websites.
Discounts are appealing to her.
She expects a easy and secure process to navigate and purchase a book.
😩 Frustrations
She feels frustrated when she can’t find the book she wants.
She thinks that online bookstores provide fewer interactions with books than in-store.
🥅 Goals
She reads books related to entrepreneurship, coffee, and inspiration for preparing her future business.
For relaxation, she looks for some fiction books.
💪 Tasks
She researches with her laptop before buying a book.
She randomly browses on the website.
She takes a peek at sale events before checkout.
Competitive Analysis
Stand on the Shoulders of Giants
To improve usability and discoverability, we analyzed 7 bookstore and 2 e-commerce websites to uncover industry standards, best practices, and key areas for enhancement.
Simplify labels to prioritize key actions
Strengths
Clear menus and structured hierarchy. (Amazon & Barnes & Noble)
Pain Points
Cluttered menus and too many links.(McNally Jackson & Bookshop.org)
Improve filters to boost search visibility
Strengths
Predictive search and robust filters. (Amazon & BetterWorldBooks )
Pain Points
Weak filters, making book discovery difficult. (Bookshop.org & Karrot)
Add prices, previews, and reviews to support informed decisions
Strengths
Detailed book descriptions, reviews, and previews. (Amazon & Barnes & Noble)
Pain Points
Lacked previews, clear pricing, and reviews. (Bookshop.org & McNally Jackson)
Optimize layout to enhance mobile usability
Strengths
Touch-friendly layouts and smooth navigation. (Target & Barnes & Noble)
Pain Points
Small text, unresponsive buttons, and checkout issues. (BookOutlet & McNally Jackson)
Solution
Break down Information Architecture
We analyzed the current structure of the Greenlight Bookstore website using card sorting to understand user mental models. From participant responses, we identified four key categories that users naturally grouped together. Based on these insights, we created our first IA draft to improve content organization and discoverability.
Iteration
Validate & Iterate Through Card Sorting
We recruited 7 participants to test our first information architecture proposal and later refined it with feedback from 15 additional participants.
Iteration
Clarify Content Labels to Improve Task Success (+17%)
6 out of 7 participants failed to find “Picture Book Club.” According to their paths, participants can’t differentiate “Young Reader Reviewer Program” and “Picture Book Club” because they are all under “Program & Subscription”, which might causes confusions.
Separate “Programs” and “Subscriptions” to minimize confusion.
Rename “Young Reader Review Program” and “Picture Book Club for Kids” to make distinctions.
Iteration
Consolidate Pages to Increase Directness (+28%)
4 out of 7 participants hesitated on finding “Event Calendar.” We have “Event Calendar,” “Event Venues,” and “Greenlight Event” under the Event section. Their path shows they went to “Event” but hesitated after choosing that.
Consolidate “Event Calendar” and “Event Venues” into “Greenlight Event” to reduce hesitation.
Information Architecture
the New Information Architecture
Maintain a simple structure in our global navigation.
Move the secondary information to the footer.
Consolidate and rename unclear naming.
Minimum Viable Product
The Must-Haves for Our Users
We defined our scope to focus on two main task flows to meet our users’ and Greenlight Bookstore’s priorities.
Finding book recommendations/reviews before purchasing a book 📖
Meet your favorite author at Greenlight Bookstore store 🎫
Prototype
Tackling Checkout Frustrations on Mobile (Individual)
These buttons are all of similar size and appearance.
The checkout process is the primary task when users complete a book purchase. Most users felt confused and frustrated during the process, especially on mobile. We move back and forth to refine the process to make it secure, seamless, and intuitive for mobile users.
Change button style
Use different button style for sign up and login.
Move secondary information
Since coupon and gift information are not the priority for all users, we can move it to the bottom to let them finish more important actions first, for example, shipping address.
Remove the View Bill button
Users don't appreciate the hidden price-calculating process.
Prototype
Add Items Wherever You Are (Individual)
To improve usability, we ensured users no longer need to scroll back to the top to add items to their cart. A fixed “Add to Cart” button remains accessible as they browse, creating a more seamless shopping experience.
Fix the button
Users can now add items to their cart without scrolling back to the top.
Outcome
Curated by Staff, Rooted in Community
Inspired by the sticky notes I saw on the bookshelves at Greenlight Bookstore. Each carries heartfelt messages from the staff with a warmth unique to this community. I designed the staff picks section to bring this same thoughtful curation Greenlight is proud of to their online experience.
Add the Voices of the Greenlight Team
Outcome
Price Matters Most
Users' primary concern when purchasing books online is budget. Through competitive analysis, I discovered that providing clear shipping information helps users easily understand the overall costs involved.
Provide Clear and Transparent Price Information in Every Process
Outcome
Love it or not? Discover what others are saying!
Based on our research, users prefer online shopping for its convenience and the ability to view reviews and ratings from others. To address this preference, I added a reviews feature and integrated Goodread ratings to supplement customer feedback in cases where Greenlight Bookstore’s customer reviews are limited or unavailable.
Through the Eyes of Fellow Book Lovers
Outcome
Read a Sample Before You Decide
In the research, users expressed a desire to learn more about the book's content. Providing samples offers a preview of the material, helping them decide whether to purchase the book while recreating the in-person browsing experience.
Take a Sneak Peek Before Purchasing
Outcome
Be Part of the Greenlight Community
Events set Greenlight apart from other independent bookstores. With over 10 programs and book groups, Greenlight fosters a close-knit community. We discovered that users love meeting their favorite authors, shopping at book fairs, and attending events with their families through interviews. These experiences connect them not only with the Greenlight team but also with fellow book lovers. To enhance this connection, we aim to ensure users can stay informed about events while browsing the website.
Browse Upcoming Events on Home Page
Reflection
Every Ending Leads to a New Story
If I Had the Chance to Redo It…
I would look at where users first land on Greenlight Bookstore’s website. Is it always the homepage? Or do they often arrive from social media, personal recommendations, or Google Maps? Understanding this could help me design more targeted and impactful entry points that better align with user expectations.
People are attracted to independent bookstores like Greenlight because of their strong sense of community and unique character. We could display more information or features that amplify the warmth and personality of the store.
Working together is always interesting because I can learn a lot from other thinking processes, but it’s also challenging because we need to keep everything coherent and consistent. How could I improve the collaborative process? Align the team through clearer communication, shared design guidelines, or more frequent check-ins.
© 2025 by Lanting Ko. All rights reserved.
© 2025 by Lanting Ko. All rights reserved.
© 2025 by Lanting Ko. All rights reserved.
Greenlight Bookstore
Redesigning website information architecture for a local bookstore
Goal
Restructure the website’s information architecture to align with user priorities, create an intuitive and engaging experience, and ensure users can easily achieve their goals across mobile and desktop.
Duration
16 weeks
Team
Hridya Nadapattel
Jasmine Chen
Keertana Gunnam
Lanting Ko (Me 👋)
Skills
User Research
Information Architecture
Card Sorting
Tree Testing
Prototyping
Tools
Figma
Optimal Workshop
Google Sheet
Goal
Restructure the website’s information architecture to align with user priorities, create an intuitive and engaging experience, and ensure users can easily achieve their goals across mobile and desktop.
Duration
16 weeks
Team
Hridya Nadapattel
Jasmine Chen
Keertana Gunnam
Lanting Ko (Me 👋)
Skills
User Research
Information Architecture
Card Sorting
Tree Testing
Prototyping
Tools
Figma
Optimal Workshop
Google Sheet
Background
Why?
Greenlight Bookstore is an independent bookstore on Fulton Street in Brooklyn, known for its warmth and connection to the local community. However, their website has become outdated and no longer meets the expectations of today’s users.Customers struggled to navigate the site, find books, and register for events. This project focuses on redesigning the site’s Information Architecture (IA) to improve discoverability and create a more intuitive experience for users.
Role
How I Contributed to the Team?
This was a 16-week academic project completed by a team of four. I led the design of the Product & Event Detail Pages and contributed to the global navigation, header, and footer. Together, we built a mid-fidelity prototype, and weeks later, I revisited the project to refine and upgrade it into a high-fidelity prototype.
Users
Walk in the Shoes of Our Users
To understand customer needs, we screened people who purchased books from independent bookstores and online within the past two years. Through user interviews, we explored:
How do they decide which book to buy?
What matters most when purchasing books?
What’s their typical buying process?
Why do they choose independent bookstores?
Users
What They Told us
Price matters the most
“If I know I want to buy a book, one of the main things that will be for me personally, is the price.”
Recommendations
“I went to a local bookstore to buy sci-fi books. It’s nice and cozy. The people there are super helpful.”
Community & Atmosphere
“My favorite quality of a smaller bookstore is the helpful employees that aren’t afraid to give recommendations.”
Preview the Book Before Buying
“Does not like online shopping because there is no way to sort of check it out before purchasing.”
Persona (Individual)
Take a Quick Look at Our Users
“I seek for books that help me grow.”
About Blake
Blake works in a small coffee shop in Brooklyn. Her dream is to own a coffee shop in the future. Even though her work is busy, she loves reading between the shifts. Blake follows influencers and authors on social media and decides which book to buy based on their recommendations. She believes buying books in the local independent bookstore can support local businesses. Sometimes, she visits bookstores in person, but she usually buys books online because bookstores are closed after she finishes her work.
🤔 Behavioral Considerations
She reads reviews, rates, and recommendations to decide which books to buy.
She compares stock and prices on different websites.
Discounts are appealing to her.
She expects a easy and secure process to navigate and purchase a book.
😩 Frustrations
She feels frustrated when she can’t find the book she wants.
She thinks that online bookstores provide fewer interactions with books than in-store.
🥅 Goals
She reads books related to entrepreneurship, coffee, and inspiration for preparing her future business.
For relaxation, she looks for some fiction books.
💪 Tasks
She researches with her laptop before buying a book.
She randomly browses on the website.
She takes a peek at sale events before checkout.
Competitive Analysis
Stand on the Shoulders of Giants
To improve usability and discoverability, we analyzed 7 bookstore and 2 e-commerce websites to uncover industry standards, best practices, and key areas for enhancement.
Simplify labels to prioritize key actions
Strengths
Clear menus and structured hierarchy. (Amazon & Barnes & Noble)
Pain Points
Cluttered menus and too many links.(McNally Jackson & Bookshop.org)
Improve filters to boost search visibility
Strengths
Predictive search and robust filters. (Amazon & BetterWorldBooks )
Pain Points
Weak filters, making book discovery difficult. (Bookshop.org & Karrot)
Add prices, previews, and reviews to support informed decisions
Strengths
Detailed book descriptions, reviews, and previews. (Amazon & Barnes & Noble)
Pain Points
Lacked previews, clear pricing, and reviews. (Bookshop.org & McNally Jackson)
Optimize layout to enhance mobile usability
Strengths
Touch-friendly layouts and smooth navigation. (Target & Barnes & Noble)
Pain Points
Small text, unresponsive buttons, and checkout issues. (BookOutlet & McNally Jackson)
Solution
Break down Information Architecture
We analyzed the current structure of the Greenlight Bookstore website using card sorting to understand user mental models. From participant responses, we identified four key categories that users naturally grouped together. Based on these insights, we created our first IA draft to improve content organization and discoverability.
Iteration
Validate & Iterate Through Card Sorting
We recruited 7 participants to test our first information architecture proposal and later refined it with feedback from 15 additional participants.
Iteration
Clarify Content Labels to Improve Task Success (+17%)
6 out of 7 participants failed to find “Picture Book Club.” According to their paths, participants can’t differentiate “Young Reader Reviewer Program” and “Picture Book Club” because they are all under “Program & Subscription”, which might causes confusions.
Separate “Programs” and “Subscriptions” to minimize confusion.
Rename “Young Reader Review Program” and “Picture Book Club for Kids” to make distinctions.
Iteration
Consolidate Pages to Increase Directness (+28%)
4 out of 7 participants hesitated on finding “Event Calendar.” We have “Event Calendar,” “Event Venues,” and “Greenlight Event” under the Event section. Their path shows they went to “Event” but hesitated after choosing that.
Consolidate “Event Calendar” and “Event Venues” into “Greenlight Event” to reduce hesitation.
Information Architecture
the New Information Architecture
Maintain a simple structure in our global navigation.
Move the secondary information to the footer.
Consolidate and rename unclear naming.
Minimum Viable Product
The Must-Haves for Our Users
We defined our scope to focus on two main task flows to meet our users’ and Greenlight Bookstore’s priorities.
Finding book recommendations/reviews before purchasing a book 📖
Meet your favorite author at Greenlight Bookstore store 🎫
Prototype
Tackling Checkout Frustrations on Mobile (Individual)
These buttons are all of similar size and appearance.
The checkout process is the primary task when users complete a book purchase. Most users felt confused and frustrated during the process, especially on mobile. We move back and forth to refine the process to make it secure, seamless, and intuitive for mobile users.
Change button style
Use different button style for sign up and login.
Move secondary information
Since coupon and gift information are not the priority for all users, we can move it to the bottom to let them finish more important actions first, for example, shipping address.
Remove the View Bill button
Users don't appreciate the hidden price-calculating process.
Prototype
Add Items Wherever You Are (Individual)
To improve usability, we ensured users no longer need to scroll back to the top to add items to their cart. A fixed “Add to Cart” button remains accessible as they browse, creating a more seamless shopping experience.
Fix the button
Users can now add items to their cart without scrolling back to the top.
Outcome
Curated by Staff, Rooted in Community
Inspired by the sticky notes I saw on the bookshelves at Greenlight Bookstore. Each carries heartfelt messages from the staff with a warmth unique to this community. I designed the staff picks section to bring this same thoughtful curation Greenlight is proud of to their online experience.
Add the Voices of the Greenlight Team
Outcome
Price Matters Most
Users' primary concern when purchasing books online is budget. Through competitive analysis, I discovered that providing clear shipping information helps users easily understand the overall costs involved.
Provide Clear and Transparent Price Information in Every Process
Outcome
Love it or not? Discover what others are saying!
Based on our research, users prefer online shopping for its convenience and the ability to view reviews and ratings from others. To address this preference, I added a reviews feature and integrated Goodread ratings to supplement customer feedback in cases where Greenlight Bookstore’s customer reviews are limited or unavailable.
Through the Eyes of Fellow Book Lovers
Outcome
Read a Sample Before You Decide
In the research, users expressed a desire to learn more about the book's content. Providing samples offers a preview of the material, helping them decide whether to purchase the book while recreating the in-person browsing experience.
Take a Sneak Peek Before Purchasing
Outcome
Be Part of the Greenlight Community
Events set Greenlight apart from other independent bookstores. With over 10 programs and book groups, Greenlight fosters a close-knit community. We discovered that users love meeting their favorite authors, shopping at book fairs, and attending events with their families through interviews. These experiences connect them not only with the Greenlight team but also with fellow book lovers. To enhance this connection, we aim to ensure users can stay informed about events while browsing the website.
Browse Upcoming Events on Home Page
Reflection
Every Ending Leads to a New Story
If I Had the Chance to Redo It…
I would look at where users first land on Greenlight Bookstore’s website. Is it always the homepage? Or do they often arrive from social media, personal recommendations, or Google Maps? Understanding this could help me design more targeted and impactful entry points that better align with user expectations.
People are attracted to independent bookstores like Greenlight because of their strong sense of community and unique character. We could display more information or features that amplify the warmth and personality of the store.
Working together is always interesting because I can learn a lot from other thinking processes, but it’s also challenging because we need to keep everything coherent and consistent. How could I improve the collaborative process? Align the team through clearer communication, shared design guidelines, or more frequent check-ins.