🛒 Barnes & Noble 📚

Website Overhaul

🌟Delivered full UX overhaul for e-commerce and in-store experience across web + tablet + mobile

🔹 Strategy Snapshot

📦 Industry: Retail / Bookstore / eCommerce

🚧 Challenge: The legacy website lacked a responsive design, and store experiences weren’t aligned with online inventory or promotions

🛠️ Solution: Redesigned entire eCommerce platform with responsive UX and an in-store companion experience for discovery and pickup.

🎯 Role: Consultant

📅 Timeframe: 2016

🔸 Results

📊 Result:

📈 Boosted mobile conversions

🛍 Improved buy-online, pickup-in-store satisfaction

💻 Delivered consistent brand across web/tablet

The Full Story

1. ❗ The Challenge

Barnes & Noble faced competition from Amazon and lacked an intuitive online shopping experience. Their website was not optimized for mobile and had no bridge to in-store availability.

2. 🎯 My Approach

Key steps:

Led responsive redesign from concept through annotated delivery
Partnered with marketing, design, and IT to align on roadmap
Built reusable design modules (headers, buttons, conditional cards)
Tested prototypes with users across student, parent, and casual reader personas
Created flexible design specs for development handoff and A/B testing

3. 🛠️ Frameworks Used

Tools:

Omnichannel UX Journey Map – in-store and online crossover
Reusable Component Library – scalable patterns across product and content pages
Persona Testing Matrix – validated needs by shopper types
Mobile-First Wireframes – ensured frictionless mobile flow

4. 🧩 Results & Impact

Results: Check it out here: Barnes & Noble. com →

Impact:

✅ Responsive site led to significant mobile traffic growth

✅ Strengthened BOPIS (buy online, pick up in store) functionality

✅ Modernized brand experience across all platforms

“Work shown reflects my strategic contributions; all assets are property of Barnes & Noble”

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