Dymocks Website Redesign
Client: Dymocks bookstore
Role: Lead Designer
Skills: Branding, User Journey, Wireframing, Prototyping, UI Design
Role: Lead Designer
Skills: Branding, User Journey, Wireframing, Prototyping, UI Design
Honouring the Brand’s Rich Heritage
With 140 years of history as a trusted bricks-and-mortar bookstore, Dymocks had experienced solid growth in online sales. However, their leadership recognized an opportunity to expand further into the digital realm. This project provided an exciting chance for me to collaborate with my team and the Dymocks team across various disciplines. Together, we focused on refining the online experience, enhancing digital engagement, and driving sustainable growth, all while remaining faithful to the brand's rich heritage.
With 140 years of history as a trusted bricks-and-mortar bookstore, Dymocks had experienced solid growth in online sales. However, their leadership recognized an opportunity to expand further into the digital realm. This project provided an exciting chance for me to collaborate with my team and the Dymocks team across various disciplines. Together, we focused on refining the online experience, enhancing digital engagement, and driving sustainable growth, all while remaining faithful to the brand's rich heritage.
Research
The research involved engaging with a reflective cross-section of Dymocks' target market, using existing segmentation data from the marketing team. Both current and potential high-value customers were interviewed to gain insights. By understanding real customer behaviour, I was able to create a comprehensive list of areas for improvement in the Dymocks online experience.
User testing revealed key insights, such as the need for clearer category structures, more intuitive product filtering, and a streamlined checkout process to reduce friction.
The research involved engaging with a reflective cross-section of Dymocks' target market, using existing segmentation data from the marketing team. Both current and potential high-value customers were interviewed to gain insights. By understanding real customer behaviour, I was able to create a comprehensive list of areas for improvement in the Dymocks online experience.
User testing revealed key insights, such as the need for clearer category structures, more intuitive product filtering, and a streamlined checkout process to reduce friction.
Online-Conscious Shoppers
The goal was to enhance the Dymocks experience—making it easier for customers to buy both in-store and online while meeting the evolving expectations of today’s digitally savvy shoppers. We focused on improving site navigation, refining on-page journeys, and optimising conversion paths, all validated through rigorous user testing to ensure a high level of confidence in our decisions. Development was outcome-driven, with a strong emphasis on attention to detail to navigate the complexities of the build, ensuring a seamless and engaging customer experience.
The goal was to enhance the Dymocks experience—making it easier for customers to buy both in-store and online while meeting the evolving expectations of today’s digitally savvy shoppers. We focused on improving site navigation, refining on-page journeys, and optimising conversion paths, all validated through rigorous user testing to ensure a high level of confidence in our decisions. Development was outcome-driven, with a strong emphasis on attention to detail to navigate the complexities of the build, ensuring a seamless and engaging customer experience.
Redesigning the Category and Book Listing Pages
The overall structure of the category pages was addressed by redesigning the layout to adopt a more hierarchical style. This approach highlighted a prominent promotional area, followed by smaller, targeted promo titles that were designed to encourage greater user engagement. Featured product promos were strategically placed within the body content to highlight key products and add visual interest as users scroll through the page.
Similarly, the book listing page was redesigned with a more hierarchical layout, showcasing a prominent promotional area followed by smaller, targeted promo titles to boost user engagement. Additionally, the page's filtering options were improved to provide users with a more intuitive and streamlined browsing experience.
Filter update
The product listing filters were redesigned with a focus on functionality and effectiveness. Rather than simply managing the volume of products, the goal was to enhance the relevance of search results, addressing what users truly want—relevant options. By limiting the number of filter choices to those that closely match user needs, we aimed to create a more focused and efficient browsing experience, making it easier for users to find the products they’re looking for.
We implemented an 'Apply Filter' button, giving users control over when they finalise their filter selections. This approach ensures users can review their choices before applying them, providing a more intentional browsing experience for customers.
We implemented an 'Apply Filter' button, giving users control over when they finalise their filter selections. This approach ensures users can review their choices before applying them, providing a more intentional browsing experience for customers.
Updates to the Navigation
As part of the website overhaul, we completely rebuilt the navigation system. Previously, the site relied on a floating action button for navigation—an approach that didn’t make the best use of available space. Menus shouldn’t be hidden when there’s room to display them, as navigation serves a purpose beyond simple wayfinding. It helps users understand the scope of content and offerings, providing crucial context cues about who you are and what you do.
Through confetti diagram analysis, we observed that users were heavily relying on the search function as the primary means of navigating the website. This highlighted a clear opportunity to implement a more conventional, intuitive navigation system. By shifting to a more structured layout, we not only improved content discoverability but also boosted user confidence in exploring the site. As a result, user engagement increased, and the overall browsing experience became explorative and more enjoyable.
Navigation tree addressed
Dymocks' navigation was overcrowded, which hindered usability and made it difficult for users to locate relevant information efficiently. We decided to reduce the initial offerings in the menu to seven key pages, providing a more streamlined experience and decreasing the likelihood of users leaving the site prematurely.
For websites with an extensive number of pages, a mega menu offers a more structured and user-friendly alternative to traditional drop-down menus. By presenting content in a well-organised layout, mega menus improve discoverability and enhance the overall user experience. Prioritising clarity and simplicity in navigation design ensures greater engagement and ease of use.
Optimised Navigation
The initial navigation system had technical limitations, which created challenges that impacted Dymocks’ user experience and conversion rates. By redesigning the navigation, we delivered a more intuitive user experience that enhanced discoverability and provided users with better overall engagement with Dymocks’ offerings. Customer feedback also highlighted improvements in ease of navigation and overall shopping experience.
Dymocks website's redesign
Dymocks’ impressive 140-year legacy as a trusted bricks-and-mortar bookstore provided a solid foundation for their continued growth in the digital space. The opportunity to collaborate with both my team and the Dymocks crew across multiple disciplines allowed us to refine the online experience, enhance digital engagement, and foster long-term growth, all while honouring the brand’s rich heritage. This project exemplified the power of collaboration in driving meaningful, sustainable change.