Modern Romance // How to transform a store that customers love đź’• into an online powerhouse

  • Ethnographic Research
  • Development Specs
  • Content Strategy
  • Adaptive Website w/ 3 breakpoints
UX Toolbox
  • Information Architecture
  • Content Strategy
  • Sketch / Ideation
  • Wireframe
Half Priced Books



The majority of our research participants fell into this category. They had a strong brand association with HPB = value and personal service.
Instagram research uncovered organic creation of #HPBHaul to showcase the great finds customers enjoyed.
Ethnographic Research

Understanding Customer Motivations

The client expressed a hypothesis that e-commerce sales were low because they didn’t really understand ‘who buys books online…it is a tangible experience‘.

As preposterous as that seems now, 5-years ago companies struggled to understand their customer’s motivations. Trailing sales indicators revealed market segments, but senior leadership grew through the ranks of store managers that had a deep, personal connection to the physical stores and knowing their customers personally.

Once we showed them what #HPBHaul was revealing on Instagram, they began to understand the power of reaching out to customers and asking their motivations directly.

Content Strategy

Paying It Forward

During the ideation phase, our UX team presented concepts to the client using an iconic sketch style that I have embraced for all of my work years later.

The concept of ‘paying it forward’ resonated strongly with the client. I would love to see that feature implemented into an e-commerce platform.

Responsive Design vs. Adaptive Design

2014 marked an inflection point in website design. Responsive Web Design (RWD) was starting to take hold with many frameworks like Bootstrap providing guidance. Commercial projects of this era were still built to an Adaptive Web Design (AWD) standard necessitating  three sets of breakpoints — Desktop, Tablet, Mobile.

Thankfully we have moved beyond that era.