A UX Design Project

Product & Purchase Page

An exploration of the book publishing industry, and monetizing a showcasing website for on site purchases.



Random House publishers has a site showcasing children’s books – RHCBooks.com. Each book is described in detail, and the site links to various options to purchase from external distributors.

The Challenge:

Redesign and convert their individual product pages into functional purchase pages so visitors do not need to leave the site to purchase the books.

The Process:

By first researching the children’s book industry, meeting with users, and analyzing the data, I was able to brainstorm and ideate an informed design to keep visitors on the site to move forward with their purchase. 

The Result:

The end products of a few weeks were prototypes faithful to the goals and brand of Random House, informed by the challenges of the industry, the company’s needs and the customers preferences and behavior. 


Comparative Research, Interviews

  • Browsed various ecommerce websites, with a focus on booksellers.
  • Comparative research of various booksellers, reading articles describing the business, and challenges.
  • Interviews over the phone with four users across the spectrum of potential children’s book shoppers using a prepared outline of questions. One of those interviewed proved to be an unsuitable match for the project due to their limited experience shopping for books online and offline, and I needed to search for an alternative user. 

Empathy Mapping

Took comprehensive notes from the user interviews and sorted them in empathy maps to compare the various responses and feelings expressed during the interviews. 


Created Personas presenting the spectrum of target customers to understand and empathize with the clientele. This served to guide the design and stakeholder decisions towards the ultimate goal of the project – to service the customer in a manner tailored to their real-life experience and behavior. 

Flow Analysis

Mapped out the current flow of the website to draw awareness to the context of our product page – what possible steps would proceed and follow. 


Brainstorming, Sketches

  • Outlined in a document a comprehensive list of existing features, and new features and functionality needed to meet the needs and behavior of the users and the stakeholders. 
  • Sketched various layouts based on the features culled from the needs of the customers. Mixed and matched the placement of the features to explore out-of-the-box possibilities.


Wireframes and Prototypes

Sketched various layouts based on the features culled from the needs of the customers. Further combinations of feature placement were explored in the process. A high definition prototype of the PC and mobile experience were produced, delivering to the stakeholders and and users a design true to their practical needs and behavioral style. Further iterations will be expected after future user testing and real world insight.  

Marcus Dixler – Portfolio