PRODUCT: Shopping Personalization | CLIENT: Estante Mágica | KEY ROLES: Product Design, UI/UX
Estante Mágica is one of Brazil’s main social impact edtech companies and Latin America’s largest reading and writing project. Its main product enables more than 2.5 million kids in 8 countries to become authors of their own books for free.
I was asked to explore new ways to increase the costumer average ticket price without adding new products to their catalog. The final solution: give personalization options for their main product.
Main user flow prototype on Figma
Shopping User Experience
The new shopping experience should enable seamless product personalization and make it easier for the user to buy what they want. To start, we would offer two different customization options: book themes and messages.
To optimize time, I researched many solutions from direct competitors and even other companies that offer product customization. Then I created the main structure of our experience using that proven and tested data, adapting it for the company’s context.
After some user tests and lots of feedback, we improved the initial experience, balancing personalization options, ease of use, and flexibility.
Mobile version of the product customization shopping experience
Book Design
While conducting the shopping experience tests, I also started exploring the new book visuals and theme options. Those user tests were a great way to understand the solution that resonated better with families.
With that in mind, I brought themes based on popular story genres written by kids, and explored a monochromatic cut-out style that was eye-catching while highlighting the kids’ work.
To speed up the new book designs and support previously available personalizations, I created a tiny design system that boosted the color variation options and simplified controls to iterate and test the design with different user-generated content.
Message Wall
Another important personalization option was the Message Wall.
Estante Mágica has a web page for each kid writing their own stories. On these pages, families can buy the printed book, read the digital copy, and send messages to keep the kid engaged.
Many families asked to include those messages in the printed book. Taking this into consideration, I updated the messages section on the kids’ web page and integrated it with the new customization experience.
Besides that, we modernized the book’s last page, encouraging families to visit the kid’s online page - creating more value for the whole experience and new selling opportunities.
Embracing the full creative and product process gave me an interesting perspective while creating each of the experiences.
Feedback gathered in user tests not only shaped the shopping UX but also other areas, from visuals to product, resulting in a more engaging package.
