UX Research
UX Design
UI Design
Branding
Visual Design
Read the full case study on Medium
The Context and Problem
The "Cold E-commerce" Gap: Major platforms like Amazon function as highly efficient delivery systems, but they completely strip away the sensory joy, serendipity, and community aspect of physical book discovery.
Choice Paralysis & Trust: User research revealed that readers hesitate to buy books online due to an inability to skim pages (the "browsing" gap) and a deep distrust regarding counterfeit copies.
The Omnichannel Disconnect: Keyword needed to bridge its beloved physical café spaces with a scalable digital storefront without losing its cozy, local identity.
To prevent feature bloat, I mapped a complex, tiered architecture balancing a community feed, AI-driven discovery, and a robust storefront. Visually, the brand is anchored by a tactile palette (Soft Cream and Deep Brown) and the Gwen typeface, evoking the quiet sophistication of a library corner rather than a sterile tech app.
The Solution
"Sneak Peek" Previews: Designed a native sampling feature that allows users to read high-quality excerpts before purchasing, directly mirroring the in-store browsing experience to reduce purchase hesitation.
AI-Powered Discovery Engine: Implemented an interactive recommendation flow that curates books based on a user's current mood, reading appetite, and behavioral history, effectively eliminating choice paralysis.
The Digital-to-Physical Bridge: Integrated a localized café reservation and food pre-ordering system directly into the app, seamlessly merging the digital reading community with Keyword’s physical brick-and-mortar locations.
Takeaway
Keyword proves that e-commerce doesn't have to be purely transactional; by balancing community-driven design with robust architecture, it creates a digital sanctuary for readers.