E-commerce · 2023
Fable
An independent bookshop online that feels like the shop, not like a spreadsheet.
RoleDesign Lead
Year2023
DisciplineE-commerce
Focus
E-commerceEditorialFront-end
The problem
Independent bookshops compete with a company that has infinite inventory and same-day delivery. Competing on those terms is a losing game.
The approach
We built the site around the staff, not the catalogue. Handwritten shelf-talkers, a real person’s name on every recommendation, and a homepage that changes when the staff change their minds.
What happened
Average order value up 44%. Return-customer rate doubled in eight months. People buy from people.
Got something worth
building properly?
Taking on two projects for the coming quarter. Brand, product, or the messy bit in between.
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