- Craig Hansen, President of Booksamillion.com
- Happy Cog, Design and Development
- Big Communications, Campaign Art Direction
- Steven Lyons, Creative Director
Facing increasing pressure from Barnes & Noble, Borders, and a hard-charging Amazon, booksamillion.com needed a reorganization, refresh, and rebrand to keep its share of the market. It also faced the internal pressure of delivering sales as the flagship store in the 220-store chain.
Working with Craig Hansen to lead the development of the new site, we organized the site roadmap, developed a UX flow, and optimized the sales funnel. Needing to develop a front-end on top our NCOM commerce engine, I tapped Happy Cog to deliver my creative direction through design and development. Long a fan of their work, I knew they would be able to deliver a unique user interface in an efficient visual experience.
While bringing sitemaps, wireframes, brand palettes and imagery, my overall direction was to support a new brand message of “More of everything you love.” Focusing on a comprehensive search function, a perpetual shopping cart, and product modules incorporating a “single-page” experience, Happy Cog delivered our unique front-end that was faster, more efficient, and user-focused. It allowed the user to shop, find, research, and buy more efficiently.
To announce the launch of the new site, I needed to bring “More of everything you love” into the store and external advertising. I brought on Big Communications for art direction and photography in the campaign. Focusing on our simple brand palette and talent photography that reinforced shopping categories, we developed a branding platform that would give us consistent messaging on its own or when accompanying specific titles.