Grassrootz Bookstore's
Journey Map and Report
Telling a cohesive story by walking through the user’s journey
Overview
For this project, I evaluated the Phoenix-based Grassrootz Bookstore and Juice Bar website to see how successfully it meets the expectations of its target audience. After conducting usability tests and translating my findings into a user journey map, I produced a recommendation report highlighting ways to improve clarity, usability, and engagement. Through this work, I learned how to gather meaningful insights from users, design more intuitive experiences, and confidently support businesses in achieving their vision.
- Conducted structured usability tests to evaluate site performance, identify pain points, and assess alignment with the needs of the target audience
- Developed a detailed user journey map that visualized user emotions, actions, and friction points, revealing clear opportunities for improved usability and engagement
- Delivered an actionable recommendation report that strengthened my skills in user research, experience design, and collaborating with businesses to align solutions with their goals and vision
Challenges
Gathering accurate information about their target audience
Reaching and understanding their user base required additional effort and research
Translating raw data into insights
Usability findings were broad and varied, requiring careful synthesis to create a clear user journey
Balancing design goals with business needs
Understanding the brand’s context and business needs required careful distinction between true needs and desired features
Solutions
Solution: Studied audience and designed a persona based on observations
Conducted multiple on-site visits to observe the bookstore’s audience and crafted a persona to offer more insight into their primary audience
Solution: Structured analysis process
Organized diverse usability findings using affinity mapping and thematic grouping to identify clear patterns across participants
Solution: Prioritization framework
Separated essential requirements from optional features by evaluating impact, feasibility, and alignment with the business’s long-term vision
Outcomes
Clearer
User Journey
Created
Improved
User
Understading
Refined
Design
Direction
Explore the work
To dive deeper into my research, please explore the links below:
