A new feature concept to increase engagement and connect readers with authors in Goodreads.
Goodreads
Role: UX Research & Design
Timeline: 1 month
Tools: Figma, Mural
Overview
Since 2006, Goodreads has been the go-to tool for users to discover and share books they’re reading. However, not a lot has been done in the way of innovation and keeping up with modern UX/UI patterns, and over time expectations have fallen short for their user base (just take a scroll through the comment section of a few Goodreads Reddit threads).
As a Goodreads user myself, I wanted to see if there was a way to turn that around and spark joy for the everyday Goodreads user with a new conceptual feature.
The Problem
Insights from user research revealed a general lack of excitement and dissatisfaction with book their book recommendations.
The Solution
A new chat feature that increases user engagement by connecting them with authors and helps in the discovery of new books.
My UX Process
Discover
Competitive Analysis
User Interviews
Define
Affinity Mapping
POVs & HMWs
Storyboarding
Develop
Task Flows
Wireframing & Prototyping
Usability Testing
Deliver
Iterations
Discover Phase
Competitive Analysis
As Goodreads was one of the first to succeed in the book recommendations market, they’ve relied on their large user base of approximately 45 million monthly active users (MAUs) as a strong moat from any direct competitors, such as StoryGraph, BookBrowse, and LibraryThing (who have a fraction of MAUs, the next highest being Storygraphs 1.2 million MAUs).
Of course, being a subsidiary of Amazon doesn’t hurt either (more on that below). Indirect competitors include publications like the New York Times Best Sellers list, public books clubs (Oprah’s Book Club, Reese’s Book Club, etc.). However, these book lists/clubs have faced public scrutiny for the methods by which they compile their lists (such as publishers purchasing massive quantities of their own books to make ‘Best Sellers’ lists, or Reese Witherspoon adding books to her Book Club to secure the rights of producing a movie or limited series adaptation of the story, rather than the quality of the book.
User Interviews
To get a better understanding of the current Goodreads user experience, I interviewed 4 participants between the ages of 30-65. Their responses varied widely, from general disdain for the functionality of Goodreads and the outdated look and feel, to the need for better book recommendations and more excitement.
“I wish it was a little more exciting or engaging….it looks like what Facebook looked like in 2007…the search functionality is also awkward.”
“Finding recommendations for similar authors and other books they wrote seems to have gotten more difficult. I’d like to see what else they’ve done, like a discography for a musician”
“Not fond of their shelves feature…it can be difficult navigating between them and you can’t search for books while you’re in one. The only books that pop up are ones in that shelf.”
Define Phase
Affinity Mapping
After mapping the interview responses, it was clear that Goodreads had several areas that could be addressed but I had to prioritize which ones to focus on given time project scope and feasibility. By using the insights I’d uncovered, I began thinking of potential new features that might increase user engagement.
Insight 1 - Legacy look and feel
User’s were rather unenthusiastic when it came to the interface design, with an emphasis on it’s outdated appearance and clunky functionality.
Insight 2 - What else have you written?
When users find a new author they like, they want to know what else they’ve written as a way of finding new books.
Insight 3 - Not part of the Amazon fan club
While users are aware Amazon owns Goodreads, they don’t like buying books through them.
How Might We create a more engaging way of providing book recommendations to Goodreads users that’s convenient and provides value?
Storyboard
I wanted to explore a way that used the fondness that book lovers have with authors they enjoy that could promote more engagement and also lead you to discover new books. After sharping my pencil and breaking out the sketch book, I asked myself:
What if you were able to send a direct message to an author, like you might be able to in other social apps?
And from there, discover more books the author had written you weren’t previously aware of?
Would this excite the user? Would they use this feature?
*Sketch of user direct messaging with an author
Develop Phase
Task Flows
To visualize the user’s journey, I created a task flow of the happy path for direct messaging an author, and then viewing a direct message received from an author. Creating these task flows served as a helpful reference as I began mapping the information architecture and identifying the various screens the user would navigate through. In turn, these screens would be used in creating my initial wireframes.
Low to High Fidelity Wireframes and Prototyping
Taking note of the existing Goodreads design system and patterns already in place, I sketched a variety of low fidelity wireframes for what direct messaging an author would look like, and how it would differ from what’s currently used. After some initial feedback, I then translated them to higher fidelity wireframes that I would use for usability testing.
Usability Testing and Findings
After conducting 4 usability tests via Zoom with users ranging in age from 25-36 to understand the effectiveness of my design, I found that there was a need for a clearer signifier for the Direct Message feature on the Author’s profile page, and that the message thread itself was rather confusing across the board (“More of an email vibe” one tester pointed out).
Deliver Phase
Iterations
I made iterations based off of the feedback from usability testing, which included an entirely revamped direct message thread that resembled modern day chat features. While the redesign of the direct message thread was outside the initial scope of my project, given how universal the feedback was it had to be addressed.
Final Prototype
Click through the finished version!
Outcomes & What I Learned
Working within existing design systems
I found working within Goodreads’ design system to be pretty interesting and a little challenging. I ended up having to make a few trade-offs here and there between what the research was showing and what was currently possible within Goodreads’ UI patterns.
Additional research would have been nice
I would’ve liked to have had the opportunity to interview 1-2 more Goodreads users, but due to time constraints I was unable to. While I was able to glean insights from those whom I did interview, more research would have helped confirm the direction I was going in.
Next Steps
Next steps for Goodreads will be further testing on the new iterations and to gather continuous feedback from users. More user interviews could be conducted to build on some of the other interesting ideas that users shared in previous rounds of research.
