Reinventing the largest Italian digital bookstore’s user experience.
InMondadori is the largest online Italian store selling books, movies, and music owned by Mondadori Group.
In an increasingly competitive market and after a massive re-branding process that turned Bol into InMondadori, the goal was simple: reinvent user experience in buying books online, boosting sales.
Inside a store to find out how people choose books
We conducted a field study to observe how people discover and choose books, how they evaluate them, and how they interact and explore the surrounding physical space to find a new one to read.
One of the most interesting insights that we developed is the one concerning the sensorial relation between person and artefact, especially if the latter has a cover, which proves to be essential in decision making, an aspect that is often overlooked when buying online.
An immersive experience consistent with Italian buying behavior
Imagine a user interface that’s like a big bookstore where the user can dive into shelves and shelves of books, simulating actual perception of the physical object.
Imagine an invisible interface that enhances the products on any type of desktop, tablet, or mobile device, making the experience of discovering and buying ubiquitous. This is what the new inMondadori is all about.
A new buying experience
We designed a new service that radically changes the online book-buying experience: The user who is buying online feels as if he were doing it in the store, whatever device he or she decides to use, thus experiencing something closer to him or her being actually in the bookstore.
Shelves and shelves of books
The new user interface displaying the booklist makes the user feel as if he or she were in front of a library full of books, just like in a bookstore, whatever the screen size.
Invisible user interface
The user interface, minimalistic all the way through, is designed directly by the shape of the product and disappears or is minimized to its strictly necessary elements, allowing the user to fully experience the act of purchasing.
Product treatment was optimized to render the physical object in the best possible way, giving the user the feeling of beholding the actual thing.
Register? No, thanks!
Buying through the InMondadori store is simple and easy: you don’t have to register, identify yourself, or use loyalty cards unless you want to.
Ever more integrated in stores
InMondadori has continued to monitor its customers’ user experience, aiming to achieve further integration in various contexts.
Following integration in the Kobo Reader, the project is expected to stretch out towards the mobile realm and add on to the in-store experience, consolidating the experience offered to customers.
Thanks to the new UX design, the online transition from Bol to InMondadori was a success, showing an increase in consumer adoption and loyalty.