Omnivore Bookstore - Case Study Summary

How I redesigned Omnivore's bookstore e-commerce website to succeed and to stay in operation, and to reflect their brick-and-mortar experience.

Design Extension

Redesigning with Intention


Pen and paper






Business Analysis

Competitive Analysis

Comparative Analysis

User Interviews

Customer Journey

User Flows

Heuristic Evaluation

Content Strategy




Usability Testing





2 weeks sprint





Change is Inevitable

Omnivore bookstore is a small and independent business that is struggling to survive. It is a bay area’s only culinary bookstore that’s been open for over 12 years and focuses on vintage and antiquarian books, the majority of its business comes from its brick and mortar.


Their e-commerce website is currently up and running, however, it doesn’t support the business to survive now and succeed in the long haul, nor does it reflect the brick and mortar experience.

How Might We?

How might we boost Omnivore’s sales through their e-commerce website so that they stay in operation?

How might we reflect Omnivore’s identity on their e-commerce website?



The Center Stage

The largest collection in the bookstore is the vintage and antiquarian collection. When in the store, people experienced exploring this collection in depth such as touching the book cover or flipping through the pages, such experience is valuable in decision making and it is missing in the e-commerce website.

The Center Stage.jpg

People to People

The customers are friends, neighbors, acquaintances, and most importantly, a local community. Extending this community essence to the online experience is important, as well as serving a broader market to sustain the business.

events 02.jpg
Celia icon.jpg

Celia, The Passionate Owner

The force behind Omnivore Bookstore is Celia, the owner. Her passion, conversations, recommendations, and personal interaction with the customers is part of the experience. While Celia is always there at the store, the interaction with her is missing from the current e-commerce experience.

Style Guide.jpg

Guided by the Brand

With all the books you can find in Omnivore, as well as the merchandise, flyers, and the book club registration, the brand is still simple and authentic. Maintaining that is key.


Design Solution

A redesigned Omnivore e-commerce website experience, by strategizing content and focus on the vintage and antiquarian collection, directly and indirectly connecting the customers with the owner, Celia, bringing the community together online, translating the simplicity of the store experience, and catering to a broader market, Omnivore will boost its sales and reflect the brick-and-mortar experience.

Book view mock up.jpg
Full mock up website.jpg
books mock up.jpg




I ran usability testing on the prototype with 5 people and iterated several times based on the feedback.

Design Changes

Filters option placement was not clear.

Products needed more relevant details.


Customer journey shows how adding Celia to the online user experience brings confidence for new customers’ experience, excitement and familiarity to returning customers’ experience.


Business analysis helped guide Omnivore e-commerce website to be an international store with a local and authentic flavor.



Design is just one piece of the puzzle. Other pieces of the puzzle need to be taken into consideration such as marketing, social media, partnerships, technology, e-commerce dashboard design and experience, and all what makes a business a business.


It doesn’t always mean stripping away everything, but rather leveraging what has worked and also use it as a guide to redesign the experience.



Vintage books collection's photos and details are from Omnivore's website.

Food illustration are from