During our interviews, users have shared feedback about not knowing where to start. They need recommendations and easier ways to learn about our series and genres.

We have also learned from the survey that one of our readers' goals is to find books on our website and purchase them later from other retailers.

At Harlequin, we use the Double Diamond Theory and Lean UX process to incorporate the key phases of Discovery, Definition, Ideation and Implementation in all of our projects.

Following our customer interviews and surveys, we compiled our findings and were able to create a customer journey and persona. These rich data formed a great foundation to move into feature ideation and prioritisation.

Finally, we are putting our creation to the ultimate test! One of the tasks we assigned to our testers is to buy a Print book in a Series from a Retailer on our new product detail page. After observing them interact with the low-fi wireframe in usability tests, most testers were not able to locate the book format tab and missed the retailer option. With multiple rounds of improvements, we have finally landed on a design that allows the testers to complete their task efficiently.

Detailed qualitative research is important for successful product development. It does not only help us to raise unanswered questions but also drives us to think critically as a team to come up with more solutions. By identifying the user's persona and her needs through journey mapping, we have discovered many opportunities to make our product better in every aspect for our users.

Another lesson we have learned from this project is that making assumptions can lead to failures. Fortunately, we were able to identify the problems early on from our prototypes with usability testing. By displaying all the information according to the user's needs at a glance, they can complete their goal more effectively and efficiently.