Website Redesign

The Brief

Working with one of the largest privately-owned high street bookstores the brief was to reinvent the online experience for Waterstones. To make .com a pathway to the stores and build customer loyalty.

The solution

I lead the creative UX and User Research on the redesign of their online presence. From the outset, this project was a challenge to deliver the customer experience expected from Waterstones within their shops.

Creating a fully responsive e-commerce site that harmonised with the in-store customer experience. The site allows for shops to engage directly with consumers and deliver their own personalised content

Online Brand Guidelines and Pattern Library
Delivering a new online brand identity in a form that was useful for future development and accessible company-wide


  • 20% increase in sales over the first month

  • Improved SEO with people finding content easier and linking directly to it via search

  • Huge increase in mobile and tablet traffic

  • Quicker implementation of new products from 24 hours to 10 minutes

  • Nominated for the Wirehive 100 awards 2015

© 2020 by Tim Pelling.