Wonderbly
Product Design & Strategy, Research & Insights
Wonderbly is an award winning personalised book publisher that produces personalised books for children and grown-ups. The London-based publisher launched back in 2012 are recognised for their best selling titles Lost My Name, Where Are You, Magic Hugs for You and many more, literally.
Dominic previously worked with the business back in 2017 and was rehired by the same Product leadership team to lead the digital product design approach and strategy for the upper funnel experience for their ecommerce site. The business were facing challenges where customers were not being accurately navigated through the experience to explore the broad range of books the publisher has to offer. For context, when Dominic worked with Wonderbly in 2017 - their book range count was just 12. Whereas of 2022/23 it stands at 70+ books.
Upper Funnel
During Dominic’s second stint with Wonderbly and tasked with the Upper Funnel brief - he went on to lead workshops with key stakeholders of the business. To leading interviews and testing with customers, which included creating a discussion guide of questions - to running the interviews and designing the prototype that users interacted with. He worked closely with Product Manager Lisa to synthesise and collate key insights, themes and recommendations for the business.
Utilising the designs and prototypes as a way to capture what was tested with users and relaying the feedback users had into the designs. To be able to clearly communicate and contextualise the design solutions and approach that could be implemented into the live experience.
Standout features from the user testing were:
Hero Carousel - enabling the user to see more product or content-led posts
Product Rails - allowing users to browse a number of products without scrolling too far down
Shop by - showcasing the broad range of products but helping navigating users based on their gifting needs
Key User Info - surfacing key aspects of the product and experience that users were keen to know about personalising
Design & Content Management
Dominic also supported the Content Management team by producing a detailed annotation of the marketing related design components from within Figma. This was to illustrate as accurately as possible, how these design components would best accommodate creative assets produced by the internal Creative team of Wonderbly - to provide them with more visual guidance. But to also reflect the capability of Prismic. This was to ensure that any creative produced for marketing or commercial led efforts, that the creative would be designed accurately for each touchpoint and best cater to users using responsive devices.
Brand Audit
An additional brief arose during Dominic’s time with Wonderbly, where the Product and Creative team leadership wanted him to conduct a Brand Audit. Where he would be reviewing the experience from a birds-eye / holistic view, to outline how the brands content and language were being used and positioned throughout the user experience.
He reviewed the current experience, provided guidance on a new approach of the way the business could think towards experience design and content strategy. He utilised other brand examples both within the publishing world and outside, to convey his thinking as he was constrained to just 3 days to execute the work. He also reviewed the existing components which the business had within their DS - as a way to outline which components could be used throughout the experience to elevate the brand story and narrative to customers.
Brand Audit was conducted in Figjam.
Rebrand & Design System
Towards the end of his stint with Wonderbly, Dominic supported the business through a rebrand transition. Where the business were going through a rebrand project led by Australian-based design studio Lovework, Wonderbly Chief of Product - Nick and Creative Director - Karen. Dominic would take the work produced by Lovework to translate into the existing Design System on Figma. But to also inform how the new design direction would seamlessly translate into digital product design best practices from a site build perspective but also components within Figma.
