Bookish Crush

Role: Lead Product Designer
Product: Landing Pages for Bookish Crush (B2C)
Period: 2023 – 2024

Summary

Bookish Crush is a Bookish sub-brand for Young Adult readers. It blends carefully curated books with an extended
reading experience—author meetups, supplementary materials, and exclusive literary accessories (bookmarks, lamps, tote bags, etc.).

The challenge

Design distinct landing pages for each title—rooted in the story’s universe and consistent with cover design—
adaptable to box types (with/without Bookish Plus) and clearly surfacing membership benefits: discounts,
free shipping, exclusive content, and special events.

Responsibilities

• Led the design and implementation of the Bookish Crush landing pages.
• Managed an external Webflow partner for development.
• Designed wireframes and interactive prototypes.
• Focused on a frictionless purchase experience.
• Applied a mobile-first approach.
• ~75% of traffic came from mobile.
• Developed a lightweight design system.
• Streamlined handoff and improved scalability.

Impact

• Bookish Plus attach rate: 8% → 14% at checkout.
• Optimised internal and external processes.
• Improved collaboration across design, development, and marketing.
• Sell-through/conversion increased from 90% → 98% of available units.
• Driven by design aligned with content and multichannel campaigns.

Key Learnings

• Webflow enabled rapid iterations and greater implementation autonomy.
• Partnering with specialised external experts improved agility and quality.
• Prioritising mobile-first was key for usability and performance.