Just like all the traditional bookstores, Xinghua bookstore, the largest and only country-wide bookstore chain in China, is having trouble adapting to the internet age. They are looking for a product idea that would help them re-position their brand and regain market share.

This is an independent project and involves market analysis, user research, interaction design and prototyping for 4 days. 


Research and Problem Definition

Time's changed. Bookstores need to run in a different way. In China, Fangsuo represents the new trend: Bookstores can also be a coffee shop, a store, and a public art space. 

 Fangsuo bookstore in Guangzhou, China

Fangsuo bookstore in Guangzhou, China

But how does Xinghua competes with these hipster kind of bookstore? Xinghua was established back in 1937. It's one of the most famous brand in China and everybody went there at least once in their life time. The brand has a rich history and undeniable influence on Chinese culture for generations.

As a designer, I decided to pitch a product that connects people back to their good old times with Xinghua.



 Introducing: "Xinghua: My exclusive memory"


" My exclusive memory " is an interactive public installation. People are invited to take out books from shelves where these books all have sensors. The books were put into categories and LCD screens would show the number of books been taken out from each category.

When the number reaches the maximum, A video would start playing on the screen. The video would tell a story about one loyal Xinghua customer and her exclusive memory with Xinghua.


Paper prototyping

To test out my idea, I created a 40:1 paper prototype to see how the product works in scale. The prototype was designed with ergonomic references such as human dimensions.


Persona and journey mapping

A family persona set was created based on qualitative and quantitative data as well as user interview. The user journey map illustrates how the family would encounter with the product and Xinghua's branding.