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Paperbacks in Saigon

Paperbacks in Saigon ( is a unique bookstore that specializes in providing English-language books and novels to customers in Vietnam. The website features a wide selection of both fiction and non-fiction titles from a variety of genres, including science fiction, romance, history, and more.




Design, Development, Maintenance

Challenges ๐ŸŽฏ

Identifying the challenges helps to ensure that the website is designed to address specific problems or issues that the client is facing.

  1. Dependence on Instagram & Physical Location: A business that relies solely on Instagram for sales may be vulnerable to changes in the platform’s algorithms, policies, or user behavior. This can affect their ability to reach their target audience and make sales.
  2. Difficulties to find products.
  3. Difficulty to place custom order.
  4. Difficulty to find information: address and updates.
  5. Branding Limitations: Instagram’s branding options are limited, and a business may struggle to establish a unique brand identity on the platform. A website can provide more opportunities for branding and customization.
  6. Lack of Data and Analytics: Without a website, a business may miss out on valuable data and analytics that can help them understand their customers and improve their sales strategy.

Targer Audience (User Personas) โœ๏ธ

Conducting user research helps to identify the needs, goals, and pain points of the website's target audience. By designing a website that is tailored to the user's needs and expectations, the website can stand out in a crowded market and attract more users.

* The names and avatars of these personas have been changed due to privacy reasons

25 years old

Description: Ben is a avid reader who loves discovering new books. He is a student and lives in Saigon. He prefers to read physical books rather than ebooks.

Find new books to read, learn about upcoming releases, and purchase books online.

Difficulty finding new books to read, limited availability of physical books, and high prices for imported books.

35 years old

Description: Grace is a busy professional who is looking for a gift for her book-loving friend's birthday. She lives in Saigon and has limited time to go to physical stores.

Find a gift for her book-loving friend, purchase the gift online, and have it delivered to her friend's address.

Limited gift options, lack of convenience, and high delivery fees.

40 years old

Description: Emily is a English teacher who is looking for books to use in her classes. She works at a language center in Saigon and needs books that are suitable for different levels and ages.

Find books that are suitable for her students, purchase books in bulk, and get a discount.

Limited selection of books for teaching, high prices for imported books, and difficulty finding books for different levels and ages.

Solutions ๐Ÿง 

After carefully go through the challenges the client is facing along with considering ways of solving the customer's painpoints to achieve their goald, a design and development strategy is devised to provide the solutions for the problems.

  • An Ecommerce website with search functionality and category organized by genres.
  • A custom order page that visitors can fill out the information to ask for estimates of the book theyโ€™re looking for.
  • A section to show all the physical locations that visitors can visit.
  • Checkout process to reduce manual labor and convenient to visitors.
  • A blog functionality to update the latest news or book reviews from Paperbacks.
  • Messenger popup bubble.

Results ๐Ÿ“ˆ

After rounds of feedbacks and consultations, the final product is launched successfully

  • A user-friendly website that is easy to navigate and search for specific books
  • A wide variety of genres and titles available, including hard-to-find and imported books
  • Ability to place custom orders for books not currently in stock
  • Discounts and promo codes that can be easily applied at checkout
  • Ability to choose between physical store pickup or delivery to their preferred location
  • A convenient way to browse and purchase books without having to visit a physical store.

Few words from my client ๐Ÿค

Great expertise, hardworking, attentive and patient

Hello my name is Shing and I'm the founder of Paperbacks in Saigon. When our business first started, we were struggling to create a website which offers e-commerce, as well as was functional and with attention to design. Then, Binh found us and offered to help. Fast forward one year and we have sold over 200 orders through our website, which also continues to improve as time goes on. Binh is an expert as what he does, but that isn't his best trait. His best trait is the ability to listen and to find solutions best suited for his client(s), based on what they need.

Mr. Shing

Founder of Paperbacks

Thanks for reading my case study! ๐Ÿ™Œ

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