Andrew Vanderslice
Tara Villanueva
Tony Kratz
 Zavelle’s
Current Situation
 Strategy & Positioning, Opportunities,
Success Metrics
 The Four Personas
 Information Architecture
 What’s the ‘big idea’?
 Website Wireframes
 Mood boards
 Creative Comps
ZAVELLE’S BOOKSTORE
 Zavelle’s
has served Temple University for
over 80 years.
 Located by North Broad & Oxford.
 Seller of discount textbooks for college
students.
 Despite
its long history as a bookstore for
discount used textbooks and its convenient
location on Temple’s main campus, Zavelle
Bookstore is virtually unknown by many
students.
 Prices can still be higher than in other
retailers, such as Amazon.com
 Online selection limited
 Website visually unappealing
ZAVELLE’S BOOKSTORE
-Online Shop
- Homepage
-About Us
Positioning:

Zavelle is positioned as one of Temple University’s oldest bookstores,
stressing the cost effectiveness of purchasing used textbooks in a
convenient location on campus.
Strategy:

To make Zavelle Bookstore a lovemark for Temple University’s community
of students and teachers, by creating awareness of Zavelle through
improving its website’s overall design and features.
How:

By introducing new interactive features to Zavelle’s website and
rejuvenating the site’s look and feel.
In our social media monitoring reports, we monitored what other
book retailers were doing concerning textbook buyback and used
textbook deals.

Bookdefy.com is helping students all while remaining eco-friendly as well. A tree will
be planted each time students exchange books through their website. Zavelle’s can
take a similar approach by offering students points towards buying books each time
they swap books through Zavelle’s.

UMASS created a social app for students to search books that other students are
selling or swapping through their student run website. Zavelle’s can be a lovemark
for Temple and students can go through Zavelle’s to trade their books with each
other.

Students normally come to a bookstore website with a plan already. They know what
they want to do on that website and are not interested in browsing. Zavelle’s needs
to make their buyback options immediately noticeable upon landing on the page.
Amazon has a whole page devoted to buyback with a banner ad promoting the
buyback option on the homepage.
Zavelle’s can gauge the effectiveness of additions to their website
by looking at a number of factors:

The simplest way to keep track of how effective Zavelle’s website is would not be to
keep track of site hits, but books sold and profits made from the bookstore’s online
shop.

If Zavelle’s were to utilize a method of connecting students to other students who
were selling a textbook, the success of this tactic could be gauged by how often
students use Zavelle’s website to come into contact with student sellers.

Zavelle’s could also see how many students take advantage of their Buyback feature
by creating an estimation tool to help students see how much they can get for their
books, and keep track of how many students use this feature.

Both of the above tactics could also be gauged by creating an account system for
Zavelle Bookstore and seeing how many users create accounts on Zavelle’s website
to take advantage of deals, connect with other students, and take part in the
bookstore’s Buyback feature.



Current students of Temple University
Parents of students
Both younger and older professors
Stephanie, the Student on a Budget
Very frugal when it comes to purchasing
textbooks, commutes from outside the
city, and spends several hours a day
online on the internet for social media
and to complete assignments. Wants a
quick site experience where she can
purchase textbooks online for cheap.
Mrs. Kwon, the overprotective
mother of an incoming freshman
Very protective of her child, wants to
make everything perfect without breaking
the bank, and uses the internet sparingly.
Needs a simple site experience with
nothing too far over her head, where she
can purchase the cheapest, highest
quality used books available.
Sheryl, the Tech-Savvy Teacher
One of the younger and more
energetic professors at Temple, very
cultured, wants to make textbook
purchases easier on students, and
spends many hours a day online on
social media, interests, and
researching new things companies are
doing. Would like a quick experience
with minimal hassle and a way to
place stock orders online for her class.
Bill, the Old-Fashioned
Professor
Perhaps one of the oldest active professors,
very old-fashioned and religious personality,
frequently shares stories of his past, and
usually only uses the internet for checking
emails or visiting a news site. Would spend
a lot of time exploring the site on his own,
and would like a way to place stock orders
of his book online instead of relying on the
low-quality copy center.
To help Zavelle’s become a lovemark of Temple University, we came
up with several ideas to bring students and teachers to Zavelle
Bookstore’s website for their textbook needs.

Comparison tool that will compare textbook prices at Zavelle’s versus
their competitors.

Buyback estimation tool that will assist students in finding out how much
their used textbooks are worth.

Account login system for both teachers and students. Teachers can see
which books are in stock and make a stock order on the site for the
physical and online stores. Students will also be able to see course books
in stock, as well as to connect with student sellers.