UX Design Collective
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UX Case Study

McGraw-Hill Shop

Creating a one-stop shop for college students using McGraw-Hill products.

 

Summary

McGraw-Hill is a leader in university textbook publishing, yet their e-commerce sales lagged because students couldn’t find what they needed on the outdated, unorganized site. In response, we architected the new shopping experience by providing the site with clear organization, intuitive categorization, robust new features, and improved browse and search functionality. As a result, digital product sales increased by a whopping 30% for both Connect and LearnSmart products in the first year.

THE CHALLENGE

Shopping in McGraw-Hill’s online store was time-consuming and frustrating. If only students could quickly find and buy all of their course materials in one place, they could make McGraw-Hill Shop their next destination after picking up their syllabus. However, the existing site’s confusing interface discouraged them from shopping, causing them to buy their products elsewhere. We were tasked with rethinking the online experience to minimize the confusion around accessing and purchasing products.

THE SOLUTION

To help students find their products quickly, we restructured and clearly defined the shop’s content and categories to uncover products that were previously buried. We also simplified the interface and added many new, convenient features, including descriptive modals that clearly show shoppers their product format and shipping options. We also provided instant access to digital books so students wouldn’t have to wait for a coded card in the mail just to download their course materials. Improved search and browse capabilities also contributed to the new site’s easy, refreshing customer experience and subsequent boom in sales.