Go to content

UBC Bookstore

INTRODUCTION

Crafting a Story-Driven Digital Experience for UBC Bookstore

The UBC Bookstore has two primary objectives: to provide students with essential course materials and to promote UBC’s brand through general merchandise like clothing, supplies, and giftware. However, the online experience needed to do more than simply sell products—it had to tell the story of UBC and elevate the brand’s equity. UBC students, many of whom live on campus, often use the site to explore products before visiting the store in person. This created a need for a hybrid digital storefront that blended both a seamless e-commerce experience and engaging storytelling to build school spirit.

In addition to student-facing content, the bookstore also needed to serve faculty and staff with educational resources, open textbooks, and online support. The challenge was to create a modern, intuitive site that could effectively balance these diverse needs.

User Experience (UX) + Information Architecture (IA)

Our approach for the UBC Bookstore microsite centered on creating an intuitive, user-focused design that combined good storytelling with a best-in-class e-commerce experience.

To ensure the site was intuitive and easy to navigate, we conducted user testing, card-sorting exercises, and navigation testing. These insights informed the creation of a new mega navigation, allowing users to quickly explore the store’s inventory from any page, whether they were searching for course materials or branded merchandise. This structure streamlined the user journey and ensured that students, faculty, and staff could easily find what they needed.

 

Brand Storytelling + Product Showcasing

Recognizing the importance of brand equity, the site needed to go beyond being a point of sale—it had to inspire school pride. We used a mix of visual storytelling and sleek product imagery to enhance the UBC brand and drive merchandise sales. Seasonal collections, new arrivals, and promotions were featured in prominent modules throughout the site, all designed using the atomic design approach. This provided UBC with the flexibility to update content easily and keep the site fresh year-round.

 


Visual Design

Having worked with UBC previously, we were familiar with their brand guidelines. We extended these standards to create a digital storefront that mirrored the experience of leading retail brands like Arc’teryx, Aritzia, and Chapters. The site’s color palette and typography followed UBC’s brand identity while adding a contemporary, polished feel to the e-commerce experience.

We also integrated Instagram, showcasing real students wearing UBC merchandise. This social proof element added authenticity and community engagement to the site, further enhancing the brand’s connection with its audience.

A visually rich Lookbook was created to feature seasonal releases in an editorial-style layout, adding a high-end feel to the shopping experience. Additionally, two different Resource templates were designed: one for everyday blog posts and one for in-depth guides, such as how to order course materials online. These templates allowed the bookstore to provide valuable, instructional content alongside the e-commerce offerings, serving both students and faculty.


RESULTS

Boosting Sales + School Spirit through the New UBC Bookstore Microsite

The new UBC Bookstore microsite delivered a refined, engaging, and user-friendly experience that catered to multiple audiences—students, faculty, and staff. The combination of storytelling, sleek design, and intuitive navigation contributed to a stronger UBC brand presence, helping to increase sales of general merchandise while promoting student success. The site now functions not only as a marketplace but also as an educational resource, aligning with UBC’s mission to support its community.

Related Projects

VIEW ALL CASE STUDIES