This university assignment focused on redesigning the Penguin Books website by modernising its digital experience while preserving the brand's established visual identity and publishing heritage.Drawing inspiration from the structured grid system developed by Jan Tschichold, the project explored how Penguin's timeless design principles could be combined with contemporary UX and UI practices. The interface was redesigned using considered typography, clean layouts, and a clear visual hierarchy to maintain strong brand consistency while improving usability.
The project was designed in Figma as a fully responsive user interface for desktop, tablet, and mobile devices. As part of the design process, competitor analysis was conducted on leading online bookstores and e-commerce platforms, including Amazon, to evaluate navigation patterns, content discovery, and purchasing journeys. These insights informed the final design decisions, resulting in a more intuitive and user-centred experience.
Outcome: The assignment resulted in a modern, responsive e-commerce interface that successfully combines Penguin Books' established visual heritage with contemporary UX principles, demonstrating an understanding of responsive design, interface design, user research, and brand consistency.
