A platform designed to connect readers around the world

OVERVIEW

CLICK BOXES TO JUMP AHEAD

MY ROLE

Early on, I collaborated with my teammates to research the current behaviors of young readers. I then helped facilitate design thinking exercises to identify specific pain points for the audience. As we brought the new feature to life, I was responsible for concept mapping, information architecture, and designing interactions for our prototype. Additionally, I edited the final case study video.

SKILLS

Research, Design Thinking,  UX, Prototyping, Video Editing

TOOLS

Figma, Adobe XD, Photoshop, Premiere Pro

HOW MIGHT WE HEIGHTEN THE EXPERIENCE OF READING?

 
THE CHALLENGE

Leisure reading has become a source of stress for younger generations.

In a culture obsessed with outcomes, what should be an inherently relaxing experience has become exactly the opposite. We surveyed 48 young readers and identified the following three trends as primary causes of reading-related stress:

CHOICE OVERLOAD
We become overwhelmed by the choices, and reading becomes more of a chore than a hobby.
71%
Kept a list of books they were planning to read in the future.
60%
Were not satisfied with how often they read.
SOCIAL PRESSURE
We always know what friends are reading, and we feel like we have to keep up.
46%
Compared themselves to others when it came to their reading list or habits. 
33%
Felt pressure to read certain kinds of books instead of the genres they personally enjoy.
ACCOUNTABILITY
We start more books than we finish, hoarding them on our shelves until they collect dust.
92%
Had books sitting on their shelves that they had not read. 
55%
Felt stressed about not finishing books.
 
THE OPPORTUNITY

Despite constant distractions, young readers still derive emotional benefits and motivations from reading.

READING HELPS US GET OUTSIDE OF OUR BUBBLES AND MAKE SENSE OF THE WORLD FROM THE EYES OF A NEW NARRATIVE.

JUST AS READERS ARE FUELED BY DEVELOPING VIEWS, REACTIONS AND OPINIONS, READERS ARE EQUALLY FUELED BY SHARING THEM

ACCORDING TO GALAXY QUICK READS:

FROM OUR INITIAL SURVEY:

  • 45% of readers report gaining an understanding of other people and cultures as a primary emotional benefit of reading.

  • Reading for 30 minutes a week makes you 57% more likely to have a better understanding of other cultures, and 23% more likely to understand other people's feelings.

  • 69% of readers share which books they are reading with others, either in person or online.

  • 42% of readers get recommendations from friends and family when choosing a new book.

 
THE SOLUTION

Huddle by Penguin taps into the emotional benefits of reading by connecting readers around the world through a new subscription offering.

Huddle is an online platform and subscription service created by Penguin Random House. Huddle pairs readers from around the world, so they can interact, share opinions and stay accountable over the course of a book.

HOW IT WORKS

1

LEARN ABOUT

HUDDLE

2

TAKE THE QUIZ

3

SELECT A BOOK

4

JOIN HUDDLE

5

MEET YOUR PAL

6

READ AND REPEAT

THE DESKTOP EXPERIENCE

STEP 1

LEARN ABOUT HUDDLE

Users first learn about Huddle through Penguin's landing page.

Upon arriving on Huddle's home page, users can read more details about the service and get started by taking a quiz.

CLICK SCREEN TO PLAY/PAUSE

STEP 2

TAKE THE QUIZ

Users will take short quiz about their unique reading habits, resulting in one of four reader types. The quiz helps readers get matched with the right Penguin Pal.

CLICK SCREEN TO PLAY/PAUSE

STEP 3

SELECT A BOOK

Once users are informed of their reader type, they are prompted to select a book.

 

As users browse through Penguin's curated list of books for the month, they can look at previews and reviews to guide their selection.

CLICK SCREEN TO PLAY/PAUSE

STEP 4

JOIN HUDDLE

Once users choose a book, they are invited to create a new Huddle account. The page displays the reader type and book selection from steps 2 and 3, and users are asked to select a subscription package. After payment, users can access their personalized Huddle dashboard. 

CLICK SCREEN TO PLAY/PAUSE

STEP 5

MEET YOUR PAL

Once orders ship on the 1st of every month, users will receive their book, as well as instructions for connecting with their Penguin Pal. As users read their books, they can share their thoughts and opinions with their Pal on the Dashboard.

CLICK SCREEN TO PLAY/PAUSE

STEP 6

READ & REPEAT

Once the reading period comes to an end, users can choose to swap contact information to stay in touch. Users will then select a new book and prepare for their next Penguin Pal.

BY GIVING READERS A DIFFERENT PENGUIN PAL WITH EACH NEW BOOK, HUDDLE BUILDS A CLOSE-KNIT COMMUNITY OF READERS AROUND THE WORLD.
 
THE IMPACT

A global audience of passionate readers turns to Penguin as a source of accountability, community and conversation.

Penguin connects the world through books that spark thoughts, dreams, conversations and learning. However, these connections are only as strong as the readers that make them. Huddle exemplifies Penguin's commitment to better understanding its audience of passionate readers.

CHOICE OVERLOAD
PROBLEM
We become overwhelmed by the choices, and reading becomes more of a chore than a hobby.
By providing a curated list of books each month, Huddle simplifies the book selection process and makes readers feel more confident in their decisions.
SOCIAL PRESSURE
PROBLEM
We always know what friends are reading, and we feel like we have to keep up.
By offering different pacing options and connecting Penguin Pals with similar habits, Huddle serves as an outlet for fun, low-pressure sharing.
ACCOUNTABILITY
PROBLEM
We start more books than we finish, hoarding them on our shelves until they collect dust.
By creating an expectation that there is a like-minded reader somewhere in the world waiting to hear their Penguin Pal's thoughts, Huddle incentivizes users to continue reading.

As Huddle is brought to life and introduced to readers around the world, Penguin can use the following indicators to evaluate the performance of the product, as well as guide decisions around future developments. 

Potential ways of measuring success:

  • Total signups and Huddle credits (books) purchased

  • Huddle dashboard activity and chat frequency

  • Social media engagement, particularly from sharing quiz results

  • Book reviews for curation feedback

  • Experience surveys for future product improvements

CASE STUDY VIDEO

THE TEAM

Anna Boutchard, Strategy

Emily Rhodes, Copywriting

Tika Appaiah, Experience Design

Doug West, Experience Design

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(804) 484-4093