Chapi

Combining Online and Physical Book Sales from Day One

In this project, we successfully integrated the purchasing of physical books alongside e-books, transforming Taaghche into the largest and most comprehensive bookstore in Iran.

Background:

The idea of entering the physical book market had been a long-held ambition for Taaghche’s stakeholders. However, due to time constraints and the absence of a dedicated team, this vision had remained unrealized. Over time, as our team consistently delivered successful projects and overcame various challenges, the confidence in our abilities grew. This renewed faith in our capabilities brought the long-standing dream of entering the physical book market within reach.

Our success in the e-book market had established Taaghche as a leading platform in Iran. Yet, with the shifting landscape of the digital book market and the declining growth rates, it became clear that we needed to diversify our offerings to stay competitive. The introduction of physical book sales was not just a new feature but a strategic move to expand our market share and appeal to a broader audience.

In a word

" We added physical books to our online bookstore, making Taaghche the ultimate destination in Iran for both e-books and paperbacks. "

Why We Built This Product

As the e-book market began to plateau, we initiated extensive research to identify new opportunities for growth. It became apparent that while digital books offered convenience, a significant portion of the market still preferred physical books due to various cultural and practical reasons. The tactile experience of holding a book, the familiarity of turning pages, and the comfort of reading without screens were irreplaceable for many users.

In addition to user preferences, economic factors played a role. Many users faced difficulties in accessing digital reading devices like tablets and e-readers, making physical books a more accessible and attractive option for a broader audience. After evaluating various alternatives, integrating physical book sales emerged as the most promising avenue for increasing revenue and sustaining growth. The potential revenue from this new market segment outweighed the costs and risks associated with its implementation.

In a word

We finally made a long-time dream come true by adding physical books to our digital store. This was our way of responding to the market’s need for real, tangible books, alongside e-books.

Strategic Solution

To manage risks and ensure affordability, we launched the initiative on a separate website before integrating it into our main store. This approach allowed us to refine the solution through a design sprint session, aligning all teams—product, marketing, operations, and directors—towards a common goal.

Proven Success

In 2002, we conducted a special promotion that offered a glimpse into the potential success of this initiative. During this one-month campaign, we successfully sold over 2,000 physical books through our site, demonstrating strong demand. However, this success also highlighted the challenges we would face in integrating physical book sales into our main platform, particularly in terms of managing the infrastructure and ensuring a seamless user experience.

Economic Scarcity

In Iran, economic challenges and sanctions have made it difficult for many people to access the latest digital devices, such as e-readers and tablets. As a result, physical books remained the preferred choice for a large segment of the population. The continued popularity of physical books, despite the growth of digital media, reinforced the importance of our decision to enter the physical book market.

UX Strategy

Our user experience strategy focused on providing a consistent and seamless experience across both e-books and physical books. Whether users were browsing for digital titles or physical copies, our goal was to ensure that they encountered the same intuitive interface, enabling them to easily measure their reading progress and achievements across different formats. By integrating both formats into the same search results and shopping process, we aimed to simplify the user journey and enhance satisfaction.

Problem-Oriented & Experimental

Rather than jumping to conclusions or settling on a single solution, we adopted a problem-oriented mindset. This meant that we continuously revisited the problem we were trying to solve, asking ourselves whether our proposed solutions were effectively addressing the root causes. We conducted numerous experiments, testing different approaches and iterating on our designs based on user feedback.

This experimental approach allowed us to remain flexible and adaptive, making adjustments as new insights emerged. It also ensured that our final product was not just a solution in theory but one that had been validated through real-world testing and feedback.

Design Sprint

Integrating physical book sales into an established digital platform is a complex task that requires the coordination of multiple teams with different areas of expertise. To address this challenge, we organized a design sprint—a structured, time-bound process that brings together stakeholders from various departments to collaborate on solving a specific problem.

During the sprint, we worked closely with teams from operations, marketing, direction, and publishing, as well as our technical teams responsible for infrastructure. This collaborative environment allowed us to identify potential roadblocks early on, align our goals, and ensure that every aspect of the project was considered from multiple perspectives. The result was a well-rounded solution that met the needs of all stakeholders and was feasible from both a technical and operational standpoint.

Approaches

In a word

" Our team worked closely together, using creative sprints and systematic planning, to blend physical and digital book sales into one smooth experience. "

Systematic Approach

Given the complexity of the project, a systematic approach was essential. We broke down the problem into smaller, more manageable parts, each of which was addressed through focused design and development efforts. This modular approach allowed us to make steady progress, ensuring that each component of the solution was thoroughly tested and refined before moving on to the next.

By tackling the problem in stages, we were able to maintain a high level of quality and consistency throughout the project. Each iteration brought us closer to a final product that met our high standards for user experience and functionality.

Continuous Discovery

Our work did not end with the initial launch. We were committed to continuous discovery—a process of ongoing learning and improvement. By staying in close contact with our users and regularly gathering feedback, we were able to identify areas for enhancement and quickly implement changes.

This commitment to continuous discovery ensured that our solution remained relevant and effective over time. It also helped us build a deeper understanding of our users’ evolving needs, enabling us to anticipate future trends and stay ahead of the competition.

Objectives

The primary objective of this project was to successfully integrate physical book sales into Taaghche's existing platform, creating a seamless user experience that allowed customers to easily purchase both digital and physical books. We aimed to achieve this integration without compromising the user experience that had made Taaghche successful in the digital space.

Additionally, we sought to position Taaghche as the leading bookstore in Iran, offering the most comprehensive selection of books in both digital and physical formats. This involved not only technical integration but also strategic partnerships with publishers, effective marketing campaigns, and the development of robust infrastructure to handle increased demand.

Success Metrics

Long-Term Impact

Our vision for this project extended beyond the immediate integration of physical book sales. We envisioned Taaghche as a platform that empowers users to efficiently measure their reading and learning progress across all formats—digital, physical, and audio. By providing a unified experience, we aimed to support lifelong learning and personal growth for our users.

Primary Outcomes

The project leveraged our existing relationships with Iranian publishers, allowing us to use their book storage facilities and print books on demand. This capability enabled us to offer a wide range of titles with quick turnaround times, providing a competitive edge in the market. Additionally, our status as a leading online bookstore gave us the authority to manage the entire supply chain, from printing to delivery, ensuring a seamless user experience.

Key Shifts

Our entry into the physical book market was a significant shift in the Iranian e-commerce landscape. No other platform in Iran had successfully integrated both digital and physical book sales in this way, making this a pioneering effort. This initiative also challenged the common perception that Iranian applications are government-affiliated and inherently corrupt or inefficient. By earning the trust of our users, we aimed to establish Taaghche as a reliable and trustworthy platform, encouraging users to willingly share their information with us.

In a word

" Our goal was to make buying physical books as easy as buying e-books on Taaghche, turning us into Iran’s top choice for all readers. "

User Interaction

To gauge the success of our pilot project, we closely monitored user engagement metrics. We tracked the number of active users, how frequently they used the platform, and their overall satisfaction with the new features. Although the project was in its early stages and we did not expect a massive influx of new users, these metrics provided valuable insights into how well our solution was resonating with our existing user base.

By analyzing user interaction data, we were able to identify patterns in how users engaged with both digital and physical books. This information helped us refine our product offerings, optimize the user interface, and tailor our marketing strategies to better meet user needs.

Success Metrics

In a word

" We measured success by tracking how users interacted with the new features, how easily they found what they wanted, and how well our publisher partners kept up. "

Search Success Rate

One of the most critical measures of our project's effectiveness was the search success rate. This metric indicated how effectively users could find the books they were looking for, whether they were searching for digital or physical copies. By tracking the percentage of successful searches, we were able to assess the efficiency of our information system and its ability to provide clear and accurate information about book availability.

This benchmark also helped us identify areas where users were struggling to find what they needed, allowing us to make targeted improvements to the search functionality. Ensuring a high search success rate was crucial for maintaining user satisfaction and encouraging repeat purchases.

Cooperation of Publishers

Building strong partnerships with publishers was a cornerstone of our project. Given the challenges of managing physical inventory, we needed publishers to provide accurate and timely information about their stock levels. To facilitate this, we created an infrastructure within the publisher panel that allowed publishers to be notified of user purchases twice a day.

This system helped streamline the fulfillment process, ensuring that books were shipped promptly and accurately. Our ability to maintain strong cooperation with publishers was critical to the success of the project, as it directly impacted the user experience and our reputation as a reliable bookseller.

Field Research

Our research extended beyond digital interactions. We conducted immersive field visits, where team members from all departments—researchers, engineers, and product designers—actively participated in observing and interacting with bookstore owners. These visits provided us with a firsthand understanding of the challenges faced by traditional bookstores, including inventory management, customer service, and logistics.

This on-the-ground perspective was crucial for designing a solution that addressed the specific needs of both online and offline book buyers. It also helped us identify opportunities to enhance the user experience by incorporating best practices from traditional bookstores into our digital platform.

Review of Other Online Bookshops

To better understand the competitive landscape, we reviewed three of Iran's top online bookstores with the highest user satisfaction rates. This analysis revealed several key factors that contributed to their success, including the importance of accurate shipping, clear return policies, and proper book classification. Users valued the ability to easily find the books they wanted and appreciated discounts that encouraged them to make additional purchases.

These findings informed our approach to integrating physical book sales into Taaghche. We recognized the need to provide reliable shipping and clear return policies to build trust with our users. Additionally, we focused on ensuring that our book classification system was intuitive and user-friendly, making it easy for users to navigate our catalog.

User Interviews

During the initial phase of research, we conducted in-depth interviews with a diverse group of 15 individuals, representing different age groups, backgrounds, and reading habits. These semi-structured interviews allowed us to explore their unique experiences, preferences, and challenges when purchasing books online. Our goal was to understand their needs deeply and identify any pain points that could be addressed through our new product offering.

The insights gathered from these interviews were invaluable in shaping our approach to integrating physical book sales. For example, we learned that while many users appreciated the convenience of e-books, they still valued the tactile experience of reading a physical book. This reinforced our decision to offer both formats and highlighted the importance of creating a seamless user experience across both.

Research:
Gathering Insights

In a word

" We talked to users, studied competitors, and learned from bookstores to understand what readers want and how we could meet those needs perfectly. "

Social Media Listening

We employed social media listening techniques to monitor online discussions, forums, and user-generated content related to book purchasing. By tracking relevant hashtags and analyzing user comments, we gained a deeper understanding of public perceptions and behaviors regarding book availability. This information helped us identify common pain points and areas where users felt underserved by existing platforms.

The insights gained from social media listening were used to refine our product and marketing strategies, ensuring that we addressed the specific needs and concerns of our target audience.

Framing the Problem

While the principles of systems thinking emphasize addressing root causes, we faced the challenge of dealing with issues that were beyond our control, such as broader economic conditions and supply chain constraints. To make a meaningful impact, we strategically focused on one specific area within the system: the timely and accurate delivery of books.

Ecosystem Map

Faced with the complexity of integrating physical book sales into a digital platform, we began by creating an ecosystem map. This map provided a holistic view of the entire system, including all the stakeholders, processes, and interactions involved. By visualizing the ecosystem, we were able to identify key problem areas and potential bottlenecks that needed to be addressed.

Mapping and Synthesis

After completing each research task, our team convened in collaborative meetings to consolidate our findings and identify key insights. We utilized digital tools like Miro to aggregate data and create visual representations of our research. These visualizations, such as thematic analysis maps, ecosystem maps, and experience maps, helped us make sense of the complex information we had gathered.

Through this process, we were able to identify patterns and connections that might have been overlooked in isolated data sets. The use of mapping techniques allowed us to distill a large amount of information into clear, actionable insights that could guide our design and development efforts.

Research: Synthesis

In a word

" We sorted through all our research to find the key issues, like making sure books get to users quickly and without hassle. "

Thematic Analysis

Our thematic analysis of the research data revealed several key themes that informed our design and development decisions. These themes were distilled into insight statements that captured the essence of users' experiences and needs. For example, one recurring theme was the emotional connection that users had with physical books, which influenced our decision to prioritize the tactile aspects of the user experience.

Opportunity Assessment

During the opportunity assessment phase, we carefully evaluated the potential of the identified opportunity. This involved analyzing the size of the affected customer base, the frequency of their needs, and the competitive landscape. We also considered how well this opportunity aligned with our company’s vision and strategic goals.

Solution Ideation

With a clear understanding of the problem and the user needs, we began the ideation phase, where we explored a range of possible solutions. Each idea was carefully evaluated based on its feasibility, potential impact, and alignment with our project objectives. We considered various approaches, from integrating online and physical book purchases to implementing manual inventory submission processes by publishers.

Each solution was prototyped and tested with users, allowing us to gather feedback and refine our approach. This iterative process was essential for identifying the most effective solutions and ensuring that they were user-centered.

Solution Development

In a word

" We brainstormed and tested ideas until we found what really worked, like making the buying process smooth and fun, with fast delivery. "

Rapid Experimentation

Our approach to solution development was characterized by rapid experimentation. We quickly moved from ideation to prototyping, testing multiple solutions in parallel to identify the most promising ones. This allowed us to iterate on our designs and make improvements based on real-world feedback.

By embracing a culture of experimentation, we were able to stay agile and responsive to user needs, making adjustments as necessary to ensure the success of the project

Successful Solutions

Several solutions emerged as particularly effective during our testing phase:

Direct Sales on the Taaghche Site

Initially, there was concern about the risks associated with integrating physical book sales directly on the Taaghche site. However, user testing revealed that despite the potential for confusion, users were willing to purchase both digital and physical books from the same platform. This solution not only met user expectations but also drove significant sales, validating our decision to move forward with this approach.

Integrated Tabs for Different Book Formats

To provide a consistent and intuitive user experience, we designed an interface that organized book formats (digital, physical, and audio) into a unified tabbed layout. This design allowed users to easily compare different formats and make informed purchasing decisions without feeling overwhelmed by information.

One-Day Storage

To streamline the fulfillment process, we implemented a one-day storage solution, where inventory purchased the previous day was transferred to a central warehouse. This allowed us to manage delivery times more effectively and ensured that orders were shipped promptly.

Direct Sales on the Taaghche Site

We introduced gamification elements into the address entry process, turning a traditionally tedious task into an engaging and enjoyable experience. By incorporating interactive elements and rewards, we found that users were more likely to complete the address entry process accurately and efficiently.

One-Day Delivery in Tehran

Design Principles

Our design principles were rooted in simplicity, integration, and user-friendliness. We aimed to create an interface that was easy to navigate, even for users who were new to online shopping. This meant minimizing clutter, using clear language, and providing intuitive navigation options that guided users through the purchasing process.

The design also prioritized integration, ensuring that users could seamlessly switch between digital and physical book purchases without encountering inconsistencies or disruptions. This was achieved through a unified design language and consistent visual cues that tied together the different sections of the platform.

Design and Implementation

In a word

" We built a simple, user-friendly design that lets you switch between buying e-books and physical books effortlessly, with support whenever you need it. "

Interface Design

The user interface was designed with a focus on clarity and ease of use. We wanted to ensure that users could quickly find the books they were looking for, whether they were searching for digital or physical copies. The interface was also designed to be responsive, providing an optimal experience across different devices, from desktops to mobile phones.

One of the key challenges was managing the different types of information associated with digital, physical, and audio books. We developed a solution that displayed this information in a clear and organized manner, allowing users to easily compare options and make informed decisions.

Conversational Interface

To enhance user support, we implemented a chat-based interface that provided real-time assistance. This feature was designed to be simple and intuitive, allowing users to quickly get help with their purchases or resolve any issues they encountered. The chat system also reduced the burden on our customer support team by handling common queries and providing automated responses where appropriate.

The conversational interface was designed to align with our broader design principles, offering users a friendly and supportive experience. By fostering a sense of connection and trust, we aimed to make users feel valued and understood, encouraging them to return to Taaghche for future purchases.

Project Completion

The project was completed in six iterations over four months. Each iteration focused on a specific component of the platform, including the overall design framework, shopping cart, address entry, payment processing, support panel, and chat interface. By breaking the project into manageable parts, we were able to maintain a high level of quality and consistency throughout the development process.

The final product was a fully integrated platform that allowed users to seamlessly purchase both digital and physical books. User testing and feedback played a critical role in shaping the final design, ensuring that it met the needs of our diverse user base

Results and Impact

In a word

" We kept improving the experience even after launch, constantly learning from users to make Taaghche better with every update. "

User Engagement

The integration of physical book sales was met with a positive response from users, who appreciated the expanded offerings and the seamless shopping experience. We observed high levels of user engagement, with many users taking advantage of the new features to purchase both digital and physical books.

The feedback we received from users was instrumental in refining the platform and making ongoing improvements. By listening to our users and responding to their needs, we were able to create a product that truly resonated with our audience.

Expansion

Following the successful launch in Tehran, we were ready to expand our services across Iran. The initial rollout provided valuable insights that allowed us to fine-tune the platform before introducing it to a wider audience. The positive feedback from users and strong demand for physical books gave us the confidence to move forward with our expansion plans.

As we expanded, we continued to monitor user feedback and make adjustments to ensure that the platform met the needs of users in different regions. This iterative approach allowed us to maintain a high level of user satisfaction and build a loyal customer base.

Retrospective and Lessons Learned

In a word

" We successfully turned Taaghche into the go-to place for all types of books, by fast response, good communication, and updated timeline. Now we are ready to expand this experience across Iran. "

Successes

Looking back on the project, we can identify several key successes. First and foremost, we were able to bring to life an idea that had been considered too ambitious or impractical for years. By leveraging the strengths of our multidisciplinary team and adopting a user-centric approach, we were able to create a product that met a real need in the market and delivered a new experience to our users.

The design sprint played a crucial role in aligning our team and setting a clear direction for the project. This collaborative process helped us identify potential challenges early on and develop solutions that addressed the needs of all stakeholders. The AI team also played a pivotal role in enhancing the user experience, particularly in the areas of search functionality and customer support.

Our commitment to effective documentation practices, such as using opportunity-solution trees and testing hypotheses, was another key factor in our success. These tools provided clarity and transparency, ensuring that all team members were aligned and informed throughout the project.

Finally, our consistent and regular communication with users helped us maintain a strong user-centric approach, ensuring that the final product was closely aligned with user needs and preferences.

Another key lesson was the importance of finding the right pace for research, testing, and implementation. In some cases, we moved too quickly from research to implementation, leading to issues that could have been avoided with more thorough testing and validation.

Coordinating the various specialties involved in the project also proved challenging. The need to bring together different teams with different expertise led to some delays and lengthened the overall project timeline. Better coordination and more structured collaboration could have helped mitigate these challenges.

Lessons Learned

While the project was ultimately successful, there were several lessons learned along the way. One of the biggest challenges was entering uncharted territory, which required more research and preparation than we initially anticipated. In hindsight, having a team member with specific experience in coordinating submission processes would have been beneficial and could have helped streamline certain aspects of the project.

Team and Stakeholder Contributions:

This project would not have been possible without the hard work and dedication of our entire team. From product designers and developers to product managers and AI specialists, every member of the team played a crucial role in bringing this project to life. We would also like to extend our gratitude to our stakeholders for their support and trust in our vision.

The collaboration and communication between team members were instrumental in overcoming challenges and achieving success. We are proud of what we have accomplished together and look forward to continuing to work as a cohesive and motivated team on future projects.