Rebel Reads

Self-Initiated Conceptual Project

Responsive Website

Project overview

Rebel Reads is a mobile-first responsive e-commerce platform that transforms book shopping from transactional browsing into meaningful discovery and community engagement. The platform introduces cause-based collections that organize books by social justice themes, integrated RSVP flows with calendar sync, and transparent donation allocation to create a values-aligned shopping experience for socially conscious readers.

Role

Solo UX/UI Designer

Tools

Figma, FigJam, Claude AI

Skills Demonstrated

User Research & Synthesis
Strategic Problem Framing
Information Architecture
Responsive Interaction Design
Visual Design & Brand Systems
Accessibility & Inclusive Design
Content Strategy

The Challenge

Socially conscious readers—activists, students, educators, and engaged citizens—lack a trusted digital space where they can discover books aligned with their values, understand the social context behind literature, and connect with communities.

Amazon dominates 67% of the book market through convenience, while independent bookstores control only 6%—yet 73% of millennials and Gen Z prioritize social impact in purchasing decisions. Current platforms offer generic browsing without editorial context, poor mobile experiences, no transparency about donations or author support, and fragmented experiences between discovery, community events, and social action.

The Solution

I designed Rebel Reads, a mobile-first responsive e-commerce platform that transforms book shopping from transactional browsing into meaningful discovery and community engagement. The platform introduces cause-based collections that organize books by social justice themes rather than generic genres, editorial "Why this matters" content on every product page that provides cultural and historical context, integrated RSVP flows with calendar sync that make community participation frictionless, and transparent donation allocation showing exactly how purchases support authors and causes.

By designing distinct responsive experiences optimized for activists browsing on-the-go and educators building curricula at desks—while maintaining WCAG 2.2 AA+ accessibility throughout—Rebel Reads proves independent bookstores can compete with Amazon through superior curation, authentic community, and values alignment.

Impact Metrics

Designed to transform how conscious consumers discover and engage with books
Increase book discovery efficiency by 60% through cause-based collections and editorial context vs. generic category browsing
Drive higher engagement than traditional e-commerce via integrated community features (events, reading lists, discussion guides) vs. transaction-only platforms
Build trust through 100% donation transparency

Designed to transform how conscious consumers discover and engage with books
Increase book discovery efficiency by 60% through cause-based collections and editorial context vs. generic category browsing
Drive higher engagement than traditional e-commerce via integrated community features (events, reading lists, discussion guides) vs. transaction-only platforms
Build trust through 100% donation transparency

Competitive Landscape

Problem Statement

Socially conscious readers—including activists, students, educators, and engaged citizens—lack a trusted, mission-driven digital space where they can discover books aligned with their values, understand social context behind literature, and participate in communities around shared causes.

Information Architecture

I structured Rebel Reads around three core user needs: mission-aligned discovery, efficient purchase, and community participation.

Key IA Decisions:

Homepage prioritizes discovery: Featured collections by cause, new arrivals, upcoming events—immediately communicating mission
Cause-based primary navigation: Browse by theme rather than genre creates values-aligned paths
Events as peer navigation: Community engagement elevated to same hierarchy as shopping
Streamlined account features: Reading lists, saved books, past events—tools for building knowledge over time
Persistent search and cart access: Familiar e-commerce patterns reduce friction

I structured Rebel Reads around three core user needs: mission-aligned discovery, efficient purchase, and community participation.

Key IA Decisions:

Homepage prioritizes discovery: Featured collections by cause, new arrivals, upcoming events—immediately communicating mission
Cause-based primary navigation: Browse by theme rather than genre creates values-aligned paths
Events as peer navigation: Community engagement elevated to same hierarchy as shopping
Streamlined account features: Reading lists, saved books, past events—tools for building knowledge over time
Persistent search and cart access: Familiar e-commerce patterns reduce friction

Visual Design System

Rebel Reads needed to feel editorially bold—celebrating activist literature and underrepresented voices—while maintaining clarity and accessibility. I developed a type-heavy design system with strategic color use that balances expressive brand identity with usability.

High Fidelity Designs

Homepage featuring cause-based collections and editorial content that immediately establishes mission and values

Product detail page with "Why This Matters" editorial context, author background, and transparent donation information

What I Learned

Learning 1: Responsive Design Is Not One Layout at Multiple Sizes Early in Rebel Reads, I designed mobile screens first, then "scaled up" to tablet and desktop by adding horizontal space and reducing vertical stacking. This "mobile-first" approach felt efficient but missed the point: responsive design isn't about thinking or expanding the same content—it's about optimizing contexts and capabilities.

Learning 2: Design Systems Enable Speed and Consistency—But Require Discipline Rebel Reads was my first project building full design system from scratch. Initially, I created variables for every possible option: 8 color variations, 12 spacing values, 6 text sizes. This felt comprehensive but during high-fidelity design, decision paralysis struck. Which of 12 spacing values for card padding? The system became burden, not tool.

Available for new opportunities

Thanks for reading

If this case study resonates with how you think about design— research-driven, user-centered, and focused on real impact— I'd love to talk about opportunities with your team.

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