Project brief:
The Discovery Tool is a central entry point where users can browse content types; such as books, articles, journals etc., across Cambridge University Press academic platforms. The goal of this project is to increase the user engagement with the tool
People:
Subash (lead ux and research)
Product owners: 3
Head of ux: 1
What wasn't working
Heuristic evaluation of the current page
Anchoring bias: Users tend to focus on the first thing they see. Since they’re greeted with a search bar, they end up treating the page like a search listing page.
Signifiers: Elements should clearly indicate their function. Right now, it's unclear which filters are selected and which aren't.
Hicks law: Too many options make decisions harder. Right now, results show all content types at once, which can be overwhelming.
Cognitive load: Users absorb visuals faster than text, so lack of images on the screen leads to more cognitive effort.
Visual hierarchy: People naturally follow a visual hierarchy when processing information. Right now, there's no clear order, leaving users unsure about what to read first.
Looking at the Data
Header navigation insights:
Over 70% click the “Discover” button without running any search, indicating strong curiosity but low follow-through on deeper exploration. insights:
A strong baseline of intent:
39.7% proceed from the Discovery Tool to view full content, showing that those who engage are motivated and purposeful.
Search tool under-utilised:
Fewer than 40% run a Discovery Search, suggesting most visitors rely on default content rather than active querying.
Engagement gap:
Scroll and filter use remains low, reinforcing that the page functions more like a static landing page than a true exploratory tool.
Ux strategy:
Improve discoverability:
Help users explore all content types across CUPA
Reduce the effort:
People are more likely to take an action when the effort is small
Generate curiosity gap:
Users have a desire to seek out missing information
Improve the aesthetics:
People perceive designs with great aesthetics as easier to use
Design
philosophies
we followed:
A book cannot look like an article. We were working with 7 different content types, so we decided to separate content types with unique layouts.
Explore only one content type at a time. This helps users focus on what Cambridge offers in a clear and focused way.
Let the content dictate the layout. Not the other way around (form follows function).
Rethinking first point of contact
Following the Ux strategies and philosophies we re-designed the header navigation—the first point of contact for users to get into the discovery tool.
Wireframes in action
Ui designs
Impacts and Outcomes:
To validate the redesigns, we ran a short unmoderated test with 18 users. Participants were asked to explore content on both the existing tool and the redesigned prototype.
improvemnet in finding content
increase in exploration time
preferred the new layout
Key takeaway:
The prototype showed that improved layouts and better entry points can reduce drop-offs and showcase the full Cambridge ecosystem more effectively.
Process from
start to finish
This project followed a complete, end-to-end design process—from uncovering user needs to delivering a fully tested prototype. Along the way, we refined the navigation, reimagined the discovery tool’s potential, and validated decisions with user feedback, ensuring the final design was both intuitive and business-aligned.
Discover
Define
Ideate
Design
Test
Launch ready
• Ui designs
• Prototypes
• User testing
• A/B testing
• Design hand-off
• Quality checked