Nonfiction · Growth Funnel Audit

The PDP's primary action area was crowded with mixed-intent controls. Wishlist sat alongside Add to Cart, splitting attention between buy now and save for later at the exact moment the user was deciding. Returning customers — a meaningful slice of the existing Asian customer base — also had no accelerated checkout option, meaning every repeat purchase ran through the full form flow.

• Wishlist relocation. Move Wishlist up next to the product name, separating save-for-later intent from buy-now intent.
• Two-button conversion zone. The primary CTA area becomes a clean decision, Add to Cart or Express Checkout.
• Accelerated checkout. Add Apple Pay, Google Pay, and Shop Pay as a parallel primary action. Prior integrations have lifted checkout success by 30–35% for returning users by collapsing the form flow into a single biometric tap.
• No rebuild required. Both changes reuse existing components and CSS tokens. Engineering scope sits inside a sprint.

The product tile in the listing grid was a dead end for buy-now intent. The only purchase control was a 12×12 bag icon in the upper-right corner, colored close enough to the background that it read as decorative rather than functional. Any user who wanted to add an item directly to their cart had to click into the PDP first, a forced detour through a screen they didn't need to see.

If the grid was designed as a discovery surface, it only served one mode of use. A meaningful slice of users, returning customers and refill shoppers, were treating it as a purchase surface, and the existing design didn't give them an affordance to act on that intent.

• Wishlist tag swap. Replace the hidden bag icon with a Wishlist tag icon, using a contrast color that reads clearly against the tile background. Save-for-later becomes obvious, intentional, and consistent with the PDP-level Wishlist relocation.
• Visible Add to Cart. Add a full-width "ADD TO CART" CTA under each product image. Direct add-to-cart for known-intent users, no PDP detour required.
• No new components needed. The Wishlist tag and Add to Cart button already exist in the design system. Engineering scope sits well inside a sprint.

The current nav was symmetrical on the left (logo + links) and noisy on the right (four icons competing for attention). Search, region, account, and bag all read at the same visual weight, even though they serve very different intents. Region in particular was carrying weight it didn't need to — the North American site is regionally fixed, so the toggle was a decision the user didn't need to make. And the menu itself, when opened, surfaced only the link structure. No imagery, no merchandising, no editorial pathway. For a brand whose retail experience is highly considered, the digital nav was the least considered surface on the page.

• Consolidate right-side icons from four to two. Merge search into the hamburger menu as a combined "menu + search" control on the right. Remove the region toggle entirely, the North American site doesn't need it.
• Center the brand wordmark. Move "NONFICTION" to the center of the nav, with the combined hamburger/search on one side and the account + bag icons on the other. The brand becomes the anchor of the page, not just a link in the corner.
• Expand the hamburger into a full-screen merchandising surface. When opened, the menu uses the full canvas: New Arrivals, Best Sellers, and Gift Sets surface as named columns with curated item entries; Shop by Category and By Scent stay as the structured discovery paths; the right side of the canvas carries editorial imagery, the same brand language the retail experience uses.
• No new components needed. Existing typography tokens, icons, and image styles. The hamburger overlay is one new container; everything inside it reuses what's already in the system.