Back to work Soma Nami

Reimagining a Nairobi independent bookstore's online presence

A new information architecture, guest checkout flows and a brand identity for Soma Nami, aimed at more sales and happier customers.

Role
Solo
Duration
2 weeks
Type
Concept, e commerce
Soma Nami bookstore website shown on a tablet
The numbers
  • 78features compared
  • 6competitors, 3 direct and 3 indirect
  • 5interviews
  • 5card sort participants
  • 5test participants
  • 9screens
Problem

More sales and happier customers

Soma Nami is an independent bookstore in Nairobi. The goal was more sales and higher customer satisfaction online.

Process

Research first, then structure

  • User research with 5 interviews
  • A competitive analysis of 78 features across 3 direct and 3 indirect competitors
  • Card sorting with 5 participants
  • Wireframes, then a high fidelity prototype and visual design
  • Testing with 5 participants

What book buyers value

  • Product detailreviews, format, ratings, description, availability
  • Easy navigationsearch, book categories, checkout
  • Purchase and deliveryshipping options
  • Bestsellers and trends
  • Wishlists and registries
  • Discounts, savings, rewards

Sitemap after the card sort

  • New
  • Bestsellers
    • Fiction
    • Nonfiction
    • Children
    • Religion
    • Self Help
    • Business
  • Fiction
    • Fantasy and Science Fiction
      • Science Fiction
      • Fantasy
    • Black Authors
    • African Authors
    • Classics
    • Poetry
    • General Fiction
      • Novels
      • Horror, Mystery and Crime
  • Non fiction
    • Lifestyle
      • Health
      • Travel
      • Food and Drink
    • Business
      • Strategy
      • Technology
    • Self Help
    • Biographies
      • Memoirs
      • Autobiography
    • History
      • Colonialism
      • African History
      • World History
    • Women and Gender
    • Parenting and Family
      • Parenting
      • Relationships and Family
    • Religion and Spirituality
  • Children, Youth and YA
    • African Authors
    • 0 to 5 years
    • Popular Series
  • Pan African Literature
  • Gifts and Book Boxes

Top level Second level Third level

Solution

A clearer store, built around guests

  • A restructured information architecture
  • 2 guest user flows
  • A brand identity
Audit of the old Soma Nami website: screens marked with red dots
The old site, audited

Style guide

  • #000000
  • #523A1E
  • #D4B84A
  • #2F2C28
  • #E7E3DF
  • #EFE89D
  • #9E9994
  • #D9D9D9
  • #FCF6B1

Ibarra Real Nova

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Result

9 screens, tested with readers

The prototype covers 9 screens and was tested with 5 participants.

Final Soma Nami screen
Final screens
Final Soma Nami screen
Final Soma Nami screen
What I learned

Let people sort the shelves

Card sorting with readers showed how they group books, and that gave the new structure its shape.

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Contact

Let's make something people can actually use.

Available for contract work from October 2026. Tell me about your product and the people who use it.

Email nyamburavania@gmail.com Book a call LinkedIn