As part of Penguin’s broader digital transformation, I led the full UX and visual redesign of their teen-focused online portal, a space blending e-commerce, editorial content, community voices, and events.

Drawing on in-depth research into teen reading, shopping, and online behavior, I worked hands-on with a lean five-person core team and an external development partner. We designed engaging features like personalized reading lists, author Q&As, event integration, and tailored book recommendations.

The design took inspiration from Penguin’s iconic visual language while pushing beyond the style guide to resonate with a younger audience. The result quickly became Penguin’s most visited online portal, strengthening both engagement and sales within this key demographic.