The Challenge

Penguin needed a redesign of their mobile and web strategy. With mobile users rising, the challenge was to create a seamless experience across devices to engage fans of this iconic brand.


Strategy, Design, Develop


Media / Entertainment


Responsive Web

Penguin Random House India is the largest publisher in the subcontinent.

We collaborated with their marketing team to redesign their web and mobile experience.

Traditional approaches in digital did not meet up with the pace of technological growth in publishing. Amazon and Flipkart publish books themselves but are also key partners in the digital distribution value chain, which means an ever-growing blurred demarcation of roles. 

What we delivered

Key features for the penguin site

Personalised recommendations

Serving book and author content based on occasion and time.

Integrated with online retailers

Deep links for buying books to Amazon, Audible, Flipkart and Google Play.

Agile design & development

In a series of design and development sprint cycles, with a multidisciplinary team.

Elastic search

Guided search experience for book, author and article discovery.

Data structuring & automation

Integrated internal book, author and article databases that create over 18,000 pages.

Prioritise books

We categorised books such that it includes the fiction, non-fiction lover and also children.

How we delivered it

We work closely with Penguin Random House India to deliver on their digital marketing strategy. With a multifaceted team of UX/UI experts, front end and back end developers, SEO experts, and a continuous quality assurance team to make sure the platform works seamlessly. Always!

The business impact


Increase in average time spent on the website

We conducted a study to understand the different character profiles of users on the website. Each character profile, whether a loyalist, novice, explorer or deal-seeker, has different ways of approaching reading as an activity. Our goal was to be inclusive of all these profiles and we did this by our founding ideology: bring the content to the forefront and utilize the already existing iconic visual language of Penguin books.


Bounce Rate Reduction

We achieved this with a solid UX that actually focuses on the reader. Activities included a combination of intuitive navigation, user-friendly layout, proper interlinking, prioritising their book layouts with attractive graphics, fast page load speed and overall less clutter. This also meant improving content readability, adding compelling CTA's, increasing personalisation and page relevance.

Client Testimonial

Niti Kumar

Senior VP Marketing, Digital and Communications

It has been a pleasure working with Tekhné, who has proven to be a proactive and responsive team. They were a crucial support system while setting up the new website during the challenging time of the lockdown. Their problem-solving skills have helped us maintain and continue to make improvements to this project. They have been accessible throughout this time. Susse’s workshop on SEO and the Yoast plug-in was extremely informative, and we continue to apply that to our content strategy. Overall, we are happy with the results they have given us with this website, which is an extremely important asset for the company.

How we deliver it?

We kicked of with a design sprint, to understand the needs of the current users of penguin and the pain points of the marketing team in driving their digital strategy. Following this we created high fidelity prototypes, with mobile first approach, later built into the website. Site also includes direct integration of books from B3 system to enable time saving and better SEO with knowledge graphs and social touch points.

Want to learn more about us? Get in touch.

Account Guru

Pieter Knüppe

Founder & business director


Rokin 81-83,
1012 KL,



4-H Vijay Chambers,
Grant Road (E).
Mumbai 400004.



Nagargaon Rd,
Valpoi Sattari,
Goa 403506.