BORDERS: A Study of Failure
Written for DesignLab’s UX Academy
Borders was my home away from home from 2006–2010. I was shocked to find out that my Borders was closing, and even more shocked to find out that all Borders were closing. After some research, I discovered Borders “… expanded its physical plant, refurbished its stores and outsourced its online sales operation to Amazon…The last time it turned a profit was 2006. In February of [2011], it filed for bankruptcy protection” says NPR’s Yuki Noguchi in “Why Borders Failed While Barnes & Noble Survived.” It has been close to 10 years since Borders closed and its time to come to terms with my part in the downfall of Borders.
Thinking back to my post-high school Borders visits, what did I do when I was there? What drew my attention? Certainly not CDs and DVDs that Borders invested themselves into. Did I really spend my money there? If so on what? Was I guilty of the trend of searching Borders for the ideal book and then going to buy it online for a better price?
Surely enough in 2009, my mom bought me a Kindle for Christmas and I realized that yes I did directly contributed to its undoing. To set the scene, I was a fast reader and couldn’t even drive my own car until 2010, so the Kindle solved all of my problems: when I finished a book I could just order a new one. I didn’t even have to ask my mom for a ride! Similarly, a lot of my friends followed suit then the Kindle apps arrived and any device could be an e-reader. Borders clearly didn’t want to change for the digital market regarding books specifically which is clear from the last changes they made before claiming bankruptcy. Ultimately, refusing to adapt to the changing market was what truly caused Borders to fall (especially the part where they outsourced their online orders to Amazon — yikes!).
Borders, even though I feel like I failed you: it wasn’t me, it was you.
