Navigation Redesign
Problem
The navigation structure was causing friction for users during testing. Users felt overwhelmed by the large number of category and subcategory choices available.
Solution
We redesigned the desktop navigation to reduce overwhelming choices, added content placements for storytelling, and made minimal changes to the mobile version for improved usability and immersion.
My role
• Collaborated with UX designers from a global team to ensure the design met international standards.
• Coordinated with stakeholders in the APAC region to ensure the design meet local market requirements.
• Conducted User Acceptance Testing (UAT) to gather feedback and to validate its effectiveness
SCOPE
Apr 2023 - Aug 2023
Project Overview
Navigation Desktop
- Desktop navigation was completely redesigned in a tiered format as to not overwhelm users with too many category and subcategory choices which was a big friction point in user testing
- Additional content placements were added to elevate storytelling, highlight important brand moments or products and to increase category and product findability
Navigation Mobile
- Mobile navigation tested very well in user testing so not many changes were needed
- Hamburger was moved to right hand side for easier usability
- Menu is now full screen for a fully immersive experience
- Additional content placements added, just like on desktop
Primary KPIs:
- Navigation clicks/CTR
- Navigation Demand Participation
- Largest Contentful Paint
obsolete Ver.
NEW Ver.
To view the updated design, please refer to the live site for the most accurate representation.
Key Frames
Results
The flyout menu does not capture performance data when users hover over its items due to settings configured by the technical team.
L1 click-through:
- Report indicates that 55% of users are navigating to the L1 categories (Men, Women, etc.) post-redesign, compared to 45% pre-redesign.
→ = 22.2222% increase
- No issues were mentioned regarding mobile usage.
