Embedded Files
Project Overview
Project Overview
This project focused on reengineering site navigation to improve product discoverability, reduce friction, and create a more intuitive customer journey.
The goal was to transform navigation from a static menu structure into a strategic tool that supports user intent, enhances brand clarity, and drives measurable improvements in engagement and conversion.
The Challenge
The Challenge
The existing navigation structure was internally organized rather than customer-driven. Key challenges included:
Overloaded top-level menu categories
Inconsistent labeling conventions
Redundant product groupings
Poor mobile navigation experience
Limited cross-category discovery
High exit rates from category pages
Users were required to “work” to find products, increasing bounce rates and reducing session depth.
The Strategy
The Strategy
The navigation strategy was built around three core principles:
1. Intent-Based Architecture
1. Intent-Based Architecture
Analyzed how customers search and shop, restructuring categories around real buying behaviors rather than internal merchandising logic.
This included:
Simplifying top-level navigation
Creating clearer product segmentation
Introducing secondary pathways (e.g., by style, occasion, or material)
2. Progressive Disclosure
2. Progressive Disclosure
Reduced cognitive overload by:
Limiting primary menu options
Using structured dropdown hierarchies
Improving filtering and faceted navigation
The focus was clarity over volume.
3. Mobile-First Navigation Design
3. Mobile-First Navigation Design
Optimized menu hierarchy and interaction patterns for smaller screens, ensuring usability and efficiency across devices.
Execution
Execution
Conducted site audit to identify redundant or underperforming categories
Mapped customer journey pathways across desktop and mobile
Reorganized primary and secondary menu tiers
Standardized naming conventions for clarity and SEO alignment
Implemented improved filtering and faceted navigation
Collaborated with merchandising and marketing teams for alignment
Conducted user testing to validate navigation flow
Iterated based on behavioral insights and engagement data
Every change was intentional and backed by user behavior analysis.
Results
Results
Improved product discoverability
Increased session depth and time on site
Reduced bounce rates from category pages
More intuitive mobile browsing experience
Stronger alignment between navigation and customer search intent
Foundation for scalable category growth
Key Takeaways
Key Takeaways
Navigation is a Conversion Tool, Not Just a Menu
Navigation is a Conversion Tool, Not Just a Menu
Thoughtful architecture reduces friction and accelerates the path to purchase
Customer Logic Must Outweigh Internal Logic
Customer Logic Must Outweigh Internal Logic
Organizing products around how customers think leads to stronger engagement
Simplicity Drives Performance
Simplicity Drives Performance
Clear hierarchy and fewer choices reduce cognitive overload and improve usability
Page updated
Google Sites
Report abuse