While the current navigation menu was comprehensive, we hypothesised that it could have been overwhelming for customers due to the number of items and overlapping categories. Customers using the menu are looking for something specific or looking at what the brand provides. The client was displaying sections like “Last Chance” and “Activewear,” which was generalised and made navigation less intuitive. Cohesively presenting these categories and sub-categories will guide users through the customer journey to collection pages and product detail pages.
We hypothesised that a streamlined layout of the navigation menu on mobile would guide customers to where they wanted to be as soon as possible. But, we were aware that there were many ways to accomplish this. For example, while presenting a streamlined layout was the goal, there were additional elements we wanted to test, including displaying imagery in two different ways. For this reason, we conducted a multi-variant test, basing three variants against the original.
Variant 1 displayed the basic new layout that streamlined navigation.
Variant 2 displayed example imagery alongside the main categories.
Variant 3 displayed larger blocks of imagery for the main categories.
These optimisations reduced redundancy by moving subcategories to filters within collection pages to ensure the menu focused on broader categories. It also simplified navigation by clearly separating product categories and themed collections, which aligned with how customers naturally shop. Lastly, it enhanced the shopping journey by making gift cards and wishlists easier to find, helping customers focus on their purchase intent.
Growth
