Phase 1 Results
4%
increase in Add to Cart rate.
21%
increase in category page visits.
14%
increase in home page visits.
Navigation Rebuild
Optimizing the navigation of a premium outdoors retailer in preparation for a headless platform migration.
Solo Stove’s existing navigation needed to be optimized for data-driven business impact as we prepared to migrate to a headless platform. Using heuristic evaluation, sales and site-side data I worked with both our engineering team and Testing and Personalization Manager to build a better nav. Changes addressed usability issues and improved the menu hierarchy of categories and products based on data.
Role
Product Designer
Type of Work
Navigation Rebuild
Duration
8 weeks
Team
E-Commerce Leadership, Product Manager, In-House Developers, Testing & Personalization Manager
Key Learnings
Phased Approach Pays Dividends
Having just kicked off a full rebuild of our entire e-commerce site, there were few internal resources we could dedicate to the initial nav redesign. To address this, we applied a phased, test and learn approach to optimize for both resources and business results, applying learnings from each previous phase to the next step of the rollout.
Aligning Hierarchy With Data Drives Results
An audit of the old navigation revealed the hierarchy of some categories, sub-categories, and products did not align with the priority of the business and the percentage of revenue each represented. Using product revenue data, I crafted recommendations that better aligned with our core customers and business goals to drive significant results across key KPIs.
Advanced Planning Delivers Effectiveness
After multiple product launches in the previous year, I identified a gap in navigation planning for new product categories and products. To address this, I proposed and executed tighter collaboration across our Product Marketing and E-Commerce teams to ensure new products were featured in the most effective way possible. I also identified future design and development needs based on our go-to-market strategy.