Improving the Shop Navigation
Role
UI/UX Designer
I was part of a design team that handled extensive user research campaigns, user interface implementations and A/B tests to determine the best solutions for the shop navigation.
Overview
We push customers into a world that has great products in some categories but abysmal offerings in many other categories. This was a globally suboptimal decision as customers might think that this is the whole offering in some categories, and they never actually go to the full offering incl. 3rd-party brands, and then they have a bad impression plus we create less GMV.
Current Data available on category icons and mobile navigation bar
Distribution of clicks in the mobile Header (web)
A few Competitive analysis on similar products
Zalando iOS & web
Made.com iOS & web
ASOS iOS & web
Ikea iOS & web
Other Apps that follow the same pattern
We analysed more products, and some of them were slightly deviant
here is a list of other products that were considered:
- Wayfair
- AboutYou
- HM
- Net-A-Porter
- Amazon
Key observations from benchmarks and data collected
Most benchmarks had a full search bar on the Home Page, not just an icon
Categories were represented with pictures rather than icons in competitive product and that increases engagement
- The westwing collection, interior service and club sales were the least clicked in the app navigation bar.
- Amazon has a similar promotion bar, but it’s only visible on the HomePage. It’s not part of the Header on all pages.
- Wayfair has a Cart in the Header. Net-A-Porter has the My Account and the Cart in the Header. All other benchmarks have them in the tab bar.
- Increased click rate on other products
Ideation, brainstorming and stress testing
I designed several solutions, here are a few of them.
I regularly met with fellow designers, ux researchers, the design manager, and product managers to deliberate on these solutions, ensuring we select the best options for our customers.
Ultimately, we narrowed down our choices to three options by doing some quick user experience (UX) interviews and considering UX best practices. These options would be stress tested – we assess their performance across various devices, screen sizes, and languages. Finally, they are A/B tested, to determine the best performing solution.
High fidelity Result of research and A/B testing
Some wins from this sprint
- More focus on high-performing categories
- Increased attention on growth products – westwing studio, shop the look and neuigheiten
- much cleaner look and feel