Navigation & Taxonomy

A revised taxonomy and new navigation structure was created to support an aggressive product growth plan adding flexibility in the site navigation to add product categories. The team did a full usability study that included card sort, tree test and prototyping to ensure the labels and interactive design were intuitive to the customer. The new taxo and navigation was A/B tested and launched resulting in a 9% increase in conversion on day one.

The Team: Rebecca Yourkiewicz, Director UX/FEWD, Trenton Brulport, Manager UX, Max Platitsyn, Sr. UX Designer