Enhancing Website Experience through Streamlined Navigation
Redesigned Secretlab’s global e-commerce navigation by improving content structure, simplifying terminology, and enhancing mobile usability. The revamp reduced support tickets, lowered bounce rate, and boosted engagement on key pages. A/B testing showed higher conversion rates, with results of 24.55% in the US, 21.35% in the UK, and 16.02% in Singapore.
Web (Global e-commerce site)
UX Designer
Led the navigation redesign project in collaboration with cross-functional teams. Oversaw UX research, information architecture, and testing while aligning with business goals and stakeholder input.
User research, information architecture, wireframing, prototyping, UI/UX design, mobile responsiveness, A/B testing (VWO), usability testing, QA testing, analytics (Hotjar, Google Analytics), stakeholder collaboration
THE PROBLEM
Confusing labels and poor structure made it hard for users to find products, leading to frustration and missed conversions. The goal: simplify navigation and guide users more intuitively.
Spoke with stakeholders and customer support to identify user pain points and business needs. Found that complex terms and cluttered menus hid the flagship product. Proposed simpler language and clearer structure, and mapped insights in FigJam.
A company-wide survey of 86 employees and input from the Customer Support Team revealed key pain points. These highlighted a gap between the intended product hierarchy and user understanding, pointing to a need for simpler language and clearer navigation.
Heatmaps, surveys, and stakeholder input confirmed that flagship products drew attention, but most menu items had low engagement and unclear prioritisation. The structure felt overwhelming to first-time users, with complex terms and poor hierarchy.
Heuristic evaluation revealed several usability and content hierarchy issues across the desktop and mobile navigation.
We reached out to non-profit organisations who responded positively to our vision and the accessibility gap the app addresses. Several have agreed to partner with us.
Using the approved IA and insights, I wireframed the "Chairs" category with a focus on clarity and hierarchy. I included accessories to show the full ecosystem. After simplifying the layout and language, we shortlisted two options, and stakeholders preferred the side-by-side thumbnails for clarity and mobile usability.
Final designs were approved after multiple iterations. We chose a vertical layout for desktop to improve readability, and a mobile-specific version optimised for smaller screens.
While working with the front-end developer, I ran an A/B test to compare two link paths for flagship product thumbnails. One directed users to the Features Page, and the other to the Product Page.
125 employees found the new navigation easier to use, with the Compare link noted as especially helpful. Heatmaps show strong early engagement.
