Simplifying Navigation Across a Global E-commerce Site

Led the redesign of Secretlab’s global e-commerce navigation, restructuring content, simplifying terminology, and improving mobile usability across regions. Working closely with product, engineering, and stakeholders, I developed a clearer information architecture and tested new navigation patterns through iterative prototyping and A/B experiments.

The updated navigation improved product discovery and engagement across key pages, reduced support tickets, and lowered bounce rate. A/B testing showed roughly 15–25% conversion uplift across key markets including the US, UK, and Singapore. This work established a clearer, scalable navigation system that supported global growth and ongoing optimisation across Secretlab’s storefront.