Menu Navigation Redesign
Prompted by the outdated menu format on the e-commerce site, the redesign aimed to uplift the brand's image to match its modern, trend-forward positioning while maintaining both usability and aesthetics.
Role
Lead Designer
Platform
Web, App
Area
Design, Strategy
ISSUE
Navigation Overload
User testing and heatmap data revealed that the mega menu had too many links, making it hard for users to focus and narrow their interest. Furthermore, when we featured multiple themed/curated categories it actually reduced engagement despite being of high demand.
APPROACH
Data + User Testing + Similar Brands
Our redesign was backed by:
User testing with 40 participants aged 18–34
Heatmap data and analytics from a 280-day A/B Test observation
Competitor audits of leading fashion brands
Updated business goals
SOLUTION
Simpler, More Focused Menu
To reduce cognitive load and help users find what they want faster, we:
Simplified categories: Combined related links under clear and intuitive titles
Highlighted user interest: Emphasised in-demand categories, such as “Trends” and “Occasion”
Redesigned the UI: Updated fonts and spacing to feel more modern
Use Images Intentionally: Set a mood and create emotional connection
IMPACT
Early Observations & Analysis
Since launch, early data suggests improvements in usability and engagement:
~18% increase in clicks on popular categories like "Trends" and "Occasions"
Lower bounce rates on category landing pages - suggesting better alignment between labels and user expectations
Broader click distribution across the menu - indicating users are exploring more than just the top-level or most popular links
These figures are based on internal observations and early analytics. While not exhaustive, it reflects a promising start towards a more intuitive and effective navigation experience.