Click here to preview in InVision: https://invis.io/7M5AU0R8K
For best experience go to the link above on your mobile and select 'Preview in Browser'. Click on the Menu, Skincare, Shop by Product, Moisturizers, then click on the logo to start again.
Old Navigation:
- 4 levels to navigate through is too many for the user flow
- The way the menu comes in as an overlay looks awkward
- ‘Shopping Bag’ isn't needed. Customer behaviour has changed and users are used to clicking on the familiar shopping bag icon in the header
- ‘Help’ is not a clear call to action
- ‘My Account’ and ‘Sign in’ link to the same page
- From our research the search box is the most used feature on the site and is hidden when the Navigation is open
- There is no way to quickly get back to home if the user doesn’t know to click on the Logo Design
- The design is cluttered with unnecessary icons
New Navigation:
- Reduced to maximum of a 3 level navigation
- New sleek css transition where the navigation slides in from the top and slides right as the user navigates through. Similar to Net a Porters site
- Based from data a complete rethink of relevant CTA’s
- Home button has been added and will always be the top CTA
- ‘Help’ has changed to ‘Customer Service’ which is a more familiar CTA
- ‘My account’ and ‘Sign in’ have been combined to just ‘My Account’
- The search box is now available in the menu
- Overall simplified look and feel