The Challenge
Support Converse’s wide range of product offerings in the navigation menu. Create a flexible system that enables business partners to merchandise and use storytelling and provide better discoverability and wayfinding.
Insights
Previous Navigation
Featured Carousel
Testing: Hiding the featured Carousel on the first level of the navigation increased clicks to other areas on navigation below.
Competitive Research: Most retailers are not showing featured content at the first navigation level. this at this level.
Shoe Silouhette Icons
Testing: Including shoe icons increased engagement
Acquisition
Business Strategy: Acquisition is not a business priority right now.
Account + Service
Customer Service Feedback: A large number of calls coming in to custom service are around account information and returns.
technical Limitations
Business Partner Feedback: The current technical implementation does not support their changing strategies.
Strategy
Discoverability · Scannability · System Approach · Implementation Guidelines
Converse wants to ensure users can find and discover the wide variety of product offerings. Additionally, as customer shopping habits are changing, our business partners must quickly react by updating merchandising and pushing various trends and stories on site.
Mobile and desktop designs were delivered with a strategy based usage guideline system to support business partners in implementing navigation updates based on KPI’s.
Design System
The Navigation system redesign enabled business partners the flexibility to update content based on relevance and changing priorities. We also knew that users were not engaging with the previous “Featured” carousel and that business partners needed to support additional stories and collections that were not previously supported. These stories and collections fell into two categories, New or Seasonal and Featured brand stories. Additionally, when it came to discoverability and usability, we used UX guidelines to determine tap targets and user testing to understand how users want to move through the navigation. Moving away from the page and accordion approach, we moved towards a paging navigation method.
