Shoedazzle Navigation Menu
Our navigation menu allows users to easily navigate our site, shop our products, and explore what our brand services have to offer.
The Problem
Shoedazzle’s navigation menu is extremely outdated. The information architecture and brand’s user interface needs to be updated to keep up with industry standards and Shoedazzle’s new brand book. The business wanted to ensure that our new navigation will be user-friendly and accommodating to all of our consumers, especially our long-term VIP members.
Design Planning & Research - Competitor Analysis
After identifying the problem, the next step involves design, planning and research. I began by conducting an initial kickoff meeting with our stakeholders, product, marketing and creative team. After gaining a better understanding of what our business was looking for, I took time to conduct an analysis for the key features necessary and research other competitors best practices.
Discovery - User Testing
Based on the competitive analysis research, I learned that competitors had a clean UI, simplified their site navigation experience, and implemented the mega-menu with imagery to organize their information architecture. I conducted user testing on 18 different users including both VIP and non-VIP members based on the new Shoedazzle navigation menu redesign. We wanted to test out this new prototype with our current customers before shipping our site live. Here is the feedback below:
The Solution
Based on our feedback, the majority of users reacted positively to the new navigation menu redesign. The users understood the new functionalities and was able to easily navigate our site. The VIP users were satisfied with the new design and excited about this new feature. Although this project initiative was postponed due to Bento Migration, we considered this a win as a whole.
New Features:
Mega-Menu (Desktop Only)
Minimalistic, modern, and clean UI to match SD’s new branding initiative
1 Step Menu (Mobile) - Main Category & Subcategory drop-down menu vs. tapping on several different pages
Wishlist added - users are able to save favorite items as you shop
