Improving usability in Burberry’s website navigation
Improving usability in Burberry’s website navigation
Improving usability in Burberry’s website navigation
Featuring a revamped design that delivers a streamlined experience and flexible features to meet evolving business and customer needs.
Featuring a revamped design that delivers a streamlined experience and flexible features to meet evolving business and customer needs.
Featuring a revamped design that delivers a streamlined experience and flexible features to meet evolving business and customer needs.
The challenge
The challenge
The challenge
Fall 2022, Burberry appointed a new Creative Director—signaling a new brand identity and an opportunity for us to rethink what that means for our digital presence.
Fall 2022, Burberry appointed a new Creative Director—signaling a new brand identity and an opportunity for us to rethink what that means for our digital presence.
Fall 2022, Burberry appointed a new Creative Director—signaling a new brand identity and an opportunity for us to rethink what that means for our digital presence.
Aligned with this, I was asked to refresh the navigation menu’s design and functionality to improve usability.
Aligned with this, I was asked to refresh the navigation menu’s design and functionality to improve usability.
Aligned with this, I was asked to refresh the navigation menu’s design and functionality to improve usability.
The problem space
The problem space
The problem space
Our previous navigation was cluttered, with duplicated user journeys and lack of clear structure. Merchandisers struggled to highlight key products effectively, and customers had a simpler, preferred path when navigating.
Our previous navigation was cluttered, with duplicated user journeys and lack of clear structure. Merchandisers struggled to highlight key products effectively, and customers had a simpler, preferred path when navigating.
Our previous navigation was cluttered, with duplicated user journeys and lack of clear structure. Merchandisers struggled to highlight key products effectively, and customers had a simpler, preferred path when navigating.
Role
Role
Role
Lead Designer,
User Researcher
Lead Designer, User Researcher
Lead Designer, User Researcher
KPIs
KPIs
KPIs
Increase menu usage
& CTR
Increase menu usage & CTR
Increase menu usage
& CTR
Tools
Tools
Tools
Before
Discover how I boosted navigation menu usage by 22% by implementing a well-defined information architecture.
Discover how I boosted navigation menu usage by 22% by implementing a well-defined information architecture.
Discover how I boosted navigation menu usage by 22% by implementing a well-defined information architecture.
How I approached research
How I approached research
How I approached research
I began the research phase by assessing the current navigation experience and identifying the changes needed to reach our desired state. Starting with insights from previous research, I established initial assumptions, which I then validated through targeted research methods.
I began the research phase by assessing the current navigation experience and identifying the changes needed to reach our desired state. Starting with insights from previous research, I established initial assumptions, which I then validated through targeted research methods.
I began the research phase by assessing the current navigation experience and identifying the changes needed to reach our desired state. Starting with insights from previous research, I established initial assumptions, which I then validated through targeted research methods.
Stakeholder Interviews
Stakeholder Interviews
Stakeholder Interviews
Conducted interviews to gain insight into the business direction, focusing on which product categories are being developed or prioritized.
Conducted interviews to gain insight into the business direction, focusing on which product categories are being developed or prioritized.
Conducted interviews to gain insight into the business direction, focusing on which product categories are being developed or prioritized.
What product categories is the brand investing in? What do they not like about the current state of the nav? What do they wish to see in the new nav?
What product categories is the brand investing in? What do they not like about the current state of the nav? What do they wish to see in the new nav?
What product categories is the brand investing in? What do they not like about the current state of the nav? What do they wish to see in the new nav?
Navigation Menu Performance
Navigation Menu Performance
Navigation Menu Performance
Leveraged ContentSquare to analyze customer shopping behaviour and navigation menu usage.
Leveraged ContentSquare to analyze customer shopping behaviour and navigation menu usage.
Leveraged ContentSquare to analyze customer shopping behaviour and navigation menu usage.
Is the current structure effective? What is working well?
Is the current structure effective? What is working well?
Is the current structure effective? What is working well?
Usability Tests
Usability Tests
Usability Tests
Conducted usability tests to capture customer perceptions of the current navigation menu and employed Tree Testing to evaluate findability.
Conducted usability tests to capture customer perceptions of the current navigation menu and employed Tree Testing to evaluate findability.
Conducted usability tests to capture customer perceptions of the current navigation menu and employed Tree Testing to evaluate findability.
Are we using the correct language? Is content organized in a logical manner that matches customers expectations?
Are we using the correct language? Is content organized in a logical manner that matches customers expectations?
Are we using the correct language? Is content organized in a logical manner that matches customers expectations?
SEO Analysis
SEO Analysis
SEO Analysis
Partnered with the SEO and Analytics teams to evaluate the performance and importance of existing product listing pages (PLPs).
Partnered with the SEO and Analytics teams to evaluate the performance and importance of existing product listing pages (PLPs).
Partnered with the SEO and Analytics teams to evaluate the performance and importance of existing product listing pages (PLPs).
Are there opportunities to create new pages to drive organic traffic? Are there any pages that are not valuable?
Are there opportunities to create new pages to drive organic traffic? Are there any pages that are not valuable?
Are there opportunities to create new pages to drive organic traffic? Are there any pages that are not valuable?
Streamlining navigation for clarity
Streamlining navigation for clarity
Streamlining navigation for clarity
Hypothesis 1
Hypothesis 2
We observe that users are confused by the current navigation menu.
We believe that this is because the menu lacks effective organization, with duplicated pathways and product categories placed in unexpected areas.
Because user testing revealed customers were unclear where to locate certain product categories within the navigation, as well, they seemed unpleased with journeys that didn't match their expectations.
If we streamline the navigation structure and prioritize user-preferred pathways,
We’ll observe increased click-through rates, faster navigation to desired destinations, and a reduction in user frustration.
Hypothesis 1
Hypothesis 2
We observe that users are confused by the current navigation menu.
We believe that this is because the menu lacks effective organization, with duplicated pathways and product categories placed in unexpected areas.
Because user testing revealed customers were unclear where to locate certain product categories within the navigation, as well, they seemed unpleased with journeys that didn't match their expectations.
If we streamline the navigation structure and prioritize user-preferred pathways,
We’ll observe increased click-through rates, faster navigation to desired destinations, and a reduction in user frustration.
Hypothesis 1
Hypothesis 2
We observe that users are confused by the current navigation menu.
We believe that this is because the menu lacks effective organization, with duplicated pathways and product categories placed in unexpected areas.
Because user testing revealed customers were unclear where to locate certain product categories within the navigation, as well, they seemed unpleased with journeys that didn't match their expectations.
If we streamline the navigation structure and prioritize user-preferred pathways,
We’ll observe increased click-through rates, faster navigation to desired destinations, and a reduction in user frustration.
Key decisions
Key decisions
Key decisions
1
1
1
Removing "New In" from the first level of the navigation menu while keeping it under the gender categories in level 2.
Change: Removing New In from the first level of the navigation menu while keeping it under the Gender categories in level 2.
Removing "New In" from the first level of the navigation menu while keeping it under the gender categories in level 2.
Before
After
2
2
2
Introducing a "Latest" section to highlight seasonal pushes, distinct from evergreen product categories. To ensure prominence on the second level, we added padding to the menu, creating visual separation.
Introducing a "Latest" section to highlight seasonal pushes, distinct from evergreen product categories. To ensure prominence on the second level, we added padding to the menu, creating visual separation.
Introducing a "Latest" section to highlight seasonal pushes, distinct from evergreen product categories. To ensure prominence on the second level, we added padding to the menu, creating visual separation.
Before
After
3
3
3
Launching a visual carousel ("visual nav") that could be enabled at any level of the navigation menu.
Launching a visual carousel ("visual nav") that could be enabled at any level of the navigation menu.
Launching a visual carousel ("visual nav") that could be enabled at any level of the navigation menu.
Before
After
Trade-offs
Trade-offs
Trade-offs
To align with the new visual direction, right arrow icons > were removed from the menu. Anticipating a potential impact on user experience, we agreed to test and consider reintroducing them post-launch.
To align with the new visual direction, right arrow icons > were removed from the menu. Anticipating a potential impact on user experience, we agreed to test and consider reintroducing them post-launch.
To align with the new visual direction, right arrow icons > were removed from the menu. Anticipating a potential impact on user experience, we agreed to test and consider reintroducing them post-launch.
Simplicity took priority for launch. Our initial designs included a visual carousel on the first-level navigation, but for launch, it was only activated on select third-level subcategories. However, the feature was built with flexibility to enable use at any level in the future.
Simplicity took priority for launch. Our initial designs included a visual carousel on the first-level navigation, but for launch, it was only activated on select third-level subcategories. However, the feature was built with flexibility to enable use at any level in the future.
Simplicity took priority for launch. Our initial designs included a visual carousel on the first-level navigation, but for launch, it was only activated on select third-level subcategories. However, the feature was built with flexibility to enable use at any level in the future.
Final results
Final results
Final results
Giuseppe Runfola
SEO Specialist, Burberry
She is a skilled communicator who is able to clearly articulate her ideas to both technical and non-technical audiences. She is collaborative, champion building relationships/working cross-functionally, and has a proactive, results driven attitude.
Giuseppe Runfola
SEO Specialist, Burberry
She is a skilled communicator who is able to clearly articulate her ideas to both technical and non-technical audiences. She is collaborative, champion building relationships/working cross-functionally, and has a proactive, results driven attitude.
Giuseppe Runfola
SEO Specialist, Burberry
She is a skilled communicator who is able to clearly articulate her ideas to both technical and non-technical audiences. She is collaborative, champion building relationships/working cross-functionally, and has a proactive, results driven attitude.
Omar Musa
Dir. Product Design & UX, Burberry
Her recent undertaking of our redesign to the website navigation was demonstrated through her Champion level status of Contentsquare Analytics and her deep understanding of user behaviours which resulted in a double digit percentage improvement in our website navigation.
Omar Musa
Dir. Product Design & UX, Burberry
Her recent undertaking of our redesign to the website navigation was demonstrated through her Champion level status of Contentsquare Analytics and her deep understanding of user behaviours which resulted in a double digit percentage improvement in our website navigation.
Omar Musa
Dir. Product Design & UX, Burberry
Her recent undertaking of our redesign to the website navigation was demonstrated through her Champion level status of Contentsquare Analytics and her deep understanding of user behaviours which resulted in a double digit percentage improvement in our website navigation.
Learnings
Learnings
Learnings
Securing buy-in
Securing buy-in
Securing buy-in
A significant amount of time went into managing expectations, securing time with key stakeholders, and driving alignment across multiple invested teams. Influencing stakeholders to consider ideas that challenged their initial assumptions and priorities was often more difficult than anticipated. However, backing these ideas with data, building strong relationships and persistence proved invaluable in gaining support.
A significant amount of time went into managing expectations, securing time with key stakeholders, and driving alignment across multiple invested teams. Influencing stakeholders to consider ideas that challenged their initial assumptions and priorities was often more difficult than anticipated. However, backing these ideas with data, building strong relationships and persistence proved invaluable in gaining support.
A significant amount of time went into managing expectations, securing time with key stakeholders, and driving alignment across multiple invested teams. Influencing stakeholders to consider ideas that challenged their initial assumptions and priorities was often more difficult than anticipated. However, backing these ideas with data, building strong relationships and persistence proved invaluable in gaining support.
Balancing ambition with scope
Balancing ambition with scope
Balancing ambition with scope
I had to make tough prioritization decisions to keep the project manageable. Recognizing that the 'right' solution isn’t necessarily the 'best' solution helped me focus on what could realistically be achieved within the project's constraints.
I had to make tough prioritization decisions to keep the project manageable. Recognizing that the 'right' solution isn’t necessarily the 'best' solution helped me focus on what could realistically be achieved within the project's constraints.
I had to make tough prioritization decisions to keep the project manageable. Recognizing that the 'right' solution isn’t necessarily the 'best' solution helped me focus on what could realistically be achieved within the project's constraints.
Let's team up to bring great ideas to life!
Let's team up to bring great ideas to life!
Let's team up to bring great ideas to life!
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