x
American Dream was under the process of acquiring Judaica Place during this project.
This created an opportunity to explore how we could empower users to use our digital solution.
x
American Dream was under the process of acquiring Judaica Place during this project.
This created an opportunity to explore how we could empower users to use our digital solution.
Redesigning
menu.
the navigational
Redesigning
menu.
the navigational
About the project
1
About the project
1
Our goal was to determine how we could increase user retention.
Our goal was to determine how we could increase user retention.
Project Timeline
Understanding
March
2023
3 Months
January
2023
Research
Sketch
Prototype
Test
Project Timeline
Understanding
March
2023
3 Months
January
2023
Research
Sketch
Prototype
Test
User data
Because this project took place during an acquisition. We weren't able to access Judaica's existing user data.
Project deadline
The project deadline is set for 3 months— in time for the projected completion of the acquisition.
Limited research resources
Judaica Place has lacked a design & research team prior to the beginning of this project.
While working with some constraints…
User data
Because this project took place during an acquisition. We weren't able to access Judaica's existing user data.
Project deadline
The project deadline is set for 3 months— in time for the projected completion of the acquisition.
Limited research resources
Judaica Place had lacked a design & research team prior to the beginning of this project.
While working with some constraints…
Read full detail about the project
Read full detail about the project
But before we got to designing, we really wanted to understand the goals & determine how we wanted to approach the project.
But before we got to designing, we really wanted to understand the goals & determine how we wanted to approach the project.
Our Approach
2
Our Approach
2
There were two main factors that we wanted to focus on that would help us understand the goals of this project:
There were two main factors that we wanted to focus on that would help us understand the goals of this project:
We wanted to determine what works, what doesn't & what could be improved…
We wanted to determine what works, what doesn't & what could be improved…
… and test how users would navigate their way around the site.
… and test how users would navigate their way around the site.
Research Insights
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3
Research Insights
3
3
We discovered these recurring insights when conducting research:
We discovered these recurring insights when conducting research:
Users felt overwhelmed with the top navigation bar.
Read more
All five users who participated in the user testing reported feeling overwhelmed when navigating through the top navigation bar.
"There's too much eye clutter"
"I struggle with keeping my attention on the page."
"Hard to maneuver with all the subcategories."
Categories uses color & contrast well.
Read more
According to our heuristic evaluation, Judaica Place took the right approach to the categories by using color & contrast to distinguish content.
"Could we approach the redesign in a similar approach using color & contrast?"
Users found the product page to lack structure.
Product details
Discounted price
Stock
Product Description
Product measurements
Deals & favorites
Read more
Two of five users found that the product page lacked informational structure & found the layout random.
"The page is very unorganized."
"I feel as if I have to search for the product information that I need."
The designers of our team focused on each insight & my responsibility for this project was to work on the top navigation.
The designers of our team focused on each insight & my responsibility for this project was to work on the top navigation.
4
Starting our design
4
Starting our design
We decided to explore top navigation variations.
View digital sketches
We decided to explore top navigation variations.
View digital sketches
5
Testing our design
5
Testing our design
We conducted A/B Testing in order to determine which top navigation was most effective for users & why.
We conducted A/B Testing in order to determine which top navigation was most effective for users & why.
Hover menu
Hover menu
For this testing, five participants were tasked to navigate & shop for Jewish wedding gifts. We tested how effective the navigation bar functioned & these were our findings:
Tap to preview
Tap to preview
Hamburger menu
Hamburger menu
Hover menu
80%
Conversion Rate
Most straightforward
Users found the structure familiar (to other ecommerce sites)
Hovering layers caused multiple miss clicks
Hover menu
80%
Conversion Rate
Most straightforward
Users found the structure familiar (to other ecommerce sites)
Hovering layers caused multiple miss clicks
Hamburger menu
100%
Conversion Rate
Most visually appealing
Positive reception to layered structure
Implement images or icons?
Hamburger menu
100%
Conversion Rate
Most visually appealing
Positive reception to layered structure
Implement images or icons?
*Most favorable variant
*Most favorable variant
Tap to preview
For this testing, five participants were tasked to navigate & shop for Jewish wedding gifts. We tested how effective the navigation bar functioned & these were our findings:
And after conducting tests, we decided to utilize a hamburger in the top navigation.
And after conducting tests, we decided to utilize a hamburger in the top navigation.
A hamburger menu creates digestible portions of information for users to read — encouraging users to explore without feeling overwhelmed.
Increasing user retention!
A hamburger menu creates digestible portions of information for users to read — encouraging users to explore without feeling overwhelmed.
Increasing user retention!
After conducting user tests, we implemented a dropdown to the lowest category of the hamburger menu.
After conducting user tests, we implemented a dropdown to the lowest category of the hamburger menu.
Why implement this?
Our solution
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Our solution
6
Navigating to find Jewish wedding gifts.
Navigating to find Jewish wedding gifts.
A responsive design for mobile screens.
A responsive design for mobile screens.
Our solution reflects the importance of user research & testing. Redesigning the top navigation was an unexpected but effective approach to increase user retention.
Our solution reflects the importance of user research & testing. Redesigning the top navigation was an unexpected but effective approach to increase user retention.
Reflecting on the project
7
Reflecting on the project
7
Learning points as a UX Designer
Learning points as a UX Designer
Collaborating with a design team was an exciting experience. This opportunity built on my experience through the exposure of working in a design team & with stakeholders.
Collaborating with a design team was an exciting experience. This opportunity built on my experience through the exposure of working in a design team & with stakeholders.
This project taught me the importance of user feedback. The redesign of the top navigation formed through our user research & testing.
This project taught me the importance of user feedback. The redesign of the top navigation formed through our user research & testing.
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