Our client, Society Social, is a high-end lifestyle company that offers custom home furniture and decor for the modern traditionalists.
Our UX team was asked to unlock their potential to improve the overall user journey across their site, to increase user engagement.
- One of the biggest pain points for our client was user drop-off before reaching product pages; users were spending little time to discover their product offerings.
- The main navigation gave users poor direction with dozens of links to choose from, causing decision fatigue and frustration.
The Goal
To increase user engagement across the site we must first restructure the site’s Navigation to aid in the discovery of products to purchase.
The Strategy
#1 Navigation Analysis
Derive insights from user engagement with the current navigation structure on the site. Discover opportunities for improvement on discovery and findability.
#2 Restructure IA
Reconstruct the Information Architecture of the site with proper grouping and labeling of content, followed by iterative testing of a new navigation structure.
#3 Refine UI Layout
Collaborate with the UX Designer to create a more visually driven and engaging navigation for browsing the business’s offerings.
Usability Testing
The initial navigation assessment showed that users were unable to quickly find products, due to the cumbersome set of categories available.
Through iterative labeling, user studies, click analysis and market research, we successfully improved findability and task completion within the navigation structure.
IA Deliverables
Previous Navigation
New Navigation
Through implementation of the new navigation, alongside our other initiatives in the redesign, we found that shopping session durations increased by 66% at Society Social, which ultimately led to an increase in sales.
01 | Users are less inclined to leave the site.
02 | Users are more encouraged to browse product selections.
03 | Users are more inclined to make a purchase.
