Multi-Content

 

Fashion Department Navigation 

B2W Digital

YEAR:  2014

ROLE:  INFORMATION ARCHITECT/ UX DESIGNER

Fashion Department Navigation

B2W Digital

YEAR:  2014

ROLE:  INFORMATION ARCHITECT/ UX DESIGNER

moda b2w

ABOUT THE PROJECT

In 2013 a Fashion structure was created on Submarino.com, a year later the department didn't perform as expected and the deadline to expand it to the other brands was coming. My role as Information Architect/UX on this journey was to project the entire navigation based on user consumption, SEO requirements and retail catalog.

ABOUT B2W DIGITAL

B2W Digital is the leader in e-commerce in Brazil. B2W has a portfolio with the brands Americanas.com, Submarino, Shoptime, B2W Viagens, Ingresso.com, Submarino Finance, BLOCKBUSTER® Online and SouBarato, that offer more than 35 categories of products.

The Problem

Marketing teams were working hard to promote the department and the commercial agreements turned our prices very attractive, even so, the conversion was low. What was wrong?  A data analysis showed some pain points in the user Journey.

Navigation

  • High bounce rate
  • Low interaction on pages (click on products, menu, and filters)

Aquisition

  • Lower CTR for organic search
  • Low-quality score and conversion

  • Lack of landing pages to the high search volume keywords

How to improve user navigation?

Keep it simple

The flow duplicate decision points. It is impossible for users to navigate through all the products of the same gender. For example: on the female department shift between female clothes to female shoes require too many steps, including choosing gender again.

Nav.old

The flow duplicate decision points. It is impossible for users to navigate through all the products of the same gender. For example: on the female department shift between female clothes to female shoes require too many steps, including choosing gender again.

flow nav old

In blue decision points based on gender before switch categories

Nav.new

To solve the problem we changed the category centered navigation to a gender-centered navigation. It reproduced the same mental model department stores taught us to follow. A known world to users.

flow nav new

In blue decision points based on gender before switch categories

Designing words with data

Observing the SEO and PPC acquisition problems, the only thing we can think is: folksonomy. Are we naming things properly? We revised labels - checking differences between plural, singular, and synonyms - using the Trends and Keyword Planner from Google. These tools helped us to understand how users name products.

google trends

The wrong word can break a user’s experience

B2W / Moda - a new department

We had to do redirects in the entire department, which usually is a problem to SEO, but in this case meant a path for a new and well-structured department. The benefits of this changes could be seen just a few months after launch.

The heat maps showed the menu as one of the most important areas os the page, and the conversion's department started to grow. In the same year, the entire structure was replicated in the other brands of the group.

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