Global Navigation & Header: Research Journey
In the role of Taxonomist at Sears, I started researching the Global Navigation. Transitioning to the User Experience Research (UXR) team, I continued the project and became the domain lead for the Header and Navigation as well as the entire Top of Funnel (Home Page, Search & Navigation, Product Listings Page, Product Details Page).
Initially, Product Managers set a goal to create a better user experience in the Global Navigation. The hypothesis was that data driven navigation, updated visual design, increased findability, and heightened brand recognition in the Header would improve key KPIs such as increasing conversion, lowering bounce rate, and improving the NPS.
The chart below details the step by step research journey for the Header Optimization program. Below the chart you can find images of the Global Navigation and Header before and after the program.
I have also presented this research journey at the Incite Group's "Customer Data & Analytics" seminar program. The overall thesis was that User Experience Research can illuminate the "why" behind big data and analytics. This research journey, or program, served as a case study.