Holiday Shopping Tree Testing 🎅🕎

This athletic apparel brand always had 5+ navigation labels, and “gifts” was the seasonal label that needed to be replaced. An unmoderated usability test and card sort + tree test was done to figure out what users wanted from the 5th navigation label.

problem

This athletic apparel brand wanted to know what the top level navigation categories should be on desktop web so that it resonates most with their users. The client was specifically concerned about what to replace the category “Gifts” post holiday season.

research method (4 weeks)

Unmoderated usability test on the current navigation bar on desktop site asking 6 users to find certain products on the website followed by a card sort using Optimal Workshop with 50 users to create information architectures and potential new menu structures.

solution Men / Women / Kids / Sale cover the majority of users’ mental models for shopping and a fifth navigation label is not needed.

outcome

• Live website was updated to only include the four categories: Men / Women / Kids / Sale

• New content strategy suggestions based on user’s perception on the need for categories like gifts 

Additional Samples of Work Available Upon Request