What: UX and design transformation of IA and navigation on +1000 pages.
My role: UX and Creative Director for du.
Success metrics: To improve TNPS and click through rate to sales journeys. We achieved a 30% increase in click through to device purchase from the top navigation.
Background: The old IA and navigation was somewhat complex and suffered from a legacy of non strategic placement of pages. Cleaning this up was something that was very important to me. With a promise of increased traffic to target (which equals more sales) to the top management the investment could go ahead.
What we did: After careful analysis of click throughs on the old navigation it was time to remap the UX. It was clear that Devices and support where the no 1 visited pages from the navigation. The old navigation route was SHOP – DEVICES. By taking away SHOP all together and instead adding DEVICES on the top navigation along with other most popular products we saw big increase in direct traffic. By adding contextual help and suggestive purchase options to your search we saw a further big increase in click through rate. By adding label called “NEW” or “BEST OFFER” we further increased the urgency around discovery and purchase. By adding personalised short cuts for existing customers in the top menu we secured an quick and easy route to execute on relevant tasks, like Quick Pay, Quick Recharge, Quick Id. These buttons will be have updated CTA:s based on customer most taken actions.
