“More ways to shop”. It’s a rather uninspiring menu label, I’m sure you’d agree. May as well call it “the junk drawer” and be done with it.
Anyway — “More ways to shop” — that’s what we had in the menu navigation. And it wasn’t helping visitors find our non-core products.
Before
So we restructured the nav:
After
Now we have:
- Information architecture that matches the customer's mental model: shop by stage, skill or theme
- Transparent labelling: junk drawer becomes ‘Accessories’
- ‘Bundle Deals’ button (think: ↑ avg. order value). We added this because we freed up menu space.
Align navigation to your customer's mental model.
— Alan