Mobile Navigation Redesign
Under Armour
The Why
Navigation has a much higher usage on desktop than mobile despite mobile being the majority of traffic. Improving mobile navigation can give customers faster access to products.
Scope
Usability enhancements
Design element enhancements
Audit
Current State: Mobile has a fire icon (visual element) and an additional level of nav (3 vs desktop’s 2)
Competitors: Use of icons/images and accordion treatment
Consumer Insights:
1) On mobile, there is a 12% "drop-off" rate between hamburger taps and nav taps
2) Addition of Shop All links and Featured on the 1st level nav (links allowing consumers to get directly to product) improve RPV & CVR
Prototypes
User Testing Findings
Majority of participants preferred the prototypes over the current on-site nav menu experience
The accordion treatment with icons allowed participants to access product easily and more efficiently than the control and progressive nav prototype
A/B Testing Results
Challenger A had a significant lift in RPV
Challenger A had strong lifts for order conversion, nav engagement, and product views per visit
Challenger B had a flat RPV in comparison to the Control
