Brief
Full redesign of the H.Samuel navigation with extra attention on mobile and accessibility improvements.
Old Navigation
When it comes to analysing website navigation we have to look at all the key aspects of what it might not be doing for the customer. Simple things such as not having a delay on the hover effect for category drop down can cause major confusion and interrupt the users journey.
The previous navigation also had a very small search bar and the majority of customers in todays market are very familiar with this functionality.
Mobile being the biggest day to day shopping experience of all, trying to get a clean navigation on such a small device is a challenge. Making sure information is accessible is important for ease of reading. Also you have to make sure you have the minimum clicking distances to reduce accidental clicks on the wrong items.
New Navigation Design
Using the data we analysed from what customers were actually clicking on we decided to remove the top bar and transition some items into the prospective categories. Items such as blog or buying guides make more sense to support the customer when they are searching for specific products.
Modernising the icons and brand were also a priority. Important factors like store locator that was hidden become part of the primary used items. Login section having a person icon always has a general understanding that this section is related to the user.
We designed a red colour scheme instead of white to match it closer to stores for an overall brand feel but so much red was dominating the whole website shopping experience.