Boost content discovery, task completion
and brand perception with a mega-menu
One of designers’ most important job is to create good way-finding system for users. Hence I was proud to lead a team to build a new global mega-menu on choice.com.au. We set out to improve how users navigate the CHOICE website, by:
Improving task completion
Enabling users to see more depth and breadth of the site’s content
Users can tell at a glance CHOICE’s core activities: product testing, content and advocacy
Having a shallow one-level navigation slowed users down from completing common tasks. It also makes it difficult for users to discover more interesting content.
Another problem was that the navigation can give the wrong brand impression. At a glance, most users thought they were on a shopping or a lifestyle site. We wanted to show a more complete view of CHOICE's uniqueness. Its three pillars are product testing, investigative content and consumer advocacy.
A deep dive into the data & content audit
How to tell where the navigation fell short? I turned to a year worth of Google Analytics data to find answers. I looked into search queries and popular pages. I took different ways to slice the data:
Are some categories more popular than others?
What is the most popular content type?
Would users look for one piece of content in more than one place?
Qualitative user testing