1800Flowers.com Enterprise
Landing Page Navigation
Introduction:
This project was a strategic initiative to improve product discoverability using landing pages and parallel navigation. The goal was to create a clearer hierarchical structure, connecting global navigation to specific product collections, driving higher conversion rates, and enhancing user engagement. As the lead designer, I collaborated closely with the Director of Product, Search, and Navigation, ensuring seamless integration of design, product strategy, and technical requirements across teams, which resulted in a more efficient user experience and improved product discoverability.
Challenge:
Provide a clearer hierarchical structure for customers through an intermediate level of organizational landing pages that connect the highest level of global navigation with the set of terminal collections.
The existing landing pages lacked a cohesive structure, leading to user confusion and inefficiencies in cross-merchandising. We aim to improve discoverability via collection page hierarchy and content, drive consistency of merchandised experience, and simplify the merchandising process.
Research & Analysis:
We identified gaps in content structure and user flow on existing landing pages, leading to confusion and disengagement. By analyzing competitor platforms like Amazon, Wayfair, and Target, we studied how they effectively guide users from general categories to specific products. Leveraging user behavior data, session recordings, and feedback, we uncovered pain points in product discovery. These insights drove the design of a custom landing page structure that improved discoverability, maintained visual consistency, and aligned with the brand’s goals.
Patterning:
Design Process:
The design process began with wireframing potential layouts that would best highlight the hierarchy and content of the landing pages. We explored several design options, each aiming to simplify navigation and improve product discoverability. We focused on balancing aesthetic appeal and functional clarity, ensuring the pages were beautiful and easy to use.
We created landing pages, prioritizing top-matching collections with strategically placed content to support cross-merchandising. We also introduced a tab parallel navigation component, allowing users to navigate between subcategories seamlessly—the design approach aimed to improve the shopping experience, directly contributing to key business goals.
Wireframes & Flow:
Itterations:
Implementation
Testing & Results:
Testing: A/B testing was implemented to rigorously evaluate the new landing page's performance. Key metrics such as conversion rates, session length, and interaction rates were closely monitored. Early results showed promising improvements in user engagement, indicating that the new design effectively met both business objectives and user needs.
Outcome:
The redesigned landing pages are in the final stages of testing, with early feedback indicating significant improvements in user navigation and site interaction. These changes are expected to increase conversion rates and create a more cohesive shopping experience, aligning with the project’s primary goals.