THE PROBLEM
The business is evolving into a leading omni-channel marketplace in an increasingly challenging DTC space.
How do we redesign the navigation interface to be more intuitive + supports discovery and new product adoption, while providing added clarity for new/returning customers as our catalogue grows?
THE BUSINESS
Dr. Squatch’s quick ascent into a household staple meant we rapidly outgrew various platforms to keep up with exponential amounts of traffic + customers (between '21-'24, we scaled our YoY revenue 300+% !!). Super awesome, but also had many consequences in increased technical+ design debt.
As the company scaled, so did it's product catalogue; with an aggressive annual expansion calendar and impressive weekly foot traffic (500k+ unique visitors), I had the responsibility to ensure that we could address our customers pain points, without bloating the business's long-term roadmap.
OBJECTIVE
1 of 4
Create an improved user experience with seamless IA, while highlighting our main acquisition drivers.
OBJECTIVE
2 of 4
Identify business and customer pain points in the current marketplace navigation.
COMPETITIVE ANALYSIS
ITERATIVE TESTING
OBJECTIVE
3 of 4
Future-proofing the expansion of our product catalogue.
BEFORE
AFTER
Scaling up navigation IA to enable growth in a transforming DTC marketplace.
PRODUCT DESIGNER
MAR—JUL’24
DR SQUATCH
THE BUSINESS
Dr. Squatch’s quick ascent into a household staple meant we rapidly outgrew various platforms to keep up with exponential amounts of traffic + customers (between '21-'24, we scaled our YoY revenue 300+% !!). Super awesome, but also had many consequences in increased technical+ design debt.
As the company scaled, so did it's product catalogue; with an aggressive annual expansion calendar and impressive weekly foot traffic (500k+ unique visitors), I had the responsibility to ensure that we could address our customers pain points, without bloating the business's long-term roadmap.
THE PROBLEM
The business is evolving into a leading omni-channel marketplace in an increasingly challenging DTC space (changes to paid ad space vs. organic, macroeconomic factors, market saturation, etc.)
How do we redesign the navigation interface to be more intuitive + supports discovery and new product adoption, while providing added clarity for new/returning customers as our catalogue grows?
OBJECTIVE
1 of 4
Create an improved user experience with seamless IA, while highlighting our main acquisition drivers.
OBJECTIVE
2 of 4
Future-proofing the expansion of our product catalogue.
OBJECTIVE
3 of 4
Identify business and customer pain points in the current marketplace navigation.
OBJECTIVE
4 of 4
Standardize the navigation taxonomy to improve usability on other high-touchpoint areas.
NEW COLLECTION PAGE TEMPLATES
OUTCOMES
Reduce fatigue and streamline engagement to areas of opportunity for the business, by appropriately clustering our product catalogue.
Relieve mental load by eliminating duplicate content, shortening the length of time it took to reach the intended goal.
Avoided risk to traffic, CVR, and user engagement on primary acquisition drivers.
Increased CVR, Click-through Rate, AOV across product catalogue, and improved second-order CVR and net-subscriber growth.
OBJECTIVE
4 of 4
Standardize the navigation taxonomy to improve usability on other high-touchpoint areas.
NEW COLLECTION PAGE TEMPLATES
OUTCOMES
Reduce fatigue and streamline engagement to areas of opportunity for the business, by appropriately clustering our product catalogue.
Relieve mental load by eliminating duplicate content, shortening the length of time it took to reach the intended goal.
Avoided risk to traffic, CVR, and user engagement on primary acquisition drivers.
Increased CVR, Click-through Rate, AOV across the product catalogue, and improved second-order CVR and net-subscriber growth.
Scaling up navigation IA to enable growth in a transforming DTC marketplace.
ROLE:
PRODUCT DESIGNER
TIMELINE:
MAR—JUL’24
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DR SQUATCH
Ashley Chen is a design strategist, crafting scalable solutions where usability meets complex business problems ❋
