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Ariat.com Navigation redesign
Ariat.com navigation was a combine project with the filters redesign project. The two projects were worked on in tandem to create a consistent site structure pre-holiday. With the new navigation, we’ve updated the primary links to incorporate gender as well as activity, which is three of our highest trafficked segments, as well as sale. The secondary navigation had additional functionality to allow stacking in columns to utilize the space as efficiently as possible while still telling our product stories. Lastly, we incorporated imagery to highlight certain products or collections to our customer. Ariat Life is the last link in the navigation that is constantly being updated by the marketing department. Prior to the redesign, there was not a secondary navigation, so with the redesign, this was a big upgrade where I was able to implement a navigation for the blog to give a preview to the customer as to what Ariat Life actually is.
What was I trying to solve?
Would like the ability to express the Ariat brand which would enable rich product and brand storytelling
Modify primary navigation
Original primary navigation allowed customers to shop by gender only
Wanted to allow customers to shop the way they want, whether by gender or by activity
Wanted to incorporate a more targeted experience for the customers who wanted to shop activity versus gender
Featured was included and was a dual gendered product listing of New & Best
The middle navigation (secondary) needed to be organized and utilize the space more efficiently to allow for various ways of shopping
Example: We wanted to be able to include a Shop by Activity, Collections, and a Featured column with visuals
Wanted to have a focused New Arrivals and Best Sellers experience across gender and activity so it wasn’t overwhelming for the customer
Ariat Work was a separate website
Ariat Work as a separate website caused a disconnect for the customer that may shop across a variety of our categories
Caused extra work for the e-commerce team to maintain
Wanted to consolidate the brand to make it easer to shop all products and enable crossover between consumer sets which would lead to a higher average order value
Needed to allow for scalability and flexibility
Functionality:
Included imagery in navigation to highlight products or collections
Created a secondary navigation for Ariat Life blog
Allowed for stackable categories within the navigation to better utilize the space
New primary navigation that simplifies the consumer journey and elevates Western, Work & English categories
New middle navigation with beautiful, compelling imagery, clear categories, and relevant search keywords
Allowed for more flexibility (especially helpful for holiday)
Incorporated analytics into navigation
Measurement of Success:
Prior to the navigation redesign, Ariat did not have the links tagged on Google Analytics so we weren’t able to do a before and after of the analytics, however, we did see a dramatic improvement in volume of calls to our customer service team relating to navigation questions or issues. We also received a lot positive feedback from our users through our qualitative data.
