ADI Global Distribution is the industry's leading global distributor of security, AV, and low-voltage products. For more than 25 years, professional contractors, dealers, and installers have relied on ADI for products, solutions, knowledge, and support for projects and value-added services like industry training.
Brand Values
With a focus on building strong partnerships and prioritizing customer needs, ADI delivers innovative solutions and exceptional service that exceed expectations. Its dedication to continuous innovation and community engagement drives it to make a positive impact, both in the industry and in the communities we serve.
Goals
Enhancing User Experience and Driving Sales through Menu Redesign
- Revamp the website's menu structure and design to create an intuitive, visually appealing navigation system.
- Streamline navigation to facilitate easy access to products, promotions, and information.
- Ensure seamless responsiveness across devices to enhance accessibility and usability.
- Integrate promotions strategically within the navigation to maximize visibility and impact.
- Utilize existing website functionality to minimize development efforts while optimizing sales opportunities.
Analyze Old Header, Navigation, and Menus
What was Happening
Challenges Identified
Navigation Complexity: The existing menu structure posed challenges for users to find desired content efficiently, primarily due to the complexity of the three-tiered navigation system, leading to frustration and decreased engagement.
Lack of Responsiveness: The website's lack of responsiveness across devices hindered accessibility and usability, potentially resulting in lost opportunities for sales.
Promotion Integration: Strategic placement of promotions throughout the mega menu was necessary to maximize their impact on sales, requiring careful planning and execution.
Methods used to identify the problem.
Data Collection and Analysis: Comprehensive data on user behavior, including navigation patterns and feedback, was collected and analyzed to identify pain points and areas for improvement.
Competitor Analysis: In-depth research into competitors' menu designs and navigation strategies provided insights into industry best practices and opportunities for differentiation.
Some Data Collection and Analysis
Some Benchmark References
Hypothesis
Restructuring menus for intuitive navigation, ensuring seamless responsiveness across devices, minimizing development efforts by leveraging existing functionality, and strategically incorporating promotions would increase engagement and drive sales.
Where we started
Design Thinking Process
The design thinking process served as a guiding framework for our approach to solving the challenges identified in the project. It involved a series of iterative steps aimed at empathizing with users, defining problem areas, generating innovative solutions, and refining designs based on user feedback.
Empathizing with Users
Understanding user needs and pain points through research and data analytics, gaining deep insights into users' challenges with the existing navigation and menu structure.
Defining Problem Areas
We identified specific challenges within the navigation and menu structure. By defining the problem areas, we established clear objectives and priorities for the redesign efforts.
Ideating Potential Solutions
Drawing on creativity and innovation, we explored various design concepts and approaches to simplify navigation, improve user experience, and enhance visual appeal.
Prototyping and Testing Designs
We created interactive mockups and prototypes of the redesigned navigation and menu structure, allowing us to visualize and simulate the user experience and facilitating early feedback and iteration.
Iterating Based on Feedback
We carefully analyzed feedback, identifying the strengths and weaknesses of the prototypes and incorporating suggested improvements into subsequent iterations.
Themes & Opportunities
User-Centered Design: Prioritizing user needs and preferences in redesigning an intuitive and user-friendly experience.
Responsive Design: Ensuring seamless responsiveness across various devices and screen sizes to enhance accessibility and usability for all users.
Streamlined Navigation: Simplifying the menu structure to make it easier for users to find products, information, and promotions efficiently.
Cross-Selling Opportunities: Leveraging the menu redesign to highlight complementary products or related services, encouraging users to explore additional offerings.
Analytics Integration: Integrating analytics tools to track user interactions with the redesigned navigation and menus, enabling data-driven optimizations and continuous improvement.
Header, Navigation, and Menus Redesigned
The Results
The redesign yielded impressive results, with a noticeable increase in revenue within the first two weeks:
Revenue Growth: A remarkable 28% increase in revenue, equating to approximately 3 million dollars annually.
Enhanced User Experience: The streamlined menu structure and intuitive navigation significantly improved the overall user experience, increasing engagement and sales.
Responsive Design: The responsive design ensured seamless navigation and functionality across various screen sizes and devices, enhancing user accessibility.
Promotion Integration: Strategic placement of promotions throughout the menus effectively captured user attention and contributed to increased sales conversion rates.
What I did
My Role
As Product Design Lead, my responsibilities included research, strategy, concept development, and overseeing implementation.
• Leading data collection and analysis efforts to understand user behavior and identify pain points.
• Collaborating with stakeholders to define project goals and objectives.
• Contributing to developing hypotheses and design solutions based on insights gathered.
• Participating in the design thinking process, including ideation, prototyping, and testing phases.
• Monitoring and analyzing results to measure the effectiveness of the redesign and iterating on solutions as needed to optimize outcomes.
• Communicating project progress and results to stakeholders and team members, ensuring alignment and shared understanding throughout the process.
In collaboration with:
Michael Coman. Creative Director
Jay Biancamano. UX|UI Designer
Hunter Brady. Data Analyst
Supreet Mahajan. Business Analyst
Helen Jerman. Senior Copy Director
Michael Coman. Creative Director
Jay Biancamano. UX|UI Designer
Hunter Brady. Data Analyst
Supreet Mahajan. Business Analyst
Helen Jerman. Senior Copy Director
