restructuring of navigation and mega menu for frigidaire.com

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During the Summer of 2017 I worked as an experience design intern at VML on the Electrolux account for Frigidaire.com. I was assigned the restructuring of the navigation and mega menu for the website across desktop and mobile screens. At the time, the entire website was going through an overhaul.

Opportunity

My goal was to create an experience that would be familiar to people shopping for appliances, yet distinct to the new branding for Frigidaire.

During that season, Frigidaire was also launching a new appliance collection which I had to make sure was featured while considering the overall needs of the website.

Transforming a barrier to entry into a welcoming experience.

Provides multiple choices to guide the conversation
Replies contextually based on user input

Frigidaire's UX Goals

  • • Dropdown menus must be differentiated from links so that consumers understand interaction with the mega menu.

  • • User must be aware of the boundaries of the menu area when it is open in order to successfully interact with the navigation.

  • • Users must be able to easily access parts, filters, and accessories quickly to zero-in on products of interest and make a purchase.

  • • Users must be able to see relevant product types in the navigation

  • • Unique treatment for Owner’s Support so that consumers can find what they are looking for easier.

Design Process

AI Research
User Research + User Needs
Solution Ideation + Methods
User Testing
Learnings

Process Timeline

Index:
Heuristic
Competitive Audit
User Research
Content + Experience Strategy
Visual Design
User Testing
Documentation

Heuristic

Competitive Audit

User Research

Content + Experience Strategy

Visual Design

User Testing

Documentation

Sketches

Learnings

Skills

ux
information architecture
system design 
user research
user testing
taxonomy
audit

Tools

Sketch
Pencil + Paper
InVision

Team

Visual Brand Identity is Property of Frigidaire and implemented by the Electrolux team at VML.

All other parts of this project performed by me; reported to Tim Gillissen, Tyler Hilker, and Rob Romine at VML.

Tools

Sketch
Pencil + Paper