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.
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.
The new navigation experience:
Frigidaire needs consumers to easily access parts, filters and accessories quickly so users can zero in on products of interest and ultimately make a purchase.
• 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.
Through what we called 'navigation discovery,' I identified pain points within the current elements of navigation and mega menu:
• Main Navigation Menu
• Sub-navigation Menu
• Search Bar
• Mega Menu
I gathered best-in-class examples from inside and outside of the appliance category to see how other websites successfully implement mega menus into their site navigation.
All of the examples studied during the competitive audit had similar attributes in common that made them successful:
By understanding the needs of the different users of Frigidaire.com I would be able to create a site that could function to serve all of the user sets needs.
Most of the visits to the website are not to browse products. In fact, I discovered that most visits are from existing Frigidaire product owners to purchase accessories and water filters.
In this case, a user is defined as anyone that is using Frigidaire.com to browse products and collections. A user would normally spend less than ten minutes on the website and would rather look on websites like Home Depot and Lowe's to browse appliances.
The back-end of the website needed consumer data to flow into SAP CRM (integrated customer relationship management software) error-free. This is crucial to collect data on user behaviors and purchasing through the website.
I compartmentalized the content into two areas: the main navigation and the utility bar.
All items in utility bar are direct links, leaving room for the main navigation assets to expand into a mega menu.
We proposed three distinct mega menu formats to the client. Each format allows for the chunking of three compartmentalized content areas:
The highlighted categories with large thumbnails provides a faster way to view all items within a product category or content area.
Translating the desktop concept to mobile meant translating product categories into tappable pages.
Concept 2 calls out the product categories, meaning that users can reach the category or product listing page with fewer clicks.
• Access to item types (i.e. French Door) within navigation.
• Indicator carets distinguish items with subcategories.
Concept 3 removes thumbnails entirely; products are chunked into category by mental models of activity.
Indicator carets distinguish items with subcategories.
We used usertesting.com to gain user insights on the proposed concepts for both megamenu and navigation. InVision prototypes were used.
Based on user feedback, the utility bar was a well-recieved feature. The implementation of a utility bar has been made live.
Born out of a passion for fighting injustices faced by women online, I am happy that I created a tool that is not only functional, but addressing a very real issue in a brand new way. As a creator I will continue to concept for and solve real-world problems.