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The new "two page high" homepage caused a lot of concern about scrolling (why create space for marketing if no one will see it...).
The creative team worked as a team on this problem. I redesigned the navigation to draw folks down the page. This, along the with other graphic improvements made by the designers improved clickthrough below the fold.
I also added another level of hierarchy to further define the growing numbers of categories, coming up with "send by occasion", "send by person" and "Send by style"(was renamed to "more reasons to send"). The top level categories were just growing too unwieldy. This change improved scannibility, we saw in usability tests. Users looking for "birthdays" or "something for my boyfriend" could quickly locate the appropriate category.
The other major change I made was right before this redesign. I was constantly looking for ways to get users to popular cards without destroying the hierarchy. Movie cards (which were popular during the run of the movie but lived in entertainment>movies) and holiday cards were the most typical offenders. I came up with the simple solution of adding a link to the parent category on each of the featured thumbnails on the homepage.
Numbers proved the success of this small change. In the past one card would wildly out sell all the others in its category... the one featured on the homepage. Now --while the featured card still tended to be the big seller-- other cards from the category were sent and there was a much smaller gap between the number one best seller and the second and third.