CASE STUDY
Keap Main Navigation
Keap makes marketing automation software for small businesses. I led a project to audit, optimize and test the app's main navigation, with multiple stakeholders.
The problem:
New features and an updated product vision necessitated a nav refresh. We wanted the nav to be more intuitive for our users and better surface our suite of tools.
Our team:
Driver: Content Designer
Approver: Director of Product Design
Contributors: Product Designer, Researcher, Product Manager, Product Marketing Manager
Informed: Chief Product Officer
1. Empathy and discovery
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I began by collecting data on the most popular destinations within the nav menu, and most-used pathways and shortcuts to items.
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Our team studied the updated product vision to consider its impact on the existing information architecture.
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In collaboration with a researcher, I ran tree tests and card sorts to evaluate the current state, with the addition of new features and tools.
2. Ideation
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I led workshops with the principal design and product marketing teams to present findings, review recommendations, consider risks and ideate solutions. Their feedback helped us move into our re-design of the nav.
3. Prototyping
The product designer and I created a prototype that:
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Retired a parent category that was rarely used and redistributed its child items
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Created a category to align with our new product vision and highlight certain tools
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Renamed items that users did not understand, based on testing
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Removed and added shortcuts based on user data
4. Testing
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Usability testing was performed with users and non-users of our app to evaluate the design.
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After changes were implemented in the app, we saw a 15% click-thru rate increase on key items, increased adoption of new features, and positive qualitative feedback from partners.