Ecommerce + Wayfinding + Critical paths + B2C
Helping people find more of what they want faster.
Understand how folks are navigating the site to complete top tasks. Then identify areas of opportunity for both small wins and big bets. Measure these new experiences via A/B testing against company identified metrics of success.
Impact analysis, 1 month after launch. Looking at adopters vs non-adopters.
Collect signals, or evidence, that illuminate the problem space from both a business and user perspective. Once collected, use these signals to paint a clear picture of the problem and recommend a path forward.
Removing the interface to deeply understand how people make a decision based on categorization of content.
This was a first at Weedmaps. I've had experience conducting these tests before so I was able to share some learnings with team and eventually provide enough rationale to get stakeholder buy-in. I mention this because it required a bit of patience and advocacy to adopt this tool, as with most things research. Once that hurdle had been crossed we were up and running.
10+ years of evolving the product and navigation to support user needs.
The similarity in labels caused hesitation and confusion.
Armed with newly found insights from our users I looked to the data to add another signal to the research. I wanted to understand how people navigate across platforms and surfaces.
The team at WM has a very sophisticated data stack and I would only be scratching the surface of it. My goal was to go wide and look for anything that supported the confusion observed in the tree test.
What happens if we direct more traffic to a particular destination?
% change in traffic = current nav clicks + (% change in tree test * current nav clicks)
Desktop navigation engagement rates and mobile navigation rates were very similar.
By exposing the navigation on mobile web, we believe wayfinding will drastically improve and lead to more people finding what they want on Weedmaps. We will know this is true if we see a lift in Navigation CTR, Listing Page Views, Engagement Rates, and Promoted Engagements.
A simple solution to a sophisticated problem.
MEGA MENUS, DROP-DOWNS, AND MORE
Several treatments were explored from simple drop-downs to mega menus. The mega-menu was something that sales really liked the idea of since it could also provide a new surface to monetize. Drop-down navigation had never been implemented at Weedmaps and could complement the new proposed navigation tree.
EXPOSING THE NAVIGATION
What would happen if we place critical navigation items from the hamburger menu in a horizontal row near the top of the site? This was attractive for a few reasons. First, the interaction cost was lowered versus being hidden behind a menu. Second, it would provide a clear signpost for people to use during their journey on the site. Lastly, we could move on this almost immediately.
Quantifying the value of wayfinding with a hypothesis grounded in research and supported by data.
Navigation plays such a profound role in almost in every journey that people take on the site and app that we had to scope what we would measure. We decided to keep it high level and then look to conduct an impact analysis after.
Due to a hiccup in our data stack, we had to pull the test after only 2 days. We thought of relaunching the test but our Data team determined we had enough data to reach statistical significance.
The results were positive and supported the initial hypothesis. This gave us enough confidence to roll the feature out to 100% of our audience on web. Once ramped to 100% is when we really started to observe how impactful this change was. The post-impact analysis is shared above in the "Outcomes" section.
Listing Page Views
This is a glimpse into an ongoing effort to improve wayfinding for our users. It's inspired new ideas and harder conversations around all things navigation. Additionally, it has helped to mature the design team's research efforts and provided us a measurable outcome to speak to.