Exploring Navigation Systems
for Enterprise
PROJECT OVERVIEW
We updated our Enterprise Navigation Systems and now need to understand the strengths and weaknesses of competitors and other SaaS companies. By comparing and learning from them, we aim to uncover better solutions and address pain points in our own system. Through this research and analysis, we expect to attract and win new customers. https://www.bigcommerce.com
GOAL
-
Acquire data and plan to improve what we miss on the Enterprise navigation.
-
Review our position by comparing and analyzing other competitors' navigation.
-
Achieve a comprehensive knowledge base for potential and regular customers.
-
Allow the user to focus on information more quickly.
-
Expect a significant increase in traffic to our Enterprise site
ANALYZE & COLLECT CTR RATE
CLICK IMAGE
TO ENLARGE
Jul '21 to Sep '22 Range 20,000 - 47,000 11,000 - 20,000 4,000 - 11,000 0 0 - 4,000
-
Structure
-
Style
-
Features
-
Link: Placement, Labels, and Shapes
CLICK IMAGE
TO ENLARGE
CLICK THE THUMBNAIL OR
USE THE SIDE ARROWS TO VIEW
CUSTOMER PERSONA & JOURNEY MAP
I created customer personas and a journey map. These deep dives allowed us to gain more detailed insights into best practices for our users and their behavior patterns and preferences. These findings provided valuable information that informed our navigation design decisions and helped us create a more user-centric experience.
CLICK IMAGE
TO ENLARGE
FINAL INFORMATION ARCHITECTURE
CLICK IMAGE
TO ENLARGE
OVERVIEW USER TESTING
We want to confirm that these overview pages help our users find the best practices, and we can integrate them into other pages. We also want to test if desktop and mobile have other users' behavior or results.
1. Goal
-
Clarity of content
-
Design layout, interactive behavior, primary CTA with labels
-
User flow and easy access to information.
2. Highlight of Key Takeaways
-
Overall positive feedback covering the overview pages.
-
Confirming the direction of overview pages.
-
The overview gives a quick tour of the platform and understanding of the contents.
-
Desktop view has more positive results for overview of effectiveness. It’s reasonable to assume that with the size of the screen.
-
The overview page needs enough information but considers the minimum amount of information our users need to accomplish their task.
STICK-TO-SCROLL CTA A/B TESTING
We tested two different visual treatments with the same order: Call Sales:1-888-248-9325 and Log in at the bottom. We tested separate CTAs orders and locations after this user testing. We want to know which option can provide a better user experience, increase the number of leads, and provide easy access to contact or log in for this testing.
OPTION A
Primary CTA being the sales number, and secondary being log in
OPTION B
Primary CTA being the log-in and secondary being the sales number
FINAL PROTOTYPE & MOCKUP
NAVIGATE THROUGH THE INTERACTIVE MOCKUP
FINAL PROTOTYPE & MOCKUP
NAVIGATE THROUGH THE INTERACTIVE MOCKUP
POST-RELEASE INSIGHTS & NEXT STEPS FOR NAVIGATION ECOSYSTEM
After completing Enterprise Navigation, we’ll shift focus to updating Essential Navigation and improving related pages like the Help Center, Apps, Microsites, and Campaigns. The Ecosystem Map illustrates how these properties connect, helping create a smoother, more integrated experience.
Post-release data shows high engagement with links like “Pricing” (14,295 clicks), “Menu,” and “Start your free trial.” However, the presence of “undefined” (4,460 clicks) signals a tracking issue to fix.
Mobile usage rose to 38.6%, but mobile signups lag at 26.6% versus 72.6% on desktop—highlighting the need to improve mobile conversion paths.
Ecosystem Map
Page Traffic
Users click on the following links:
Devices Traffic
Devices used by visitors to the /enterprise/ section of the site.
US Enterprise Pages
