Eddie Laan - Navigation redesign

Project details

Background

The main navigation on ziggo.nl was outdated and over time became inconsistent due to the use of different interaction patterns per domain and platform. This caused an unwanted user experience in a cross-domain journey. The migration to a new platform, with Ziggo being end to end responsible for the development cycle, gave us designers the opportunity to step up and come up with a solution.

The brief

The Ziggo Design Community of Practice was asked to come up with a proposal for the main navigation that would fit the needs of our users and the business. Taking into account trends and developments within Ziggo and the market.

My role

I was ultimately responsible for the design and as project lead I made sure the project carried through. For the live experiments on the website I worked closely together with the CRO specialist in my team and CRO agency Online Dialogue.

What I did

Secondary research, Information Architecture, Interaction Design, UI Design, usability testing

Approach

Discover

Gathered insights via (previous) user research, online surveys, analytics, benchmarks and business needs.

Define

Conducted card sorting and tree testing experiments. Synthesized information and identified trends & themes.

Develop

Organized ideation sessions and workshops. Turned concepts into prototypes and tested these with users.

Deliver

Carried out large experiments to validate assumptions. Finalized designs and launched an MVP.

Approach

Discover

Gathered insights via (previous) user research, online surveys, analytics, benchmarks and business needs.

Define

Conducted card sorting and tree testing experiments. Synthesized information and identified trends & themes.

Develop

Organized ideation sessions and workshops. Turned concepts into prototypes and tested these with users.

Deliver

Carried out large experiments to validate assumptions. Finalized designs and launched an MVP.

Approach

Discover

Gathered insights via (previous) user research, online surveys, analytics, benchmarks and business needs.

Define

Conducted card sorting and tree testing experiments. Synthesized information and identified trends & themes.

Develop

Organized ideation sessions and workshops. Turned concepts into prototypes and tested these with users.

Deliver

Carried out large experiments to validate assumptions. Finalized designs and launched an MVP.

Design

The concept

The old navigation was strongly focused on sales. Customer Support and Entertainment received less attention. To better funnel visitors, I came up with a concept based on a number of key journeys in the Ziggo customer life cycle. This was also consistent with the card sorting and tree testing experiments.

Interaction and usage

I delivered guidelines for frontend development which describe the anatomy, behavior, states and usage of the components. The guidelines are part of the VodafoneZiggo design library.