We found that tarte.com’s navigation user experience was lacking in several key areas. Tarte’s navigation required a streamlined taxonomy and updated UI styling. Our team’s redesign goal was to create an app-like experience (on mobile) with a minimalist modern design, highlighting product categories & key customer tools.
Competitive analysis: to determine strengths and weaknesses of other navigation experiences across best-in-class e-comm sites
Site search logs to determine what users are searching for
Google Analytics key words to pin down tarte’s high traffic site pages and search terms used to find tarte.com
Key content to include:
UI features to account for:
After the team aligned on the low-fidelity mocks, I proceeded with high-fidelity mocks. I implemented our updated site styles for typography, colors, and buttons. I was sure to utilize ADA compliant color ratios on graphical elements along with accessible tap target sizes.
Side by side comparison of the old navigation system verses the updated redesign.
