The Challenge:
The top navigation on JD Sports UK’s website was starting to look a bit like a jumble sale - cluttered, confusing, and not exactly user-friendly. Many visitors were skipping it altogether and diving straight into the search bar. My mission? To give it a total makeover, making it easier for folks to find what they’re looking for and giving our internal teams a bit of structure too.
Project Scope:
This was a team effort, no doubt about it. I had to work closely with folks from all corners of the JD Sports world - merchandising, SEO, development, CRO - you name it. Our goal? To cook up a navigation system that just made sense, something we call Categories, Titles, and Products, all in line with JD Sports’ lingo and goals.
Approach:
We kicked things off with a good old design workshop, getting everyone involved to hash out their ideas. Then, I dove into the data, digging through Google Analytics to see how users were interacting with our current setup. And of course, I couldn’t resist a bit of snooping around on competitor websites like End, Hanon, and The Chimp Store, plus a few big retail names like AO and Argos.