Mobile App Navigation

The Problem

We identified that the original navigation experience on the Product Details Page required excessive scrolling, which created friction in the customer journey. For example, when customers selected a product variation—such as a different color for an area rug—they needed to scroll back to the top of the page to view the updated main image and confirm their selection.

Our goal was to create a more seamless and intuitive experience by reducing unnecessary scrolling while ensuring that key product information remained above the fold to better support customer purchase decisions.

Research & Discovery

Due to budget constraints, we have operated with limited access to software and research tools, which required me to take a resourceful and adaptable approach. On the positive side, this experience strengthened my ability to develop alternative methods for gathering and analyzing data. I became highly effective at leveraging the tools available to us, including Google Analytics event tracking, AI, Apptentive feedback surveys and app reviews, and Google Firebase A/B testing.

Rather than relying heavily on upfront research, we adopted a “build-to-learn” approach, using iterative development combined with ongoing monitoring and optimization to inform decisions as we progressed.

Design & Iteration

We chose to approach this initiative in two iterations to better measure and evaluate the impact of the new pricing presentation. The first iteration focused on validating that condensing the information and reducing the need for scrolling would not negatively affect performance. Through A/B testing, we confirmed that the streamlined layout was effective.

The second iteration introduced price variations directly within the option selections, since the primary pricing information is now positioned below the fold. We are still in the process of measuring the full impact and success of this update, but the early results are promising.

Outcome & Impact

This remains an ongoing initiative focused on evaluating and iterating across every page within the mobile application. The project presents several complexities, with the primary challenge stemming from one of our greatest advantages: maintaining a single native app code base across iOS, Android, and all three of our brands. As a result, we must approach updates thoughtfully and strategically to ensure that any changes deliver a positive impact across all platforms and brands simultaneously.