NAVIGATION REDESIGN - RESEARCH DRIVEN INFORMATION ARCHITECTURE IMPROVEMENTS

Case Study — Navigation Redesign

Seequent — 2020–2025
Role: Manager, Customer Insights
Scope: Global redesign across desktop and mobile
Regions: EMEA, NAM, LAM, APAC

Context

By 2020, Seequent’s global navigation had grown organically into a 25+ link mega-menu.
It listed product names without clear grouping, buried key customer tasks, and made support content difficult to locate.

This caused:

High drop-off rates on key product journeys.
Navigation loops observed in Fullstory session replays.
Confusion for both new and returning customers.

The redesign challenge was not just a UX problem — it required:

Evidence-based business case to secure leadership support.
Cross-functional alignment to ensure global adoption.

Research Approach

To guide the redesign and gain internal buy-in, I ran a multi-method research program:

Method Purpose Example Output

Fullstory Heatmaps & Journey Tracking Identify high-click areas, unused links, repeated loops. Click density maps showing drop-off points
Google Analytics Analyse top-visited & underperforming pages. Exit rate & dwell time data for menu items
Qualtrics Intercept Surveys Measure CSAT & Journey NPS for navigation. 18-month trend data across 4 regions
Customer Interviews (Teams) Understand expectations for finding products/support. Personas & key journey maps
Internal SME Interviews Capture insights from product, marketing, support. Pain point inventory

Key Insights

Product names lacked logical category grouping — hard for new users to scan.
Labels were brand-led, not task-led.
High-value actions (“Get Support”, “Try the Product”) were hidden deep in menu structure.
Mobile navigation lacked feature parity with desktop.

Solution — 2025 Category-First Navigation

Customer-Relevant Categories: Grouped products by discipline (e.g., Geology, Geotechnical, Data Management).
Task Shortcuts: Surfaced Support, Trials, and “View All Products” directly in the primary nav.
Mobile Parity: Identical structure across desktop & mobile for consistency.
Governance: Introduced a navigation owner to prevent drift over time.

Internal Alignment & Buy-In

Business Case Presentation: Showed heatmaps, CSAT trends, and quantified lost opportunities from navigation loops.
Stakeholder Workshops: Co-design sessions with marketing, product, and support teams to ensure adoption.
Leadership Approval: Presented prototype comparisons, tied design changes to KPIs (CSAT, conversion, retention).
Phased Rollout Plan: Reduced disruption while enabling A/B testing.

Impact & Measurement (post-launch)

+22% faster path-to-content for high-value product pages.
+18% increase in Support page engagement.
+0.6 uplift in Journey NPS (navigation-related feedback).
Significant drop in repeated navigation loops in session replays.