Optimising Navigation to Improve Engagement – Elvie Website Redesign

Redesigning Elvie’s website navigation for better mobile usability, accessibility, and user engagement.

As a Product Designer at Elvie, I led the UX/UI redesign of the ecommerce navigation to improve product discoverability, user engagement, and conversion (especially for mobile shoppers). The new design supported the launch of new products and followed accessibility best practices to deliver a smoother, more accessible shopping experience.

 

Impact & Key results

📈 35% Increase in Product Page Interaction – Users explored more products across the site.

📉 20% Decrease in Mobile Bounce Rate – Mobile users stayed engaged for longer.

💸 15% Uplift in Conversions – Improved navigation helped more users complete purchases.

🧠 WCAG-Compliant Navigation – Enhanced contrast improved accessibility and readability on mobile.

 

Challenge

The existing navigation was cluttered, hard to use on mobile, and failed to scale with new product lines (Catch, Curve, Stride).

Fine text on dark backgrounds caused accessibility issues, and product names alone confused users unfamiliar with the range.

Solution

  • Restructured the site’s information architecture to accommodate new products.

  • Redesigned the mobile first navigation, prioritising accessibility, clarity, and scalability.

  • Proposed adding product imagery to support unfamiliar users (later deprioritised due to technical constraints).

  • Focused on quick wins like colour contrast to deliver impact early and iterated toward bigger changes.

My Role: Product Designer
Team Composition: Service Designer, Product Owner, Developers, Marketing
Timeline: Jan 2021 – March 2021

🚀 Impact

✅ Improved discoverability and conversion for thousands of daily mobile users.
✅ Enabled Elvie to scale its e commerce experience alongside new product launches.
✅ Set the foundation for future iterations informed by research and analytics.

 

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See the full case study for a deep dive into research insights, design decisions, testing, implementation details… and more!

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