In 2013 M&S introduced a new 3-tier navigation menu, which caused confusion among their customers. Follow-up user testing and customer surveys showed that the navigation did not work well.

M&S wanted to reorganise the information architecture of the whole navigation menu (womenswear, menswear, etc.) on their live website in order to move from a 3-tier navigation to a 2-tier navigation. They needed to know which areas of the navigation were the most important for their customers, and where those items should be placed on the navigation menu.

We proposed doing an open card-sort, in order to challenge the naming of the categories and find out where users thought the items should be placed.

A couple of months after, M&S have moved to a 2-tier navigation and initial evaluation has shown that users can navigate the site better.

• Card Sorting
• Information Architecture

• BI & Analytics