I’m excited to share the case study on our information architecture overhaul for Vans! I led the redesign to optimize site navigation and improve user experience on both desktop and mobile platforms. By leveraging user research and data analysis, I created a more intuitive structure for seamless access to products across the brand’s extensive e-commerce ecosystem. The results were remarkable, with a significant increase in user engagement and satisfaction. Join me as I detail the process, challenges, and outstanding outcomes of this project!
Methodologies
I started with a usability study (using SUS) that revealed friction points in navigation, search, and filters on the Vans site. To uncover dominant mental models, I conducted an open card sort, followed by a closed card sort for validation. I then tested the findability of key resources using a tree test to ensure users could easily locate products.
Collaboration with stakeholders was vital, but due to layoffs, I had to quickly onboard a new set of stakeholders mid-project. I navigated this by using presentation decks and metrics to communicate the initial ask, goals and current project status, highlighting the importance of managing political dynamics in the UX process.
SUS (System Usability Scale)
The SUS is a standardized questionnaire used in UX to assess the usability of a product by measuring the ease of use, efficiency, and overall satisfaction experienced by users. It provides a quick, quantifiable way to evaluate user perceptions.
For the Vans taxonomy/IA revamp, I leveraged System Usability Scale results to uncover critical pain points related to site navigation, content discoverability, and overall ease of use. The feedback revealed specific areas where users struggled to find products or navigate between categories, highlighting inefficiencies in the site’s information architecture.
These insights allowed me to prioritize key structural changes, such as reorganizing the taxonomy to create a more intuitive hierarchy and improving labeling conventions. By addressing the specific issues surfaced in the SUS scores, I was able to design a streamlined IA that not only reduced friction but also enhanced the overall user experience, making the site more efficient, user-friendly, and aligned with user expectations. The SUS results were instrumental in guiding data-driven decisions throughout the project.
Hypothesis: Users may not be aware of Vans shoe names to the point that they can find them using the Mega Menu.
Goal: Gauge users familiarity & knowledge of Vans shoe styles. How & where on the website can this be made most helpful to users?
Method: I met with key stakeholders to discuss next steps for friction points uncovered during the SUS evaluation. We pulled metrics from the site, and narrowed down product pages with the least engagement as well as Vans’ all time best sellers.
With a final selection of 21 shoes, images of each were put in front of 10 users who had to select shoe names from a list. Users had the ability to choose multiple answers, in order to expose overlapping points of confusion. I further delved into why this confusion exists with a string of follow up questions about the activities for which each shoe might be best suited.
Key Findings
Exposure: Though participants are familiar with a Standard Vans ‘Look’, this idea varies from user to user.
Context: Most users require some point of reference with Vans Shoe Names, whether it is through imagery or using language that speaks to them
Consumer Education: Bridging the gap in consumer knowledge of Vans’ shoe names will simplify website navigation, improving user engagement with the site.
Conclusion
While consumers may recognize the brand’s classic styles, they often struggle to identify specific names. This suggests a gap in consumer knowledge regarding the brands’ catalogue.
Hypothesis: Users are less familiar with Vans’ existing nav structure and/or some terminology in it.
Goal: Get a holistic view of the average users’ Mental Models to discover new ways we can categorize our products.
Method: I moderated 30 open sort sessions using a self-made Figjam template.
Key Findings
Cognitive Load: Some consistency & consolidation is required in the mega menu. Most users felt overwhelmed not just by the number of menu items but also by unfamiliar terminology°
Unisex Appeal: Vans’ embrace of Unisex Fashion resonates with users, reflecting the brand’s inclusive & versatile styles.
Utilize Website Real Estate: Secondary mental models & user needs can also be met with a more intuitive Filter, PDP, Footer & Utility nav experience.
In/Tension Modeling
I love using In/Tension modeling, a powerful synthesis method that turns conflicting data into insights. Instead of dismissing polarized perspectives, I dive into them—collecting both dominant and secondary mental models from users. By mapping these models with graphs and charts, I visualize the differences and zero in on the overlapping behaviors and pain points that reveal unexpected connections.
During this card sort, I noticed something fascinating. Users were conflicted about how they shop by gender, and as I rewatched the sessions, I saw many actually revise their initial card organization. It was almost as if they were battling a deeply ingrained urge to shop by gender—a structure they’ve grown used to. It was an exciting moment, witnessing that shift in mental models and realizing how fluid user thinking can be when prompted to reimagine their choices.
During these moderated sessions, I probed into why users revised their card sorting and found that their perception of the Vans brand played a major role. Vans, associated with the gender-neutral look of skate and BMX culture, led users to shift from traditional, gender-based shopping habits. Initially, many defaulted to sorting by gender, but as they reflected on Vans’ unisex appeal, their mental models changed. This revealed how strongly brand identity can influence and reshape consumer behaviors, even overriding ingrained shopping patterns once users recognized the brand’s inclusive philosophy. (Read more here)
Opportunities for Improvement
Add consistency to terminology and remove repetitive items.
Allow users flexibility to narrow their search results using Filter and PDP selectors (e.g. Gender, Wides, etc.)
Prioritize consumer exposure & education on Vans’ Shoe Names and deprioritize non shopping related information such as Sustainability, which users expected to find in the Footer or PDP. A/B Test.
Next Steps
Validation: I scheduled a touch base with stakeholders to ensure we are aligned with business goals before conducting a closed card sort.
Testing: After incorporating stakeholder feedback with user insights, I tested fundability of Vans resources in this navigation structure on 100 users.
Performance Metrics: Final changes were made after share out with stakeholders. The taxonomy was further updated based on performance metrics from content square.
Summary of Validations
Closed Card Sort
As the next step in my research, I conducted a closed card sort using predefined categories finalized with stakeholders to validate findings from Phases 1 and 2. The results were promising: the genderless model resonated with Vans users, and both Vans and non-Vans users appreciated the improved context and consistency in the mega menu. While sorting was smoother, with fewer discarded cards, users still experienced cognitive overload and highlighted the need for consolidation, providing clear direction for refining the model further.
Tree Testing
To test the usability of the new taxonomy structure, I conducted a tree test to evaluate user navigation within the information architecture. The findings revealed that users appreciated the simplistic and consistent labeling, which enhanced their navigation experience. However, 48% of users expected to find “Checkered” under Vans Classics, highlighting a menu oversight. Additionally, “Vans Customs” and “Off the Wall” were challenging to locate, as many users were unfamiliar with these categories. This feedback underscores key areas for improvement in the overall menu organization.
Metrics and Outcomes
The results of our overhaul have been remarkable! In just three months post-launch, we saw a 35% increase in user engagement and a 25% reduction in bounce rates, showing users can find what they need more efficiently. User satisfaction ratings also rose by 40% in post-launch surveys, demonstrating the new design’s positive impact. These metrics validate our efforts and motivate us to keep enhancing the user experience. I’m excited about our achievements and eager to apply these insights to future projects!
Stakeholder Share Out
In my final presentation to stakeholders, I shared key recommendations based on our findings. I proposed adding the Checkerboard Collection to Vans Classics, as most users expected to find “Checkered” there. I also suggested rethinking the Customs and Off the Wall sections to align with Nike’s menu treatment for Jordan and Converse, as some users felt overwhelmed by the visible options in the megamenu. Many prefer casual browsing and rely on filters for specific searches, indicating we could take inspiration from Nike’s utility navigation bar. Lastly, I recommended aligning our findings with SEO strategies to enhance the overall user experience.
User Feedback
Pretty easy to browse through…Umm I would say well labelled and well organized!
