Optimising a complex navigation with Hick’s Law

The top navigation plays a critical role in how users discover products on the Not On The High Street (NOTHS) website. However, its current structure presents significant challenges – an overwhelming interface, excessive content, and disruptive interactions are hindering product discovery. This creates friction in the browsing experience, contributing to increased exit rates and missed revenue opportunities.

Goal

Improve the top navigation of the website to help users have a more efficient product discovery journey, a better experience which builds confidence in our platform, and support conversion and increase revenue as users are more likely to discover relevant products.

Actions

Analysed our current experience to define problem statements and hypotheses on how we might improve our top navigation, using Hick’s Law principles as best practices guidance.

Created high-fidelity designs for multiple phases of work with a focus on layout and content optimisations.

Results

Defined various approaches to optimise the top navigation, whilst considering the level of effort to implement, business implications and how SEO performance might be impacted.

Please note: this design work has not yet been implemented (as of April 2025), therefore there is no quantitative data or qualitative feedback to report as a result.

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