How to Choose an Ecommerce Agency

As directors of business development at Something Digital, we are constantly asking ourselves the question: what is going to help this prospect decide to choose Something Digital as their partner on their eCommerce journey? Since we are thinking about this every day, we figured it would be a good idea to share our thoughts on the matter. Choosing an agency ultimately comes down to three decisions: Do I trust these people? Is the price they’re offering within my budget? And does this agency’s capabilities match what I need from them? With that, we bring you part one of our three-part series of how to choose an eCommerce Agency:

Trust

There’s a reason we chose to write about trust first: it is THE MOST IMPORTANT part of choosing an agency. If you have an immense amount of personal and professional trust in the agency you choose to lead you on your eCommerce journey, then you can extend your budget because you know the project will be done right. Obviously trust is a feeling (a belief even), it can be emotional: “I get a good vibe from these people”, “they seem trustworthy”, “wow these people seem to know what they’re doing”, etc. But you can take action to get to know them better, and establish a stronger relationship to allow for a smooth eCommerce journey.

Ask yourself the question: what is this agency’s reputation?

Assuming you already have an eCommerce store, you may be using a platform like Shopify or Magento. What you may not know is these platforms have dedicated channel management teams that interact daily with their partner agencies. They can tell you verticals an agency works in, what systems they have integrated with in the past, issue resolution they have come upon working with a particular agency and so on. Asking your account manager at these platforms for recommendations on an agency is a great first step to finding the one that is right for you and your business.

But don’t stop there, you may use a reviews platform like Yotpo, or a personalization company like Nosto, or a deferred payments company like Klarna. Well guess what? They all have channel managers that interact with agencies too. These people are great resources for you to gauge a particular agency’s reputation in the eCommerce marketplace. Not only that, but you will also get insight into the agency’s familiarity with your tool set!

Develop a relationship in the sales process

News flash! The business development person you are speaking with probably is not going to be intimately involved in the day-to-day operations of your eCommerce store after you start working with the agency. On top of that, it is the salesperson’s job to make you feel comfortable with them. So, it is always valuable to get introduced to those who will be more involved. For example, at Something Digital we have development, creative, strategic engagement and project management leadership who are excited to get on calls with prospects. These people will be your escalation points on the project, so it is important you develop a rapport with them. One excellent way Something Digital has found will develop a strong relationship with people is the actually the traditional way: breaking bread. Sharing food with one another has been a great tool for our clients to establish a personal rapport with us,  When you truly sit down with someone and connect with them over a delicious meal, your hesitations are cast off and you become friends. Friends do right by each other. If anything ever goes wrong (and if you’ve been in the agency/client game long enough, you’ll know that even you’re the best that’s actually a “when”, not an “if”), you’ll have the relationship to fall back on.

The other thing developing that relationship does for you is it allows you to assess the culture of the company you are working with. The reality is, you’re going to be spending a lot of time with these people, so you need to know if these people are the type of people you want to spend time with. A colleague explained it to me this way: if you were stuck in an airport with them on a 10-hour delay, would you ever want to see them again after that? If you would, then they’re probably a good culture fit. Another point here, at some point in your relationship, issue resolution will happen, so when something goes wrong, having that relationship established is hugely beneficiary. On the other hand, things will also go right, so ask yourself the question: when things DO go right, are these the people I want to celebrate with?

First get a sense of an agency’s reputation, and then find ways to connect with them more intimately.You’ll have a leg up on deciding if they’re the right agency for you on your eCommerce journey. Trust is THE MOST IMPORTANT aspect of choosing your agency partner.

Keep an eye out for part 2 of our 3-part series on choosing a partner agency. Until then, contact us with all your questions and to learn more!

A Year — Or Was That a Decade? — In Review

As I sat down to write this year in review I was struck by the way 2020 felt more like a decade rather than 12 months. In a typical year of ecommerce we’ll have just a handful of high notes, most of which tie to seasonality — a record-breaking Amazon Prime Day or a sales-smashing Singles Day. I think we all miss the normal ebbs and flows we’ve come to expect, but 2020 was not to be so.

Nobody, of course, wants to read another article about the pandemic and the way it has upended our lives and businesses. Yet it’s impossible to talk about ecommerce, or even retail, without talking about its huge outsized influence. COVID-19 is the elephant in the room.

The pandemic has caused major upheavals in the way we shop, socialize and get our news; we’re not likely to return to “normal” whatever that is, anytime soon. The sustained fear, long lockdowns, and urgent desire for contactless everything has elevated the role of digital and permanently altered our behavior. It really is rather extraordinary.

COVID Accelerated Digital Shopping

Without a doubt the overarching theme of 2020 is our new-found dependence on digital for everything. In a year when hand-sanitizer, rubber gloves and face masks became de rigueur, contactless shopping was a top priority. It wasn’t just the usual convenience of shopping via Amazon (although the pandemic has been good for Amazon’s sales), we bought everything online, including groceries and cars. Forbes reported that coronavirus-induced demand for grocery delivery enabled Instacart to turn a profit for the first time ever.

According to a McKinsey Report, COVID-19 crammed ten years worth of expected growth in ecommerce into just 90 days. Many question McKinsey’s methodology for arriving at those numbers, such as lumping online auto-sales into the mix. Still, no one questions the way the virus increased the number of people who now regularly shop online, as well as the range and the quantity of products we now acquire through digital channels. 

Every brand that made digital a central focus of its strategy, from the recently launched DTC company to the legacy brands that spent the last five years embarking on a digital initiative, saw their sales rise exponentially over these past eight months.

Likewise, our preference for digital accelerated the demise of retailers and brands that were dying a slow death, as Scott Galloway pointed out. COVID, he says, has or will kill off thousands of well known, though debt-saddled or otherwise imperilled, brands. 

Our massive dependence on digital doesn’t end with shopping. It’s now the basis of community for people who are isolating at home, and it’s how we get our news.

Social Commerce is Huge… To Some, That’s a Worrying Development

Headless commerce blew-up this year with social commerce leading the charge. Shopify and Snapchat strengthened their partnership by announcing an initiative to make it easier for retailers to create ads and set-up campaigns via the Shopify platform. We also saw Instagram commerce roll out in bigger and better ways than ever before. 

Platforms like Pendoo and ShopShops, purpose-built for influencer selling, are incredibly effective at prompting impulse buys, richly rewarding the influencers and encouraging them to spend a lot of time livestreaming product placements

But not everyone is thrilled with their success. The uptick in sales is accompanied by an alarming increase in shopping addiction, the likes of which we have seen since QVC in the 1990s. That, in turn, has led to a spate of interesting legislation in Asia and elsewhere seeking to curb this behavior. China for instance, now limits on the amount of time influencers can livestream. 

Will those laws succeed in dampening shopping addiction? Perhaps, but ecommerce is everywhere these days, so it will likely be a case of whack-a-mole.

News Organizations are Becoming Commerce Centric

News and entertainment have been colliding for 20 years now, but what really changed in 2020 is the way media brands became more commerce-centric.

Take BuzzFeed, long considered more like pop news but in recent years has been building its journalist chops, famously breaking “Steele Dossier.” From the get-go BuzzFeed exhibited a deep understanding of the millennial generation, offering the kinds of listicles and click-bait that get their attention.

This year BuzzFeed has upped its commerce game by seamlessly weaving shoppable and editorial content together. Nilla Ali, who runs ecommerce for BuzzFeed, told me and my colleague, Brian Lange that this melding is the future for all media companies.

She’s probably right. NBCUniversal released its NBCUniversal checkout this year — a significant development given the sheer number of properties owned by the company. I predict that shoppable content will soon be so ubiquitous that consumers will consider it a normal way to shop. Many may forget that they ever once had to visit an actual online store in order to buy stuff.

Every Experience Will Be Shoppable

Going up a level, it seems as if every experience is destined to become shoppable in one way or another. Whether it’s written word, passive consumption, watching TV, streaming a video on your phone, the opportunity to buy will never be more than a few pixels away. 

This drives home the overarching theme of 2020: digital rules everything around us, and everything digital is shoppable (or will soon be). The line between what is shoppable and what is experiential has blurred, and that’s game-changing. An increase in sales is inevitable, digital is just so freaking effective at monetizing our impulses … are we surprised that our shopping addiction is growing?

One other thing worth noting about this trend: headless commerce will kill the shopping cart. We have no need to mimic the offline shopping experience online, as more and more sales become single-SKU purchases generated from social media and news sites.

The Experience Economy Moves Home

We’ve also seen a re-appropriation of the experience economy from the world at large to the home turf. We used to experience the world outside of the house, and when we talked about experiential retail, it meant going someplace special, like a flagship store, a cruise ship or some exotic location. Now we have those experiences at home.

2020 has also changed the way we share (read: boast about) our experiences. In a year where one is unable to flaunt one’s wealth by sharing selfies from a beach in Grand Cayman, people now post selfies meditating next to their $75 candle. 

What we’ve seen over the past eight months is an ever-powerful cycle of digital leading to connection leading to shopping. Our reliance on social media for human connection and news for entertainment — along with their direct connection to commerce — won’t end once it’s safe to go out again. These are trends that will govern our behavior for years to come.

 

Is your brand prepared? Contact us to discuss your ecommerce strategy.

SD Office Hours Episode 69: Singles Day

On this week’s episode of SD Office Hours host Tony Ciarelli takes a day off and hands over the reigns to SD’s Director of Business Development Brian Serow. Brian is joined by SD’s Chief Commerce Officer Phillip Jackson and Director of Business Development Brian Lange.

 

This episode they discuss:

  • Singles Day
    • The results of Singles Day
    • Does this signal a manufactured holiday future for ecommerce worldwide? 
  • Which brands to look at during the holiday period 
  • Brands that are doing holiday promotions right 
  • Out-of-stock and high demand, should we expect to see that end anytime soon?
  • Brands using out-of-stock as a form of promotion  

SD Office Hours Episode 68: Shipocolypse or Shipagedon?

 

On this week’s episode of SD Office Hours, Tony is joined by SD’s Front End Programmer Alex Lyon, and Director’s of Business Development Brian Serow and Brian Lange.

This episode they discuss: 

  • Why Would a Consumer Buy From You This Holiday Season?
  • Why do you think holiday projections are overly optimistic? 
  • How merchants can help their customers with a first-time purchase? 
  • What will most of the country be doing during the late fall/winter and how merchants can market to those people?
  • What’s the most important takeaway? 

SD Office Hours Episode 67: SD has been Acquired!

 

On this week’s episode of SD Office Hours, Tony is joined by SD’s Director’s of Business Development Brian Serow and Brian Lange. This episode they discuss Something Digital’s recent acquisition by Rightpoint!

  • What does that mean for SD? 
  • How does this change SD? 
  • What does SD bring to the table for Rightpoint? 

They also touch upon:

    • 10/10 and Prime Day 
    • Were they a big deal? 
    • What do the numbers tell us? 
  • NYTimes article on Curbside pickup
    • https://www.nytimes.com/2020/10/09/business/retailers-curbside-pickup.html 
    • A theory: no one want to go to a store until they are no longer available?
    • Is curbside pickup table stakes for a brick and mortar business during the pandemic? 
    • Why are people still going to big box stores when those stores deliver online? 
    • Especially when they are going there just for curbside pickup? 
  • Brian Lange asks: is the retailpocolypse real? 

Genpact Continues Its Investment in Rightpoint with Acquisition of Ecommerce Agency Something Digital

Something Digital is joining forces with Rightpoint, a global experience leader and Genpact company!

Genpact’s acquisition of Rightpoint in 2019 created an industry-leading experience firm. The addition of Something Digital expands on that expertise, offering true end-to-end digital commerce that puts customer experience at the center. Something Digital’s deep commerce expertise will combine with Rightpoint’s customer experience leadership to further enable the company’s ability to drive experience-led transformation at scale for clients across industries while deepening its commerce and Adobe capabilities.

Something Digital is headquartered in New York and has more than 20 years of experience in commerce, digital strategy, user experience, and design. As part of Rightpoint, Something Digital’s team of strategists, engineers, designers and leaders will continue to focus on and provide B2B and B2C companies with experience-driven creative and digital commerce solutions that elevate an organization’s ability to be successful.

Through this acquisition, Rightpoint will join several of the largest companies in the world in leveraging the broad feature set of Magento Commerce, which powers Adobe Commerce Cloud. Something Digital will bring its extensive Adobe capabilities to Rightpoint’s existing commerce team, making Rightpoint a Gold-level Adobe Solution Partner. Gold partners are a select group of regional companies that have earned a higher designation in a particular Adobe geographic area. Gold partners develop specialized Adobe practices across multiple Adobe Experience Cloud solutions.

For more information on this acquisition read the full press release here.

SD Office Hours Episode 66: Brands We Admire

On this week’s episode of SD Office Hours, Tony is joined by SD’s Chief Commerce Officer Phillip Jackson, and Director’s of Business Development Brian Serow and Brian Lange.

This episode they discuss:

  • Good use of Design or Bad use of Design? Segment!
  • What brands they admire right now? 
  • It’s October – has holiday started?
  • What should and should not be sold online?

Something Digital Career Fairs – Fall 2020

This fall recruiting season is a little different for Something Digital; we are attending four ‘virtual’ career fairs. Although we will miss interacting directly with the students, we are excited for the opportunity to meet them at the following schools.

Fall 2020 Career Fairs:

  • Howard University – Wednesday, September 16th: 1 -5PM
  • NYU Technology & Start Up Expo – Friday, September 25th: 10AM-2PM
  • Stony Brook Virtual IT/Computer Sci Job Fair – Thursday, October 1st: 12-4PM
  • CCNY STEM Virtual Career Fair – Thursday, October 8th: 11AM-4PM

 

Interested in meeting with SD at the ‘virtual career fairs’? Check out our page on Handshake!

Want to learn more about who we are and what we offer? Check out the information below and browse our About and Team page.

Who is SD?

Our extraordinary collection of talent – analytical and creative, technical and unconventional – is what makes working for us a unique experience. Our emphasis on training and professional growth sets us apart from other agencies.

JumpStart Program

Something Digital’s JumpStart program is an exceptional professional development program for recent Computer Science graduates joining the workforce.

During the 8-week program you will:

  • Shadow your new colleagues to understand various roles at SD
  • Challenge yourself with knowledge assessments
  • Daily meetings with your fellow Jumpstart team and instructors to track your progress
  • Partner with a seasoned Something Digital team member through our “Bridge Something” Mentorship Program
  • Attend orientation meetings with leads across each department
  • Sit in on Lunch & Learns led by SD experts covering a variety of topic such as:
      • Working with a remote Team
      • Ecommerce 101
      • Tips & Tricks from Jumpstart Alumni
  • Obtain a certification in platforms such as Shopify and Magento 2

 

Training Opportunities

At Something Digital, each team member is assigned a custom training plan to bridge any gaps in experience and knowledge, as well as honing skills and

  • Attend virtual or in-person industry events
  • Online/in-person classes for both soft skills and technical skills
  • A training plan tailored to your goals
  • Participation in webinars, blog posts, and lunch & learns
  • Explore more than 260+ engaging continuing education topics
  • Attain certification in platforms such as Shopify and Magento 2

 

More Benefits

  • Medical and Dental Insurance
  • Voluntary Disability and Life Insurance
  • Paid Time Off
  • Competitive Compensation
  • 401k & Contribution matching
  • A Dedicated Mentor
  • Annual Volunteer Opportunities

 

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From Teaching to Tech: Tips for Taking Risks

 

The moment you decide to take a risk or leap of faith is equal parts nauseating anxiety and excitement. If you’re anything like me, you’ve weighed ALL your options, questioned your choices a few thousand times, made a pros/cons list, and thought of every possible scenario (good and bad) to try and be as prepared as you possibly can. That is, until you realize no amount of overwhelming thinking and stress will prepare you and if this is really something you want, you’re just going to have to jump in, work your butt off, and hope for the best. Isn’t that what taking a risk is?

About a year ago, I jumped in. I made the decision to leave the only profession I’d ever known and explore something I’d always wanted to explore. I walked out of my life as an elementary school teacher and into my first days at Something Digital. It’s worth noting I wasn’t the only one taking a chance here; SD decided to take a leap of faith of their own, offering a teacher the position of the new Sales and Marketing Coordinator. However, a year later I can wholeheartedly say I’m so glad we all took that jump together. 

Doing a complete 180 in life isn’t easy, and switching careers even more so. Aside from the mental and emotional transition, change requires a bit more prep than you’d expect. From the little ways you start your day to your daily commute, the skills you transfer from one to the other, it’s filled with micro changes that you never realized you needed to prepare for. Personally, I went from someone who drove to work every day, came & went pretty easily – to taking public transportation and needing to plan my days around the NJ Transit schedule (anyone taking NJT feels my pain here.) It’s almost like moving to a new city; you have to readjust and most importantly, find a new coffee shop (thankfully by SD we have about 20.) I had to sit back and think about all the little things I did throughout my day that made me productive and work my best, on top of being in new surroundings, with new people that I’d be spending 8 hours a day with, and to top it off a new industry to learn about. I went from being considered an expert to a rookie. It’s a lot. Keeping in mind our current climate, I thought of all the things I’ve learned or wish I knew when I transitioned and came up with a few things to share that made going from Teaching to Tech a little less daunting. In my personal opinion, these all apply (with some minor adjustments) to all kinds of risk taking.

1. Get down your morning routine.

This is so important. Whether you’re working from home or going into an office, get into a routine. Meditate, workout, take a shower, drink coffee by your window, spend time on your porch, change out of your pjs and do whatever it is you need to do to get yourself out of bed and ready to start the day. You’ll see your productivity change so much with this shift in the mornings.

2. Get to know your coworkers as people.

They’ll make work a much better place if you have a few people to grab coffee, lunch, or a laugh with from time to time. It’s nice to have friends at work. The social interaction will make adjusting to newness easier. You’ll also feel more comfortable asking these people for help when you inevitably need it. COVID-19 tip: set up time to talk to one another! Fifteen to twenty minute virtual coffee or lunch breaks together can do a world of good. 

3. Find training and shadow, shadow, shadow!

You’ll be going through a ton of training in the first year. You’ll be learning the ins and outs of your new job and what’s expected of you. Find training to help you expand on the skills you want to work on and learn more about the new place you’re in. Shadow coworkers and see how they work, observe them. You’ll be surprised how much you can learn from them in these situations. Take the opportunity to ask them about industry specific newsletters to keep yourself up to date. Soak up all the information that you can at a pace that’s healthy for you. It can be overwhelming at first, these things make it easier. 

4. Don’t be afraid to say “I don’t know” or ask questions.

As a teacher we always tell our students to ask questions. Raise your hand if you’ve ever heard “There are no stupid questions” or “Someone you know may also have the same one and be afraid to ask.” ? Fun fact: if I had a $1 for every time a student asked me a question and then 12 more of them confessed to also having the same one… I would’ve transitioned from teaching to totally private island. ASK QUESTIONS. You’re new, everyone knows you’re new, and no one expects you to know everything about everything. So say “I don’t know, but I can find out.” & ASK. No one is going to fault you for it. Plus, what have you got to lose?

5. Be kind to yourself.

You’re going to make mistakes. You’re not going to know everything. You’re going to need to adjust and navigate all the new things going on in your life which is stressful enough, don’t add to it by letting those little voices in your head get to you. You’ll figure it out. Take some time for yourself, cut yourself some slack, and take it easy. You’ll get there. Things don’t happen overnight. Over stressing, worrying, and overwhelming yourself just burns you out and that doesn’t help anyone. Be kind to yourself, this is probably the most important tip of all. 

These are just a few of the many lessons this past year at Something Digital has taught me. While taking a leap of faith isn’t always easy and you can’t guarantee results, you’ll be glad you took a shot. I’m definitely happy I did. 

If you’re looking for a change of pace at a new company with an amazing culture, check out our open positions and join us on the SD team!

If you’re looking to grow your ecommerce brand with an agency that genuinely cares about seeing your business succeed – contact us.

5 Tips for Designing Your Store’s Information Architecture

Perhaps recently you’ve walked into a grocery store thinking you’ll quickly find that one obscure ingredient in your latest quarantine recipe, only to discover you’ve wasted ten minutes walking up and down the aisles (side-eyeing anyone that gets too close). You finally find it in an aisle that makes no sense to you but seems obvious to the store manager who led you there. You’ve just experienced the result of bad information architecture in the real world.

Information architecture (IA) is the organization of web content to better suit usability and findability without wasted effort on part of the user. We all rely on our internal cognitive compartmentalization to make sense of the world, and ecommerce stores are no exception. When the category structure of an ecommerce site doesn’t match your customers’ internal expectations, friction can occur. As a UX designer, friction is the last thing I want for your customers. You could have the coolest new site on the block, but if customers can’t findwhat they are looking for, then they can’t buy from your store. Your category taxonomy is at the core of your site, and it needs to be structured logically.

Now that you’re convinced IA matters, here are 5 tips when designing your IA for your online store.

1.  Avoid Overcategorization – Especially in B2C, when customers are browsing your store, oftentimes they don’t know precisely what they want. They are there to compare your products, virtually “trying them on.” If you have very narrowing subcategories for attributes of products you sell, they may find themselves siloed onto one page drawing the incorrect conclusion that you don’t offer the product they desire.

For example, Best Buy narrows its ‘Appliances’ category down to slightly ambiguous subcategories of ‘Major’, ‘Small’, and ‘luxury’ kitchen appliances, not allowing customers to view all available kitchen appliances. Perhaps a customer wants to compare a luxury dishwasher to a more economic version. It’s important to allow customers to see the full category with narrowing filters rather than siloing them too soon.

This overcategorization also often occurs when sites that sell a variety of brands categorize by brand. Instead, allowing filtering by brand or providing a separate ‘Shop by Brand’ page will better guide customers.

Best Buy uses product attributes as defining categories. A better experience would be including ‘Luxury’ as a filter on a ‘Kitchen Appliances’ product listing page.

 

Chewy provides customers with a separate experience when shopping by brand rather than displaying brands within the main navigation.  

 

2. Look at your current search data – If customers can’t find what they want, they often resort to search. Search data can give you valuable insight into what your customers expect your categories to be named, and what types of product categories they expect to see high-level within the main navigation.

SD conducted an IA audit for one of our clients, Robert Graham. We were surprised at how many customers were searching for ‘Men’s Shoes’ both on the site and through branded organic searches. At the time of the audit, ‘Shoes’ was hidden as a tertiary category under an ambiguous ‘Accessories’ subcategory. Surfacing that category higher within the navigation helps guide customers through the shopping funnel more efficiently.

For Robert Graham’s new site, ‘Accessories’ was renamed to ‘Shoes & Accessories’ and ‘Shoes’ was placed highest under that subcategory. 

 

3. Keep common naming conventions – Innovation is fantastic, but when a customer wants to quickly find and purchase a product, naming a category something obscure can be confusing. Chances are, if they’re shopping on your store they’ve already price compared with some of your competitors. Competitor research can be telling as to what customers expect your category taxonomy to be.

SD worked with Industry West, a home furnishing brand, to redefine their IA. We were debating separating out the categories by area of the home (living room, kitchen, etc.) vs. product type. Thorough research of competitors suggested sticking with their breakdown by product type. More than half of the direct competitors of the brand were already breaking out their main navigation in this way. Changing the way your audience is used to shopping can cause delays, so always keep in mind current conventions that work. Using thematic categories can be confusing, especially to new customers who expect the navigation to be broken out by product type.

For Industry West, SD decided to mostly maintain a breakout of product types vs. thematic room types based on competitor analysis. 

 

4. Avoid redundant subcategories EXCEPT when logical – Your product catalog may be large and complex with subcategories relevant to multiple parent categories. In general, it’s best to avoid duplicate categories. But if there is an instance where customers expect to see a category in multiple places, you don’t want to hinder their progression through the buy funnel. For instance, a customer might expect to find ‘socks’ under both ‘Footwear’ and ‘Accessories.’

The two ways to do this properly are:

1. Drive customers to the same category page regardless of where they are coming from. There can be some usability issues in relation to breadcrumbs with this approach

2. Duplicate the category. Canonical setup is required for this approach to avoid SEO issues. There also could be complexity within search category recommendations.

Because of technical complexity, the rule of thumb is to only implement redundant categories when it is completely necessary and logical. This will help guide customers through their browsing experience rather than forcing them through an unexpected avenue.

ASOS Features ‘Activewear both under Clothing and under Women to help customers easily find this category. 

 

5. Make Parent Categories clickable – A recent study by Baymard Institute found that 14% of ecommerce sites today group subcategories under a text label rather than a clickable parent category. Most customers expect the ability to browse top-level categories before siloing themselves within a narrowed category. To support the exploratory nature of customer browsing, provide these pages for an easier experience.

Customers on West Elm are unable to tap the parent category ‘Ceiling Lighting’ etc. 

 

Keeping in mind these 5 tips, the design of your navigation should take the IA and defined category taxonomy into account. Deciding whether your site will need a mega menu, for instance, or if search needs to take high priority, are all informed by IA. You want a menu that can grow with your business needs, which is why IA is a crucial initial step to a navigation redesign.

Within the past year SD redesigned the mega menu and mobile menu for SWIMS. This, along with some other UX improvements, increased their order volume YOY by 130% in 2020. If you’re inspired to redesign your Information Architecture, our award winning UX and Digital Strategy team is here to help! Get in touch to chat about your goals today.