Patagonia Navigation Menu Redesign
Patagonia Navigation Menu Redesign
Patagonia’s existing global navigation was due for a refresh. While functional, it wasn’t fully aligned with evolving customer behaviors or expectations, and certain high-value categories and stories were harder to discover than they should be.
Patagonia’s existing global navigation was due for a refresh. While functional, it wasn’t fully aligned with evolving customer behaviors or expectations, and certain high-value categories and stories were harder to discover than they should be.
Role
Lead Designer
Role
Lead Designer
Timeline
May 2025 - Present
Timeline
May 2025 - Present
Status
Go live date: 9/17/25
Status
Go live date: 9/17/25
View Live Experience
Role
Lead Designer
Timeline
May 2025 - Present
Status
Go live date: 9/17/25
Goals
Goals
Goals
Reduce friction in product discovery.
Support different shopping mindsets: fast, goal-driven and exploratory browsing.
Improve clarity of category structure and labels.
Make brand storytelling more visible without disrupting the shopping journey.
Reduce friction in product discovery.
Support different shopping mindsets: fast, goal-driven and exploratory browsing.
Improve clarity of category structure and labels.
Make brand storytelling more visible without disrupting the shopping journey.
Reduce friction in product discovery.
Support different shopping mindsets: fast, goal-driven and exploratory browsing.
Improve clarity of category structure and labels.
Make brand storytelling more visible without disrupting the shopping journey.
Approach
Approach
Approach
I led the end-to-end UX process, partnering with cross-functional teams to:
Conduct competitive analysis and usability testing on the current experience.
Explore multiple navigation structures through wireframing and prototyping.
Validate concepts through moderated and unmoderated user testing.
Collaborate with engineering to ensure accessibility and scalability.
I led the end-to-end UX process, partnering with cross-functional teams to:
Conduct competitive analysis and usability testing on the current experience.
Explore multiple navigation structures through wireframing and prototyping.
Validate concepts through moderated and unmoderated user testing.
Collaborate with engineering to ensure accessibility and scalability.
I led the end-to-end UX process, partnering with cross-functional teams to:
Conduct competitive analysis and usability testing on the current experience.
Explore multiple navigation structures through wireframing and prototyping.
Validate concepts through moderated and unmoderated user testing.
Collaborate with engineering to ensure accessibility and scalability.
