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 & Approach
Goals & Approach
Goals & Approach
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.
Approach:
I led the end-to-end UX process, collaborating closely with cross-functional teams to:
Ran a competitive analysis, defined personas, conducted journey mapping, and identified problem statements and user stories to define opportunities.
Audited the existing taxonomy and sitemap to identify ways to simplify and improve clarity.
Explored multiple navigation structures through wireframes and interactive prototypes.
Validated concepts through both moderated and unmoderated user testing.
Partnered with engineering and merchandising to ensure accessibility, scalability, and alignment with business goals.
Image: Screenshot of a section of the taxonomy and sitemap audit. Screenshot of user persona with journey map.
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.
Approach:
I led the end-to-end UX process, collaborating closely with cross-functional teams to:
Ran a competitive analysis, defined personas, conducted journey mapping, and identified problem statements and user stories to define opportunities.
Audited the existing taxonomy and sitemap to identify ways to simplify and improve clarity.
Explored multiple navigation structures through wireframes and interactive prototypes.
Validated concepts through both moderated and unmoderated user testing.
Partnered with engineering and merchandising to ensure accessibility, scalability, and alignment with business goals.
Image: Screenshot of a section of the taxonomy and sitemap audit. Screenshot of user persona with journey map.
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.
Approach:
I led the end-to-end UX process, collaborating closely with cross-functional teams to:
Ran a competitive analysis, defined personas, conducted journey mapping, and identified problem statements and user stories to define opportunities.
Audited the existing taxonomy and sitemap to identify ways to simplify and improve clarity.
Explored multiple navigation structures through wireframes and interactive prototypes.
Validated concepts through both moderated and unmoderated user testing.
Partnered with engineering and merchandising to ensure accessibility, scalability, and alignment with business goals.
Image: Screenshot of a section of the taxonomy and sitemap audit. Screenshot of user persona with journey map.