Evolving website navigation starts with forgetting the trail of breadcrumbs.
Many businesses have a simple understanding of navigational structures. Further, these companies shy away from messing with known organizational schemas. This is because they fear their users or customers will become confused and run away. As a result, most software navigation does not necessarily reflect customers’ understanding of how things are.
In this session, we share why people don’t care as much about a perfectly structured hierarchy of information. We also talk about why your business should be evolving website navigation to reflect customers’ intentions for being on a platform in the first place.
After the presentation, we hold an extended conversation on how to make this vision a reality.
Recorded at Interact Global, October 7, 2021.
For more on the subject, check out these ideas:
Diana Sonis & Lis Hubert:
Forget the Trail of Breadcrumbs
Why Customer Intentions Matter for Business
Designing Website Navigation for Customer Intentions