Client Brief

The client approached us with a need to redesign their existing navigation structure. Due to the client's growing product range and content, their navigation had become increasingly complex and difficult to navigate. As a global market leader, Pureflow required careful consideration when revising the information architecture and overall design.

To enhance user guidance, contextual hints were incorporated in the far right corner: The information column adapts according to the product that was previously hovered over, therefore helping users to better assess the products.

Responsive Design

The orginal mobile navigation lacked clear usability resulting in multiple users giving poor ratings on the overall accessibility and structure of the navigation. With a lot of Pureflows user base being mobile users we strived to tackle the challenge early on in the design process. As a result of repeated iteration including both client and user feedback the final design provides clear structure and allows for multiple content formats to be displayed beautifully regardless of the viewport size.

Mobile posed a particular challenge, not necessarily due to limited space, but rather due to the need to switch between content formats effortlessly

Research & UX

Before entering the design phase, we obtained a clear understanding of the challenges faced by the client. As shown in the graph below, the overall rating appears to be satisfactory, but there is a significant drop when looking specifically at the ratings from Norway and Sweden. Further investigation revealed the specific reasons for this pattern to emerge...

Target group sharpening

Despite involving customer service personnel in the workshops, it became evident that the presumed motivations, goals, pain points, and recommendations were primarily based on assumptions and anecdotal evidence. As a result, the decision was made to interview the target groups within their work environment a few weeks after the workshop. The initial assumptions were found to be partially inaccurate, leading to the revision of the personas originally created. Subsequent design decisions were based on valid knowledge, rather than assumptions.