The bottom navigation has been around for a few years and has allowed for users to navigate and access information that would have otherwise been hidden inside the ‘hamburger menu’ - or worse, lost within the content. Today we explore how this can affect user experience and business goals. For the sake of this quick study, I will be putting more of an emphasis on the user experience as this was something I found that was very interesting and telling.
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Primary(user experience)
1. Delta on site visits 2. Delta on pages/session 3. Time spent on page |
Secondary(business goals)
1. Delta on ad views(and/or clicks) |
My Role |
I led the exploration and the design of this bottom navigation in the first half of 2019 and collaborated with my team that included a Senior Data Scientist, a Product Manager and Engineering. I also bugged my team of UX Designers and asked them for some critique and feedback.
This feature went live in the month of July 2019. |
-Users spent about 5 minutes in total per session
-Users viewed an average of 3.4 pages per session -There was a whopping 38% of bounce rate on the homepage(yikes) -Users were clicking on videos suggested on the homepage 28% of the time -Users were using the search feature 20% of the time -14% either refreshed the page or went into the hamburger menu to find a specific category or video or model. -Of the 14% that went into the hamburger menu - 80% went into Video and the rest went into Categories, Models and Tags. -Of the 80% that went into Video almost 68% went to the newest(latest) videos 23% went into Categories and the rest on Top Rated and Featured. |
Seeing the results after implementation is very rewarding and telling of how important data analysis is important to design. The theory to cut the interaction in half for hamburger users was proven to be correct. I know what you are thinking - ‘yes JP the sky is also blue’. Forgive me but as a designer and as a data nut, I get excited when we prove a theory or a solution using our own product - even if it is a little obvious. Navigation is something that can always be improved and at this current landscape of how users interact and navigate through our site, this seems to have moved towards the right direction.
We don’t have enough data on the business effects to provide a comprehensive analysis on that side (and really shouldn’t disclose any of that information) but within the next few months, this product would see an increase of 8% per month in ad revenue |