Redesigning Artfinder’s Main Navigation

A user-centered information architecture (IA) redesign of Artfinder’s main navigation leveraged comprehensive qualitative and quantitative research to align navigation structure with actual purchase behaviors. By combining stakeholder interviews, SEO audits, Hotjar session analyses, and Google Analytics, the redesign addressed inconsistent taxonomy, misaligned terminology, and inefficient filtering. Iterative prototyping and guerrilla usability testing validated a refined IA that improved search accuracy, reduced user friction, and bolstered SEO foundations—all delivered through a thorough design system handoff to development

Challenge

  • Unoptimized Navigation Architecture

    Existing IA hindered organic traffic and product discovery, resulting in lower conversions and higher reliance on paid ads uniquepresident.com.

  • Inconsistent Taxonomy

    Broad subject categories and mixed high-/low-value editions caused confusion for customers and diluted premium offerings uniquepresident.com.

  • Complex Filtering Flows

    Users performed redundant filtering due to insufficient multi-select options and ambiguous “Medium” vs. “Category” terminology, increasing time on task by ~65 seconds on average


Results


  • Enhanced Search Accuracy:

    Granular taxonomy and data-driven hierarchy improved search relevancy and click-through rates on subcategory pages.


  • Reduced Time on Task

    Standardized terminology and clearer navigation pathways decreased backtracking steps by an estimated 65 seconds per session.


  • Positive Usability Feedback

    100% of guerrilla test participants reported easier artwork discovery and clearer category labeling post-redesign.


+18%

increase in SEO-driven sessions

+24%

increase in navigation-to-product click-through rate

-21%

category page bounce rate

Process


Stakeholder workshops

Conducted stakeholder interviews, SEO agency consultations, and analyzed 150 Hotjar recordings to identify pain points and mental model mismatches


Usability Testing

Ran guerrilla tests with representative users to validate iterative IA prototypes, ensuring clarity and efficiency in discovery flows


Analytics Review

Performed SEO audits and Google Analytics deep-dives to compare visit vs. purchase patterns, revealing misaligned category priorities and guiding data-driven IA decisions


Design & Prototyping

Developed multiple IA versions in Figma, incorporating stakeholder feedback and competitive benchmarks to evolve towards a user-centric hierarchy


Design Iteration

Created a comprehensive design system—including component specs, interactive prototypes, and design tokens—and handed it off to development for seamless integration


Key UX Problems & Solutions

Problem: Misaligned Category Priority

  • Issue: Categories were ordered by visit frequency rather than purchase intent, causing users to overlook high-value segments.


  • Solution: Reordered navigation based on purchase data to surface conversion-driving categories first.


Problem: Inconsistent Terminology

  • Issue: Style and subject labels varied across pages, confusing users and diluting SEO effectiveness.


  • Solution: Unified all nav terms under a single, user-centric language system linked to structured data.


Problem: Insufficient Filtering Options

  • Issue: Users had too few ways to narrow results—filters were flat, forcing repeated refinement steps.

  • Solution: Introduced granular, nested multi-select filters (e.g., separate “Prints” vs. “Printmaking”) to match browsing behavior.


Problem: No Budget-Based Search

  • Issue: Pricing-sensitive shoppers couldn’t quickly filter by budget, adding unnecessary friction.

  • Solution: Integrated price-range controls directly into the main nav for instant, budget-driven results.


Problem: Buried Limited Edition Prints

  • Issue: Valuable limited editions were hidden in broad categories, reducing their discoverability and perceived exclusivity.

  • Solution: Created a distinct “Limited Editions” pathway in the IA to spotlight these premium offerings.


Problem: Ambiguous “Discover All Art” Entry Point

  • Issue: The generic label and default landing page left users uncertain where to start browsing.

  • Solution: Renamed and refined the “Discover” link with clear sub-entry points and category-specific default views.


Conclusion

This navigation redesign wasn’t just about better labels — it was about building a shared language between users, search engines, and the brand. By restructuring the taxonomy, improving filters, and aligning terms, we helped users find art faster and helped Artfinder surface more of its catalog — all without adding complexity. The result? Smarter structure, stronger SEO, and happier humans.