Project:
BURTON Navigation redesign
Scope:
Identify, advocate for, and lead a full navigation and catalog architecture redesign for burton.com, aimed at reducing mobile bounce rate, improving conversion rate across device types, and increasing product discoverability through cleaner taxonomy and industry-specific SEO terminology.
I owned this project end to end, from data analysis and stakeholder alignment through wireframing, development coordination, and execution leadership across my team and global counterparts.
My Role:
Strategy & Approach
Through analysis of site performance data I identified that the existing navigation structure was creating friction, particularly on mobile, and that category naming conventions were not aligned with how customers and search engines actually describe the products. Reducing the number of categories and replacing generic labels with industry-specific terms like "puffer" presented an opportunity to improve both discoverability and SEO performance simultaneously. I built the business case, advocated for the project with senior leadership, and developed iterative Figma wireframes incorporating leadership feedback alongside data and category insights until a final structure was agreed upon.
Execution
I coordinated a focused 1.5-day execution window, pausing all other site work and aligning with the development team and global counterparts to ensure no changes were accidentally published before the team was ready. Following the navigation changes I led my team through a full re-merchandising of all affected product list pages, including updated filter values and category buckets, completing the full project in approximately five weeks from planning through execution.
Early data showed an initial increase in revenue driven from categories updated with industry-specific terminology, including meaningful lift from the "puffer" category. Full performance results are still emerging, but the scale and coordination complexity of this project, spanning global teams, a development freeze, and a full catalog re-architecture, reflects the kind of cross-functional leadership and strategic initiative I bring to the table.
