Navigation Patterns for Mobile Optimized Retail Sites
NAVIGATIONPATTERNSFor Mobile Optimized Retail Sites
ResearchWe looked at >30 top retail sites to ﬁnd the patterns and thebest examples for sharing. Amazon Best Buy Walmart Target Abercrombie Ikea Anthropologie Zappos Jared Jewelers Lowe’s Home Depot REI Gap Think Geek CK Pottery Barn Crate & Barrel Sony Newegg Gilt Clinique Nike Sears Overstock Microsoft Macy’s Bed Bath & Beyond Nordstroms Ben & Jerry’s
The PatternsThe patterns are derived from the work of Brad Frost, LukeWroblewski, Chris Kobar and myself‣ Top Nav‣ Priority Plus‣ Multi Toggle‣ Skip the Sub Nav‣ Oﬀ Canvas‣ Mega Menu‣ Targeted Browsehttp://bradfrostweb.com/blog/web/responsive-nav-patterns/http://bradfrostweb.com/blog/web/complex-navigation-patterns-for-responsive-design/https://www.dropbox.com/s/7w3fjpexkepyw9k/Wonderbread.pdfhttp://www.lukew.com/ﬀ/entry.asp?1569
CaveatWe reused some of the patterns from responsive designbecause there are some commonalties between responsivenavigation and mobile optimized site navigation.However, this does not mean responsive is the right mobilestrategy for the retail space. Mobile Optimized sites and/orNative apps are a better solution.http://www.slideshare.net/theresaneil/the-dangers-of-the-wrong-mobile-strategyhttp://www.slideshare.net/theresaneil/your-strategy-cant-be-html5
Top Nav and Skip the Sub NavIkea oﬀers Top Navigation combined with the Skip the Sub Nav menu. They do aparticularily nice job showing the navigation path.
Priority PlusGilt shows the high priority navigation items across the top with a more buttonto reveal other stores in the Gilt family: Gilt City and Gilt Taste.
Skip the Sub NavLowe’s oﬀers a new page of options on each drill down. This may be the mostcommon pattern in retail navigation (Target, Walmart, Amazon, etc).
Multi Toggle then Skip the Sub NavREI starts with a Multi Toggle menu, then takes you to a separate Sub Nav page.
Skip the Sub Nav then Multi ToggleCalvin Klein starts with a simple list menu that takes you to the sub nav page ontap. The sub nav page uses multi-toggle to revel the next level of options.
Oﬀ Canvas Originally found in native apps including Path and Facebook, the Oﬀ Canvas menu is rising in popularity in mobile sites.Note: Ambercrombie also oﬀers a list menu on the home page. But the interaction between the oﬀ canvas menu andlist menu is jarring and should be avoided.
Mobile Mega MenuSony has a sexy mega menu that works well for product category heirarchies.This is more complicated to immplement and will require additional QA testing.Note: A bottom docked mega menu like Toys R Us can also work well
Targeted BrowseZappos doesn’t oﬀer a menu, but instead provides a structured search plus asimple sort and ﬁlter features to reﬁne the results.
Streamlined Checkout1-Click and PayPal express checkout makes it easier to complete the purchase.
RecommendationsIncrease total purchases with upsells and cross sells: people also viewed,people also bought, people who viewed this ultimately bought, etc... Also Viewed Ultimately Bought Also Bought
Anti-Pattern: PagingPaging and mobile don’t mix, use Endless Scroll or View More Items to show thefull product list. Paging Endless Scroll View More
Anti-Pattern: Idiot BoxDon’t break the ﬂow with a modal dialog that has to be dismissed. Show thecart with an item in it and/or just open the cart for easy checkout. Modal Go to Cart Go To Cart
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