Standardization of the mobile menu
About the project
This project aimed to analyze and improve the mobile browsing experience on the home and landing pages of Stellantis brands, identifying opportunities to standardize menu models with a focus on user guidance, conversion, and lead generation.
The initiative arose from observing inconsistent behaviors between brands and models, where excessive scrolling-oriented navigation and the absence of clear references hindered access to specific content and business actions.
The challenge
To create a clearer, more consistent, and conversion-oriented mobile browsing experience, considering that:
The menu is not the primary point of orientation for the user on mobile;
Different brands used distinct navigation standards;
Strategic content (offers, reviews, contact information) was difficult to locate;
The experience directly impacted engagement metrics and lead generation.
The challenge
To create a clearer, more consistent, and conversion-oriented mobile browsing experience, considering that:
The menu is not the primary point of orientation for the user on mobile;
Different brands used distinct navigation standards;
Strategic content (offers, reviews, contact information) was difficult to locate;
The experience directly impacted engagement metrics and lead generation.
My role in the project
I worked as a Senior UX Designer, directly involved in the analysis, strategy definition, and creation of UX recommendations for the project. My main responsibilities included:
Analysis of the current experience on brands' mobile pages;
Reading and interpreting Google Analytics data and interaction events;
Planning and synthesizing remote usability tests;
Benchmark with automakers and global references;
Defining UX recommendations and information architecture;
Support for the design of the final proposal applied to the pages.
Understanding the audience and the market
The study combined quantitative analysis, testing with real users, and benchmarking with the automotive market. The tests involved users interested in buying or trading in a vehicle, who performed tasks such as locating models, accessing offers, maintenance information, and contact channels. The benchmarking analyzed mobile UX practices at major automakers, focusing on guidance, conversion, and menu patterns.
Structuring the experience and information architecture
The analysis revealed that, on mobile devices, navigation occurs primarily through scrolling, and the menu is only used when the content cannot be found. Different menu models were evaluated (hamburger vs. bottom menu), considering:
Clarity of guidance;
Performing tasks;
Quick access to conversion actions;
Reduction of cognitive effort.
UX strategies adopted
Based on the data and tests, strategies were defined for the use of the mobile menu:
Use the bottom menu as context-sensitive navigation aid;
Prioritize items geared towards conversion and lead generation;
Keep the burger menu as global navigation;
Integrate direct contact channels, such as WhatsApp, with clear CTAs.
Results and lessons learned
The results indicated that:
Users complete tasks more easily in clear, action-oriented interfaces;
The bottom menu performed better in specific conversion actions;
Interactions with channels like WhatsApp are significantly greater when they are accessible directly;
Standardization reduces friction and improves the perception of consistency between brands.
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What this project delivered
Strategic recommendations for using the mobile menu;
Standardization guidelines applicable to different brands;
A basis for data-driven and test-based decisions;
Evolution of the mobile experience with a direct impact on conversion.