juana.

Projects

About

juana.

Projects

About

juana.

Role: Designer & Researcher

Role: Designer & Researcher

Navigation

Navigation

Navigation redesign of an investment platform

Navigation redesign of an investment platform

Navigation redesign of an investment platform

Objective

Research

Design & Tests

Results

Other Work

objective

How might we modernize the navigation to help investors easily find the information they need?

How might we modernize the navigation to help investors easily find the information they need?

How might we modernize the navigation to help investors easily find the information they need?

Crowd Street is an alternative investment platform undergoing a rebrand. As part of this transformation, the company needed to update its navigation system to create a more intuitive user experience and enhance content discoverability.

Crowd Street is an alternative investment platform undergoing a rebrand. As part of this transformation, the company needed to update its navigation system to create a more intuitive user experience and enhance content discoverability.

Crowd Street is an alternative investment platform undergoing a rebrand. As part of this transformation, the company needed to update its navigation system to create a more intuitive user experience and enhance content discoverability.

RESEARCH

Audit & Initial Findings

Audit & Initial Findings

Audit & Initial Findings

I began by reviewing the existing navigation to identify basic usability issues and check any metrics available to determine next steps. Based on my evaluation and experience, I identified several key problems:

I began by reviewing the existing navigation to identify basic usability issues and check any metrics available to determine next steps. Based on my evaluation and experience, I identified several key problems:

I began by reviewing the existing navigation to identify basic usability issues and check any metrics available to determine next steps. Based on my evaluation and experience, I identified several key problems:

  • The site displayed two different navigation menus simultaneously: a top-level navigation geared toward logged-out users, and a secondary, bottom navigation for logged-in users. Having 11 link in the navigation made it difficult for users to know where to look and how to find specific pages.

  • The most prominent call to action in the navigation was "Sign Out"—a low-priority action that should not dominate the interface.

  • Google Analytics data showed that the top orange banner, presumably intended to draw attention, received a very low click-through rate—indicating it was largely ineffective. *

At the time of this project, I had been with CrowdStreet for three years and had developed a strong understanding of the investor journey and the limited set of key actions users need to complete. Given the platform’s simplicity, I decided to begin with an unmoderated test rather than a card sorting exercise. This allowed me to validate assumptions quickly and focus on optimizing the existing structure rather than generating new categories from scratch.

  • The site displayed two different navigation menus simultaneously: a top-level navigation geared toward logged-out users, and a secondary, bottom navigation for logged-in users. Having 11 link in the navigation made it difficult for users to know where to look and how to find specific pages.

  • The most prominent call to action in the navigation was "Sign Out"—a low-priority action that should not dominate the interface.

  • Google Analytics data showed that the top orange banner, presumably intended to draw attention, received a very low click-through rate—indicating it was largely ineffective. *

At the time of this project, I had been with CrowdStreet for three years and had developed a strong understanding of the investor journey and the limited set of key actions users need to complete. Given the platform’s simplicity, I decided to begin with an unmoderated test rather than a card sorting exercise. This allowed me to validate assumptions quickly and focus on optimizing the existing structure rather than generating new categories from scratch.

  • The site displayed two different navigation menus simultaneously: a top-level navigation geared toward logged-out users, and a secondary, bottom navigation for logged-in users. Having 11 link in the navigation made it difficult for users to know where to look and how to find specific pages.

  • The most prominent call to action in the navigation was "Sign Out"—a low-priority action that should not dominate the interface.

  • Google Analytics data showed that the top orange banner, presumably intended to draw attention, received a very low click-through rate—indicating it was largely ineffective. *

At the time of this project, I had been with CrowdStreet for three years and had developed a strong understanding of the investor journey and the limited set of key actions users need to complete. Given the platform’s simplicity, I decided to begin with an unmoderated test rather than a card sorting exercise. This allowed me to validate assumptions quickly and focus on optimizing the existing structure rather than generating new categories from scratch.

Cross-Functional Alignment

Cross-Functional Alignment

Cross-Functional Alignment

I facilitated a cross-functional meeting with representatives from Customer Care, Marketing, and the Project Manager to align on the actions included in the navigation and finalize the questions for the unmoderated usability test.

Using a Miro board, I mapped out all current navigation items. We reviewed together each item to determine which should be removed, renamed, or deprioritized. We also agreed to run an A/B test to determine whether or not to group "Notifications" and "Security" together.

I facilitated a cross-functional meeting with representatives from Customer Care, Marketing, and the Project Manager to align on the actions included in the navigation and finalize the questions for the unmoderated usability test.

Using a Miro board, I mapped out all current navigation items. We reviewed together each item to determine which should be removed, renamed, or deprioritized. We also agreed to run an A/B test to determine whether or not to group "Notifications" and "Security" together.

I facilitated a cross-functional meeting with representatives from Customer Care, Marketing, and the Project Manager to align on the actions included in the navigation and finalize the questions for the unmoderated usability test.

Using a Miro board, I mapped out all current navigation items. We reviewed together each item to determine which should be removed, renamed, or deprioritized. We also agreed to run an A/B test to determine whether or not to group "Notifications" and "Security" together.

Once the list was refined, we developed a corresponding question for each link to evaluate its findability in the unmoderated test.

Once the list was refined, we developed a corresponding question for each link to evaluate its findability in the unmoderated test.

Once the list was refined, we developed a corresponding question for each link to evaluate its findability in the unmoderated test.

design iterations & Testing

Design explorations

Design explorations

Design explorations

I explored two primary layout options for the site navigation: a top navigation bar and a sidebar menu. As part of this exploration, I also considered how each layout would interact with secondary navigation elements and how they would adapt across different device sizes and screen orientations.

I explored two primary layout options for the site navigation: a top navigation bar and a sidebar menu. As part of this exploration, I also considered how each layout would interact with secondary navigation elements and how they would adapt across different device sizes and screen orientations.

I explored two primary layout options for the site navigation: a top navigation bar and a sidebar menu. As part of this exploration, I also considered how each layout would interact with secondary navigation elements and how they would adapt across different device sizes and screen orientations.

TOP NAVIGATION OPTIONS

TOP NAVIGATION OPTIONS

SIDE NAVIGATION OPTION

SIDE NAVIGATION OPTION

Ultimately, I recommended the top navigation layout for CrowdStreet. This approach offered more vertical space for content-heavy pages, improving readability — important for users reviewing detailed investment information.

Ultimately, I recommended the top navigation layout for CrowdStreet. This approach offered more vertical space for content-heavy pages, improving readability — important for users reviewing detailed investment information.

Ultimately, I recommended the top navigation layout for CrowdStreet. This approach offered more vertical space for content-heavy pages, improving readability — important for users reviewing detailed investment information.

Unmoderated testing

Unmoderated testing

Unmoderated testing

Our goal for the unmoderated tests was for at least 70% of participants to successfully find the correct link without making any errors. To achieve this, I conducted two rounds of testing—first with internal employees, then with external participants. In the initial round, 4 out of 10 tasks failed to meet the success threshold. After refining the navigation labels and test questions based on those results, the second round achieved our target success rate.

Our goal for the unmoderated tests was for at least 70% of participants to successfully find the correct link without making any errors. To achieve this, I conducted two rounds of testing—first with internal employees, then with external participants. In the initial round, 4 out of 10 tasks failed to meet the success threshold. After refining the navigation labels and test questions based on those results, the second round achieved our target success rate.

Our goal for the unmoderated tests was for at least 70% of participants to successfully find the correct link without making any errors. To achieve this, I conducted two rounds of testing—first with internal employees, then with external participants. In the initial round, 4 out of 10 tasks failed to meet the success threshold. After refining the navigation labels and test questions based on those results, the second round achieved our target success rate.

75%

75%

Direct Success Rate
(Without Extra Clicks)

Direct Success Rate
(Without Extra Clicks)

100%

100%

Success Rate
(With 2 Extra Clicks)

Success Rate
(With 2 Extra Clicks)

Lessons Learned

Lessons Learned

Lessons Learned

When the number of pages is limited, listing all of them in the navigation can significantly improve findability.

For unmoderated testing, replacing personalized content with more generic versions helps reduce confusion and ensures clearer results.

When the number of pages is limited, listing all of them in the navigation can significantly improve findability.

For unmoderated testing, replacing personalized content with more generic versions helps reduce confusion and ensures clearer results.

When the number of pages is limited, listing all of them in the navigation can significantly improve findability.

For unmoderated testing, replacing personalized content with more generic versions helps reduce confusion and ensures clearer results.

results

Project outcome

Project outcome

Project outcome

The new navigation was well received and CrowdStreet did not receive investor complaints about these changes.

The new navigation was well received and CrowdStreet did not receive investor complaints about these changes.

The new navigation was well received and CrowdStreet did not receive investor complaints about these changes.

Projects

Projects

Projects