Navigation Systems

As lead designer, I led a modernization of ViewSonic’s navigation system, which drove a 390% decrease in bounce rate, reduced rage and dead clicks by 87%, and increased average session duration by 48%. These improvements also allowed us to reach our secondary goal of optimizing our e-commerce presence without sacrificing the experience for our education and business users.

The Problem: The current navigation system looks outdated, is hard to use, and doesn’t meet the needs of any of our Consumer, Education, or Business User Segements

Before and After

ViewSonic Main Menu, 2024

vs

ViewSonic Main Menu, 2025

As the lead on this project, I set up three goals before delving too far into the project.

  • Prioritize key products and solutions per vertical: Each vertical has different solutions and product focuses. I wanted to users to reach the correct products, solutions, and software for each of their verticals.

  • Modernize the UI: The previous UI was extremely minimal with very little styling throughout. My goal was to have the menu match modern styling of the rest of the website and create less visual dissonance.

  • Create individual solutions: Some of our products are easily purchased and meant for consumer use while other projects require consulting our sales team. Instead of creating a one-size fits all solution, I gave each product category unique solutions.

Goal and guiding princples 

Step 1: Verticals

Designating a Space for Verticals

While vertical selectors are common among companies that cater to multiple user segments, I differentiated ViewSonic’s approach by designing a dropdown menu that helps users from each vertical quickly access the most relevant sections tailored to their needs.

We ordered the three verticals based on the importance and size of each vertical to our core business.

UX Research: Blind testing and user-interviews.

We conducted user research on this menu idea in two separate ways.

  1. Consumer: We did blind-user testing and carefully tracked our users post launch for 3 months, allowing us to get real world data and adjust accordingly.

  2. Education and Business: We conducted user-interviews with both channel partners and resellers to get their feedback on the new website and adjusted to their needs.

Step 2: Products

Modernizing the Navigation System

Our previous navigation was blocky, inconsistent, and lacking a unified design language. The updated menu addresses these issues by introducing a more structured, category-focused system. Even though different product categories now have distinct designs, they're all built within a cohesive framework.

Reasoning behind the different designs

  • Monitors and projectors are are primarily consumer driven and available through e-commerce. The main focus here was to allow users to find the exact pages and products they’re looking for with ease and removing as much friction as possible.

  • Software is a growing focus for ViewSonic, so we’ve placed emphasis on visual distinction. Each piece of software now features a unique icon, helping it stand out while clearly guiding both education and business users.

  • Direct View LEDs, Interactive Displays, and Digital Displays are aimed specifically towards education and business audiences. These segments now have dedicated landing pages tailored to their specific needs. Since these products often involve a sales process, we’ve optimized the navigation to guide users into the appropriate verticals more effectively.

The feedback on the navigation has been extremely positive from both our internal and external stakeholders. Despite the positive reception, my goal is to continue monitoring the navigation system and updating as needed based on user feedback and product or software launches.

Outcome and learning

Testimonials

“Excellent work! I went to it from my phone and was able to scroll within five seconds to get a really good feel of an education focused company. Thank you so very” - Director of Sales

The numbers

  • 390% decrease in bounce rate

  • 87% reduction in rage and dead clicks

  • 48% increase in session durations from users

Curious to know more? Reach out to me at hojun1997@gmail.com