A High Street favourite
With 350 restaurants across the UK, Nando’s is one of the giants of the British High Street.
Over the last few years we’ve been helping them bring the phenomenal success of their offline experience into their ever-expanding online channels.
With significant investments in both internal and external teams, they knew the importance of CRO in being able to scientifically improve the experience for their customers. However, they also knew that branching into this area would require the support of a dedicated, expert team to guide them.
Through close collaboration with the Ecommerce team from the outset, upskilling and developing them has been an integral part of our relationship.
Within their first three months with us, they’d already generated enough additional online revenue to pay for our services for the year 7 times over!
A cumbersome mobile navigation
Internal user testing showed visitors were struggling to navigate the order platform and were having to think about where to go rather than it being intuitive.
One issue highlighted was that navigating through the menu and submenus was difficult as it wasn’t obvious how to do it. The menu bar was inconsistent across the site as it disappeared on the menu pages and the back link was awkward to interact with on mobile due to the small size, as well as scrolling off the page as opposed to it being sticky.
Our challenge was to help overcome some of the difficulties and improve the navigation.
What we did
What seems to be the problem?
The navigation was both inconsistent & physically difficult to operate.
It would change depending on where the visitor was in the journey, and the touch area of the menu link itself was very small. On top of that, it was locating in the diagonally opposite corner to most (right-handed) visitors' thumbs. And that made it even more frustrating to use.
Introducing a horizontal scroll menu
We conducted an experiment where an in-menu navigation bar was introduced to reduce the friction involved in navigation.
This option allowed visitors to click the navigation bar to move directly to their desired location, rather than continuously scrolling down the menu, or clicking back before they could move forward.
It also presented the opportunity to bring sub-category pages into the primary navigation.
A couple of different designs were considered to enhance the aesthetics of the menu in combination with the broad hypothesis.
However, to maintain a consistent experience, the navigation design tested stayed with Nando’s primary brand colours and styling that were used across the rest of the order platform.