Newzoo navigation improvement for faster discovery

Challenge

As new products were added, the Newzoo platform menu became overloaded. Clients struggled to find what they needed and reported it through the customer feedback channel. Analyzing interaction patterns, I found that half of users did not scroll below the fold. The structure slowed down product discovery.

Process

I led the redesign by combining quantitative and qualitative inputs:

• Hotjar scroll maps showed half of users never reached the lower sections of the menu.
• Competitive benchmarking revealed scalable patterns used by other data platforms.
• Product managers highlighted recurring client frustrations.

I explored solutions through Figma prototypes, testing collapsible groupings, indented sub-items and colour-coded categories. Iterations were reviewed with stakeholders and validated against technical constraints before handoff.

Breaking down the problem

• Excessive scrolling from an overloaded menu, leading to negative feedback on our support channels.
• 50% of users did not scroll below the fold, missing whole product sections.
• Non-interactive labels took up space without adding value.

These issues slowed down content discovery. A more structured, scalable solution was necessary.

Exploring solutions

To reduce cognitive load and improve discoverability, I introduced key refinements:

• Collapsible sections to reduce scrolling and improve menu visibility.
• Indented sub-items for clear visual grouping.
• Colour-coded categories for faster recognition.

Outcome

The new navigation reduced friction and made the platform easier to scan and explore. Clients reported smoother access to product areas, and the collapsible structure keeps it scalable.

Deliverables

• Redesigned navigation with collapsible sections and clearer hierarchy.
• Updated design system for consistency and scale.
• Clear documentation for engineering.
• Interactive prototype to communicate interaction states.

Reflections

By addressing usability issues with a data-driven approach, the Newzoo platform now offers a faster, more intuitive navigation that stays flexible for future products.