Global Navigation + Menu Redesign NationalGeographic.com
The Opportunity
Improve Wayfinding and Content Discovery
The global navigation and menu are key way-finding tools for users, but the previous version failed to guide them to NatGeo.com’s vast content library, resulting in low user engagement and limited content accessibility.
SEO Improvements
We aimed to boost SEO by enhancing content visibility, improving internal linking, and reducing orphaned pages to increase crawl frequency, speed up indexation, and improve article placement in top stories.
Drive Conversion
Leverage the navigation to drive revenue by highlighting subscription benefits and upsell opportunities.
My Role
As lead product manager, I drove the project from end to end—partnering with design, engineering, PMO, and QA, while championing the initiative with business and leadership stakeholders. I conducted stakeholder interviews to align on business needs, collaborated with design on user testing, information architecture models and prototypes, defined the program scope and phased rollout, and secured stakeholder buy-in. I wrote and refined requirements with engineering, coordinated timelines with PMO, and ensured on-time delivery. Additionally, I led training sessions for content creators and championed the new features across the broader organization.
The Outcome
Improved Wayfinding and Content Discovery
The redesign surfaced more than 50 strategically-chosen topics to the user and allowed the user to reach those pages with a single click. The addition of configurability allows editorial and marketing to control and highlight specific initiatives and Nat Geo content on Disney+.
SEO Improvements
Our SEO skyrocketed instantly, with our total SEO score increasing by 4x, and the number of crawlable homepage links doubling.
*This is a recent launch; additional metrics to come
Desktop
Mobile
Key Features
Redesigned primary navigation containing eight strategically-chosen primary categories
Megamenu dropdown containing:
Secondary topics
Dynamically populated latest stories
Configurable right-hand promotional module to showcase content and conversion opportunities
Configurable section to highlight Nat Geo series and specials
User profile panel to promote benefits and upsell opportunities
New section in back-end CMS tool for content creators to manage configurable sections