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Redesigning Curran's
Information Architecture


Curran’s websites ( and used very different sitemap and product table structures. Both sites were difficult to browse leading to high abandonment rates, particularly on Curran is a small company focused on catering to design and architecture industries, as well as design-oriented consumers.

My Role

IA design

Tree testing

Competitive research

Taxonomy design


ahrefs (site audit)

Optimal Workshop

Figma & Figjam

Jira & Confluence


Responsive web design


Through research I uncovered 3 main problems with the browsing experience of the websites:

1. Little to No Filtering

During usability tests, it took customers an average of 6 minutes to find a product on and under 2 minutes on a competitor's site. Most users said they would abandon this process after a few minutes of not finding what they needed.


Example: If someone clicked Deep Seating in the primary nav, they saw a page organized by brand and there was no way to see all deep seating at once or filter on a product attribute. 


How might we make Curran's product catalog filterable, consistent, and organized?


We converted our key problems into UX outcomes:

No Filtering → Filterable

If we do a great job of implementing filters then customers will be able to find the products they need quickly and easily so that they don't leave the site to find a more efficient shopping experience.

Inconsistent → Consistent

If we do a great job of restructuring the sites' navigation and show consistent wayfinding, then customers will be able to browse more freely so that they don't feel lost and abandon the sites out of frustration.

Unorganized → Organized

If we do a great job of organizing the products on the backend and present product variations at the product card level then customers can quickly scan all available options so they don't abandon the sites when they get tired of scrolling through duplicate items.

Nav Map Old.png

Example: Because of the tangled site map on the search bar was the customer's best bet for quickly narrowing results. This was not best practice since using search only works if the customer knows exactly what they are looking for.

Nav Map New.png

Site Navigation

The foundation of this major update was to simplify the path to purchase for both sites.

Tree Testing

The new primary navigation went through a few rounds of testing before we landed on the best model for each site. 

Tree test 4.png
Tree test 2.png
Tree test 3.png
Tree test 1.png

Final Design

After testing, iterating and conducting competitive research, we landed on a new information architecture and navigation upgrades for both sites including:

  • Intuitive and organized hierarchy

  • Updated taxonomy 

  • Robust filtering & sorting

  • Improved site map structure

New Nav_Home.png
iPad Pro Home filtering.png


"It [] looks great and was easy to read, search and filter based on my needs."

- customer quote from the customer service team

Robust Filtering

Customers are now able to narrow their search and find what they need quickly and easily so they don't leave the sites for a more efficient shopping experience.

The conversion rate is up an average of 41% across all sites

(90 days after launch compared to the previous period)


As the site grows it will follow a new, organized structure. Customers can easily figure out where they are on the sites and navigate freely so that they don't have to call customer service for help or abandon the sites.


Customers can now easily discover and compare products and they spend less time wading through duplicate product listings. 

The bounce rate is down by 6.7% 

(45 days after launch compared to the previous period)

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