RR Donnelley
Boosting Conversions 43% with Clearer Navigation
Problem
RRD was struggling with low click rates due to vague navigation labels. By redesigning the main navigation and restructuring the Home page, we increased clicks by 43%.
Challenge
Users struggled to identify RRD’s Products page link due to the confusing label name “Find solutions tailored to your goals”.
Approach
1. Usability Testing
We recruited and conducted usability tests with 15 procurement decision-makers to identify friction points.
2. Information Architecture & Navigation Testing
After exhausting our budget in the initial research phase, we formed a Usability Advocacy Council of Sales and Account team members. Their frontline insights helped shape clearer, customer-centered navigation. We:
Conducted card sorting to understand how users grouped content
Introduced clearer category labels: Solutions and Resources
Validated the structure with Tree testing for clarity and ease of use
3. Wireframing & Iterative Prototyping
We developed mid-fidelity wireframes based on our findings and tested them for usability. To ensure consistency, every category in the main navigation used dropdown menus. We:
Prototyped and tested navigation flows
Used Click testing to confirm the redesign was intuitive
