The problem

1. Limited discoverability: Customers struggled to find browsing features despite having category, deals, and new release filters

2. Mobile web constraints: Only one link (Your Books) accessible without opening menu

3. High Velocity Events opportunity: Need to drive incremental traffic like Amazon Book Sale (ABS) during promotional period

Project approach

We plan to conduct several experiments involving the addition of extra links to the Books subnav menu to test whether providing "at-a-glance" access would improve the overall browsing experience. The goal was to test information architecture hypotheses and build regular customer habits by increasing the visibility of high-traffic links.

Design exploration

First, I developed a dual-strategy design exploration to balance promotional visibility with core user experience. The approach involved creating both conservative and bold design variations to test different levels of visual prominence while maintaining navigation integrity.

I facilitated cross-functional design reviews with project managers and engineers to evaluate feasibility and gather diverse perspectives. This collaborative approach ensured technical constraints were addressed early while maintaining design vision.

Here were four distinct design solutions, each addressing different aspects of the discoverability challenge:

Options	Pros & Cons
A. Temporary takeover : Move Your Books into Browse drawer as the first featured links during the promotion	(+) Most prominent currently available placement on mobile (-) Makes Your Books temporarily less discoverable (-) Less noticeable
B. Dismissible banner : Insert clickable alert banner below the books subnav	(+) More noticeable with longer text allowance (+) Your Books stays in reliable location (-) Path to ABS less obvious once dismissed (-) Harder to use for lead-up marketing
C. Subnav takeover : Similar to option A but with additional visual differentiation	(+) Differentiated color treatment communicates special event (+) More noticeable (-) Makes Your Books temporarily less discoverable
D. Promotional header : Insert additional stripe between global and Books nav	(+) Differentiated color treatment (+) Your Books stays in reliable location (-) Need to coordinate with other banners to avoid duplication (-) Risk of banner blindness

Each option was evaluated against three key criteria: promotional visibility, user experience impact, and technical feasibility. And the last option emerged as the recommended solution based on its optimal balance of visual prominence and implementation efficiency. I created multiple design variations aligned with the Amazon Book Sale theme for both mobile and desktop web pages, ensuring consistent brand experience across platforms.

In addition to the promotional header, I explored adding horizontal scroll functionality to the subnav on mobile web pages. This experiment aimed to increase discoverability by adding frequently accessed links such as Deals, New Release, and Best Books of 2024 alongside the existing Your Books link. The horizontal scroll approach allows users to access multiple high-traffic links without opening the Browse menu, addressing the core discoverability challenge identified in user feedback. This experiment complements the promotional strategy by providing a permanent solution for improved navigation discoverability.

The final product

We utilized new subnav capabilities during the promotional period from April 17-28. A/B testing experiments were implemented between the control group (the current design) and the treatment group to measure changes in customer click behavior.