Better product discovery
2 min read
21M+
Mobile customers
85%
UK on 5G
28M+
Standalone 5G reach
The Opportunity
A £2.8B digital shopfront with navigation that leaked conversion
EE UK's site carried enormous commercial weight, but the structure fought the customer. In testing, Shop read as overloaded and poorly grouped; fewer than half of wayfinding tasks ended in the right place. With most telecom sales starting on mobile and rivals offering cleaner paths, weak IA was direct revenue leakage.
The Solution
Research-led mega-nav: My EE, Shop, Help instead of sprawl
We ran tree tests and hybrid card sorts with ten people and rebuilt the nav around what they actually looked for: a three-bucket mega-nav (My EE, Shop, Help) instead of the old sprawl. Brands sat together in Shop; "Added benefits" moved to My EE because every participant looked there first; help content landed next to the tasks it supported.
The Impact
Higher task success and faster discovery after the regroup
After the change, tasks finished more often and people found products faster. Nobody had looked for "Added benefits" under Why EE; everyone expected handset brands under Shop. Odd buckets like "Good As New" and "EE TV" had confused two in five people; those labels got untangled.
The durable lesson was simple: align structure with how people shop telecom on mobile, then measure completion instead of debating opinions.
“Gagan's design approach is grounded in close attention to users and what the business needed.”
In the product
Path view compared actual routes through the tree with expected link paths for tasks such as finding the coverage checker.
Research-backed notes on where participants expected key tasks, alongside the proposed navigation structure.
Task-based tree tests let participants click through the IA until they reached a destination that matched their intent.
Success and directness scores, with overall score, showed which tasks the structure supported and where it failed.
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