Newzoo
Improving platform navigation to reduce friction and make content easier to discover
Summary
As new products were added, the Newzoo platform menu became overloaded. Clients struggled to find what they needed and reported it through customer feedback. Behaviour data showed half of users never scrolled below the fold.
I led the redesign, combining quantitative and qualitative research, prototyping in Figma and validating with stakeholders and engineering before handoff.
Process
I combined behavioural data with qualitative input:
- Hotjar scroll maps showed half of users never reached the lower menu sections.
- Competitive benchmarking revealed scalable patterns used by other data platforms.
- Product managers highlighted recurring client frustrations.
Breaking down the problem
Research pointed to three pain points:
“The menu is overloaded”
New products kept being added, so clients had to scroll through a long list to find anything.
“Half of users never scroll”
50% of users didn’t scroll below the fold, so whole product sections went unseen.
“Labels take space, not clicks”
Non-interactive labels took up room without adding any usability value.
Exploring solutions
To reduce cognitive load and improve discoverability I introduced three refinements, explored through Figma prototypes and reviewed with stakeholders:
- Collapsible sections to reduce scrolling.
- Indented sub-items for clear visual grouping.
- Colour-coded categories for faster recognition.
Outcome
The new navigation reduced friction and made the platform easier to scan and explore. Clients reported smoother access to product areas, and the collapsible structure keeps it scalable. The design system gained new components with clear documentation for engineering.
Reflections
A data-driven approach turned a vague complaint into specific, testable problems. The navigation is now faster and more intuitive, and flexible enough for future products.