Redesign: Munchkin Menu

Simplifying the path to products by aligning menu structure with how parents actually shop.

Role

Senior Digital Designer, UI/UX

Industry

Retail: Infant and Toddler

Tools

Figma, Adobe Creative Suite

Problem

Users struggled to begin their browsing journey due to unclear or overly broad product categories. Movement map analysis showed a strong interest in shopping by age or developmental stage, indicating that visitors were looking for more intuitive entry points. Many users were unfamiliar with Munchkin’s full product range and would benefit from being guided into age-appropriate categories that align with their parenting needs.

Goal

Improve product findability and relevance by restructuring the navigation menu with more intuitive groupings and clear, descriptive category names. The updated menu aims to better reflect users’ needs and make it easier for them to discover the right products based on age, stage, or specific parenting goals.

Problem

Goal

(L) Instead of having "Shop by Product" and "Shop by Age & Stage" as the 2 top level categories. • Exposed all the main categories at the top level. • Combined mom's health products that included breastfeeding and prenatal products under "Infant Nutrition" Changed "Feeding & Cups" to "Cups & Mealtime" Under "Parenting Stories" included links to the "Blog" and "Podcast" (R) Added Shop by Age & Stage, Best Sellers, and Website Exclusives for each main category for better finability and exploration.

Added Best Sellers products that are updated monthly, along with Web Exclusives when a category has them. Enhanced the menu with a featured web exclusive product with a lifestyle image. Included convenient "Shop All" links at the top, for each subcategory.

The "Gear & Travel" selected state on desktop.

Enhanced top navigation UX by designing a promotional "eyebrow" message system to highlight special offers, free shipping, and Munchkin’s social impact initiative — donating 100% of Monday sales to Radiant Colors, supporting underserved children’s education. Also designed a white navigation variant for dark-background landing pages to ensure optimal contrast and accessibility.

Outcome

Menu Click-Through Rate (CTR) increased by: +25%
Showed stronger engagement with the top nav and better alignment with user mental models.
Category Page Views Per Session increased by: +20%
Shoppers may be browsing more across Baby, Toddler, Infant Nutrition, Cups and Mealtime categories, etc.
Bounce Rate from Menu-Opened Sessions decreased by: –15%
Signaled that the menu is helping retain users and push them deeper into the product ecosystem.