Redesign: Munchkin Menu
Restructured to match how parents actually shop: by age, stage, and need.
Role
Senior Digital Designer, UI/UX
Industry
Retail: Infant and Toddler
Tools
Figma, Adobe Creative Suite
Problem
Users struggled to find a clear starting point. Movement map analysis showed a strong preference for browsing by age and developmental stage, but the existing navigation didn't reflect how parents actually think about their needs.
Goal
Restructure the navigation with more intuitive groupings and clearer category names, making it easier for parents to find the right products by age, stage, or parenting goal.
(L) Flattened the top-level navigation to expose all main categories directly, eliminating the extra layer of "Shop by Product" and "Shop by Age & Stage." Consolidated breastfeeding and prenatal products under "Infant Nutrition," renamed "Feeding & Cups" to "Cups & Mealtime," and grouped Blog and Podcast under "Parenting Stories." (R) Added Shop by Age & Stage, Best Sellers, and Website Exclusives within each category, making it easier to browse and discover products without starting from scratch.
Added monthly-refreshed Best Sellers and Web Exclusives per category, a featured product spotlight with lifestyle imagery, and 'Shop All' links for quick access at every level.
The "Gear & Travel" selected state on desktop.
Designed a promotional eyebrow banner to surface offers, free shipping, and Munchkin's Monday giveback initiative, donating 100% of Monday sales to Radiant Colors. Also created a white nav variant for dark-background pages to maintain 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.
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