Navigation Info Architecture

Taste of the Wild / Woodruff


Taste of The Wild’s website had a very dated nav experience. A usability study presented some opportunities to overhaul the site’s main nav to better align with user’s goals and values, and to make the site easier to engage with.


Comparing engagement from Feb. 2023 (one month after launch) to the year before (Feb. 2022) we saw:

  • Clicks to Taste of the Wild Prey have increased 2x
  • Clicks to the Taste of the Wild brand have increased 8.8x
  • Clicks to the Virtual Pet Park increased 1.4x.
  • Clicks on the “See all products” links increased about 1.4x for both dog and cat.
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