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The hamburger menu experiments by James Foster are interesting, but the problem is that they assume the primary goal is navigation clicks. Rarely is a navigatio
by kylerush 12y ago
The hamburger menu experiments by James Foster are interesting, but the problem is that they assume the primary goal is navigation clicks. Rarely is a navigation click a bottom line business metric for a company. Almost always you want the user to convert into a customer for whatever you are selling. A more compelling experiment would be one that shows results for both a primary action of new visitor to customer as well as nav click conversions. The fact that fewer users click on the navigation is not necessarily a bad thing.
- themodelplumber 12y agoOne of the key itches this article scratches is the issue of the hamburger menu that just appears in a design mock because it's how things are done nowadays. It's almost insulting to deal with people who care so little about the "bottom line business metrics" you mention that they throw things in there, like the hamburger, without justification in context. It's not even a question of business metrics at that level. It's simply a question of thinking about how you want people to interact with your website, and a lot of designers (using the term as generically as possible--anybody who is planning a site, be they a graphic designer or developer) don't even get that far.
- mfrommil 12y agoAgreed. There may be cases where a hamburger menu makes sense, like a news app where you can switch between sections. The article shows a solution with the search bar moved to a more prevalent position and other menu options dropped to the bottom - this makes sense if users reach destination pages in the app via search. It's good to think about but I think the article missed the point of starting with the objectives first (customer's needs) and working backwards to find which menu layout is best.