89% Tree-test Success Rate

Navigation IA Overhaul

Card sorting and tree testing revealed users were lost in the navigation. Flattening the IA from 3 levels to 2 raised first-click success from 42% to 89%.

CRED IA Design ?? User Research

The Challenge

Navigation analytics showed only 42% of CRED users found the Rewards section on their first attempt. The existing IA had seven top-level items with overlapping labels that reflected internal product naming rather than user mental models.

My Approach

I ran a card sort (n=60) followed by a tree test (n=120) to validate mental model alignment. Results showed users consistently grouped rewards, cashback and offers under one umbrella. I flattened the IA from three levels to two and renamed key items using language from user responses.

The Impact

Post-redesign tree testing scored an 89% first-click success rate on primary navigation tasks ??? up from 42%. Time-on-task for Rewards dropped by 58%.