Trend | Product-only global navigation gains momentum

Global navigation options on IT websites haven’t changed since the beginning of the Internet. You must have Products for the buyers, Support for the customers, Partners for the partners, and About for the investors – and everyone else.

But does it need to be that way forever?

Recently Adobe.com ditched its unique hamburger navigation panel design for a more conventional link-based style.

But as it turns out Adobe.com’s new navigation is far from conventional.

Unlike most sites that display the standard set of navigation options, Adobe.com has limited its new navigation to its product groups – “Creativity & Design,” “Marketing & Analytics,” “PDF & E-Signatures,” and “Business Solutions” (with “Support” added in for good measure). Gone are those pesky “About Adobe” and “How to Buy” links. Now, it’s all about the products.

Adobe isn’t alone. Other sites have joined the product-only global navigation bandwagon. HP.com, HPE.com, Microsoft.com, and Apple.com have their own versions of this approach. Even IBM.com toyed with it for a while.

And it’s no wonder. This navigation strategy has a lot going for it. It gives products the limelight, simplifies global navigation designs and makes sites that use siloed architectures more logical. But it’s not for every site. In fact, if not thought out properly, this approach can do some damage to your corporate ecosystem — and bottom line.

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Category: Case Study

Class: Trend

Websites Profiled: Adobe, Apple, HP, HPE, Microsoft, IBM

Related Research: 

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2018-02-12T14:56:08+00:00

About the Author:

President of siteIQ :: I focus on best practices – and share with our clients and Library members how leading Web teams deliver world-class user experiences. My job is to find best practices and illustrate why they work. How the smartest Web teams innovate – and solve common problems. How leaders put the right pieces together to perfect effect.

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