Systems Design
A modular navigation system built to absorb promotion without breaking wayfinding, across regions and product lines.
Modular navigation prototype in use
Converse needed navigation that could absorb frequent promotions and evolving merchandising priorities at global scale without losing clarity, navigation is the one surface every visitor touches, so any instability there shows up everywhere at once. I led the redesign, building a modular system that let teams elevate promotional content without renegotiating the structure underneath it every time.
As promotional activity increased, the existing navigation struggled to keep up. One-off solutions made it hard to elevate campaigns consistently, added maintenance overhead nobody had signed up for, and risked training users on a different pattern every time a campaign changed.
One-off nav treatments per campaign
The real constraint wasn't design bandwidth, it was that merchandising and marketing had no shared structure to build promotion into, so every campaign meant re-deciding how much navigation could bend before users stopped being able to find products.
I designed a modular navigation system that separates evergreen navigation from promotional content, so teams can surface campaigns without touching core discovery.
Evergreen nav, separated from promotional slots
Reusable modules cover the range of promotional needs while holding hierarchy, spacing, and interaction patterns constant. Guardrails cap how much any one promotion can take over, so navigation stays predictable and scannable no matter which market or campaign is live.
Teams now elevate promotions by dropping content into an existing slot instead of opening a new navigation project, campaigns that used to need a custom build now ship inside a structure that was already reviewed and approved once.
Navigation stopped being the thing every campaign renegotiated and became the thing every campaign could rely on, consistent for users regardless of which region or promotion they land on.