The document discusses strategies for improving findability on an e-commerce website that sells bags and other gifts. It analyzes user search behavior related to bags and restructures the site navigation menu with a mega menu to better map user intent. The new navigation menu includes top-level categories for different bag types organized by things like material, size, brand and more to help users more easily find the bags they are looking for.

1. Usability Matters!
Information Architecture
Indian Gifts Portal - A e-Commerce Gifting Portal specializing in
domestic and international gifting between NRIs.
The Site has a huge handicrafts inventory but they also have products
specifically meant for gifting amongst Indians.

2. Increasing Find-ability
• Find-ability was a major obstacle to task
completion identified during the buyer
persona walkthrough.
• Mapping the Users Mind to a Mega Menu for
the E-Commerce Site was one of the first steps
towards increasing find-ability.

3. Find-ability precedes Usability.
You can’t use what you can’t find.
‘Ambient Find-ability’ By Peter Morville

4. Product Category - Bags

5. A Snapshot of Keyword Referrers to the Site with the word ‘Bag’.

6. A Snapshot of Internal Search Terms accompanying ‘Bags’

7. A Snapshot of Google Keyword Density of search terms
containing ‘Bags’

8. Increasing Find-ability by Mapping User Intent to Navigation
Mega Menu

9. Flowers | Cakes | Chocolates | Home Décor | Electronics | Clothes | Bags | Jewelry | Kids | Festivals | Deals
Bags
Leather Bags
Ethnic Indian Bags
Clutches & Purses
Ladies Handbags
Wallets
Genuine Leather Bags >
Leather Purses
Hand Bags
Sling Bags
Laptop Bags
Clutches
Wallets
Mobile Pouches
Leather Bags for Men >
Laptop Bags
Travel & Office Bags Wallets
Personalized Wallets
Diaper & School Bags Card Wallets
Multi-Pocket Bags
Cross Body Bags
Business Card Holders
Pink Leather
Black Leather
Tan Leather
Best Sellers >>
Less than 599 >
Leatherite Bags
College Bags
Wallets
Leatherite Clutches
Purses
Big Bags >
Hold-alls
Big Handbags
Overnight Bags
Travel Bags
Mill Leather
Small Bags >
Clutches
Premium Leather Bags >
Pouches
Temanli Leather Patchwork Wallets
Gaofan Leather Patchwork Business Card Holders
Mill Leather
Croco Leather
Kashmiri Leather Bags
Colored Leather Bags >
Ladies Handbags
Clutches
Wallets for Her
Wallets for Him
Gaofan Leather
Pink Leather Bags
(Free Delivery in India – All
Cities)

10. Flowers | |Cakes | Chocolates | Home Décor | Electronics | Clothes | Bags | Jewelry|| Kids | Festivals | Deals
Cakes | Chocolates | Home Décor | Electronics | Clothing & FashionToys & Games
Bags
Leather Bags
Big Ethnic Handbags >
Shopping Bags
College Bags
Ethnic Indian Bags
Clutches & Purses
Ladies Handbags
Wallets
Travel & Office
Diaper & School Bags
Small Ethnic Handbags >
Clutches
Purses
Potlis
By Handle >
Bangle handle Bags
Soft Handle Bags
Leather Handle Bags
Shoulder Bags
Bags by Color >
Multi-Colored
Red
Pink
Blue
Natural
Metallic
Brown
Other Colors
By Material >
Beaded Bags
Cotton Bags
Jute Handbags
Bamboo Handbags
Ethnic Weaves
Kashmiri Leather
Best Sellers >>
Embroidered Bags
Mirror-work Bags
Patch-Work Bags
Zari Work Bags
Zari Work Handbags
Hand Embroidered
Designer Clutches
Silk & Velvet Purses
Jute Bags
Mirror Work Bags
Potlis
Less than 499
Silk Purses
Velvet Purses
Designer Clutch Bags
Less than 299 >
Mirror Work Potlis
Less than 499 >
Beaded Handbags
Cotton College Bags
Jute Bags
Patchwork Bags
(Free Delivery in India – All
Cities)

11. Flowers | |Cakes | Chocolates | Home Décor | Electronics | Clothes | Bags | Jewelry|| Kids | Festivals | Deals
Cakes | Chocolates | Home Décor | Electronics | Clothing & FashionToys & Games
Bags
Leather Bags
Ladies Clutches >
Hand Embroidered
Leather Clutches
Ethnic Indian Bags Designer Clutches
Ethnic Clutches
Clutches & Purses
Stone-Work Clutches
Gaofan Clutches
Ladies Handbags Temanli Clutches
Animal Print Clutches
Wallets
Travel & Office
Diaper & School Bags
Ladies Purses >
Beaded Purses
Rajasthani Mirror Work
Tribal Art Purses
Leatherite Purses
Kashmiri Leather Purses
Brocade Purses
Zari Work Purses
By Type >
Bangle handle Purses
Potlis
Coin Purses
Evening Clutches
By Color >
Multi-Colored
Red
Pink
Blue
Black
Grey
Natural
Metallic
Brown
Other Colors
Best Sellers >>
Less than 599
Gaofan Clutches
Brocade Purses
Designer Clutches
Evening Bags
Black Clutch Bags
Indian Design Bags
Leather Purses
Less than 599 >
Brocade Clutches
Beaded Purses
Embroidered Potlis
Rajasthani Mirrorwork
Wooden Handled Bags
By Brand >
Guess
Vertigo
(Free Delivery in India – All
Cities)

12. Flowers | |Cakes | Chocolates | Home Décor | Electronics | Clothes | Bags | Jewelry|| Kids | Festivals | Deals
Cakes | Chocolates | Home Décor | Electronics | Clothing & FashionToys & Games
Bags
Leather Bags
Shoulder Bags >
Cotton Shoulder Bags
Jute Shoulder Bags
Ethnic Indian Bags Bamboo Shoulder Bags
Patchwork Bags
Clutches & Purses Leatherite Bags
Zari Work Shoulder Bags
Ladies Handbags
Wallets
Travel & Office
Diaper & School Bags
Sling Bags >
Beaded Sling Bags
Leather Sling Bags
Rajashtani Mirrorwork
Jute Sling Bags
Handbags >
Zariwork Handbags
Velvet & Silk Handbags
Leather Handbags
Cross Body Bags >
Mirror-Work
Zari-Work
Leather Cross Body Bags
By Color >
Multi-Colored
Red
Pink
Blue
Black
Grey
Natural
Metallic
Brown
Other Colors
Best Sellers >>
Designer Handbags
Ethnic Shoulder Bags
Tribal Weave Bags
Beaded Sling Bags
Velvet & Silk Bags
Cross Body Bags
Black Ladies Bags
Rajasthani Mirrorwork
Less than 999 >
Beaded Handbags
Cotton Handbags
By Brand >
Guess
Vertigo
(Free Delivery in India – All
Cities)

13. Flowers | |Cakes | Chocolates | Home Décor | Electronics | Clothes | Bags | Jewelry|| Kids | Festivals | Deals
Cakes | Chocolates | Home Décor | Electronics | Clothing & FashionToys & Games
Bags
Leather Bags
Ladies Wallets >
Bi-Fold Wallets
Tri-Fold Wallets
Ethnic Indian Bags Passport & ID Holders
Coin Purses
Clutches & Purses
Ladies Handbags
Animal Print
Colored Leatherite
Embossed Leather
Wallets
Travel & Office
Diaper & School Bags
Croco Leather
Kashmiri Leather
Temanli Leather
Gaofan Leather
By Color >
Multi-Colored
Red
Pink
Blue
Black
Grey
Brown
Other Colors
Men’s Wallets >
Money Clips
Credit Card Holders
Business Card Holders
Passport Holders
Best Sellers >>
Leatherite Wallets
Designer Wallets
Gaofan Leather
Leather Wallets
Mill Leather Wallets
Croco Leather Wallets
Wallets for Her
Personalized Wallets
Dhoom 3 Wallets
Tri-Fold Wallets
Embossed Leather
Black Wallets
Tan Wallets
Colored Wallets
Wallets on Discount
Wallet & Belt Combos
Card & Wallet Sets
Tri-Fold Wallets
Passport Holders
Designer Wallets
Kashmiri Leather
Wallets for Him
Croco Leather Wallets
(Free Delivery in India – All
Cities)

14. Flowers | |Cakes | Chocolates | Home Décor | Electronics | Clothes | Bags | Jewelry|| Kids | Festivals | Deals
Cakes | Chocolates | Home Décor | Electronics | Clothing & FashionToys & Games
Bags
Leather Bags
Travel Bags >
Backpacks
Duffle Bags
Ethnic Indian Bags Overnight Bags
Strolleys
Clutches & Purses Holdalls
Ladies Handbags Utility Bags >
Wallets
Travel & Office
Diaper & School Bags
Passport Bags
Credit Card & ID Wallets
Wrist Pouches
Camera Cases
Multi-Purpose Bags
Mobile Pouches
Office Bags >
Laptop Bags
Laptop Cum Travel Bags
Portfolio Bags
By Material >
Leather
Leatherite
Waterproof
By Color >
Multi-Colored
Red
Pink
Blue
Black
Grey
Natural
Brown
Other Colors
Best Sellers >>
Less than 599 >
Travel Bags
Haversacks
PVC Bags
Camera Pouches
Duffle Bags
Less than 199 >
Mobile Carriers
Strolleys
Multi-Purpose Bags
Portfolio Bags
Tote Bags
Haversacks
Laptop Bags
Toiletry Bags
(Free Delivery in India – All
Cities)

15. Flowers | |Cakes | Chocolates | Home Décor | Electronics | Clothes | Bags | Jewelry|| Kids | Festivals | Deals
Cakes | Chocolates | Home Décor | Electronics | Clothing & FashionToys & Games
Bags
Leather Bags
Baby Bags >
Diaper Bags
Baby Bag with Bottle Case
Ethnic Indian Bags Baby Sleeping Bags
Clutches & Purses Baby Bags By Color >
Ladies Handbags
Wallets
Travel & Office
Diaper & School Bags
Pink
Yellow
Green
Blue
Bags for Children >
Kiddie Purses
Kids Strolley
Kids Hand Bags
School Bags >
School Bags
School Bags + Bottle Combo
College Bags >
Mirror Work Bags
Patchwork Bags
Jute Bags
Cotton Bags
Cartoon Character Bags >
Tweety Bags
Barbie Bags
Ben Ten Bags
Cars Bags
Thomas The Engine Bags
Spiderman Bags
Angry Birds Bags
Best Sellers >>
Less than 599 >
School Bags
Kids Hand Bags
Kiddie Purses
Barbie Bags
Less than 999 >
Baby Sleeping Bags
Baby Diaper Bags
Cities)
Baby Sleeping Bags
School Bags
Diaper Bags
College Bags
Tweety Bags
Ben 10 Bags
Less than 599
Less than 999
(Free Delivery in India – All