SAADAA × OPTIPHOENIX: A SIZE SELECTION REDESIGN DROVE A 20% CONVERSION RATE UPLIFT
The Pant Project × OptiPhoenix:8.43% Conversion Rate Uplift by Simplifying Mobile Navigation
Published: Tue Oct 06 2026/Updated: Tue Oct 06 2026/by: Vrity Singh
The Challenge
The Pant Project is a D2C fashion brand specializing in ready-to-wear and custom-made pants, offering a range of styles for different occasions and preferences.
On mobile, the hamburger menu used a text-heavy navigation structure. Users had to open parent categories before they could access specific product categories, adding extra steps to the product discovery journey.
The opportunity was to simplify navigation by making key product categories more visible and introducing visual cues, helping users understand the available options and reach relevant products with fewer interactions.
Finding the Missing Signal
The navigation already contained the product categories users needed.
The friction came from how those categories were presented.
Users had to open parent categories to get to specific products, creating additional interactions before they could begin exploring the relevant product category.
The test focused on making important categories easier to scan and reducing the number of interactions needed for product discovery.
The Hypothesis
Making key product categories more visible through visual category tiles, while simplifying the menu hierarchy, would help users discover products faster.
Expanding “Ready to Wear Pants” by default would also remove an additional interaction from the discovery journey.
The Experiment
The original mobile navigation was tested against a variation designed to make product categories more accessible.
The variation introduced:
- Visual category tiles to make key product categories easier to scan.
- “Ready to Wear Pants” expanded by default to remove an extra interaction.
- Product imagery to help users quickly identify and differentiate categories.
- A simplified menu hierarchy to make important shopping paths more accessible.
The Result
The variation increased the Conversion Rate:
Uplift: 8.43%
Variation: 7.22%
Impact
The simplified mobile navigation helped make product categories more visible and reduced the steps required to discover products.
8.43% Conversion Rate uplift
7.22% Revenue uplift
Lessons Learned
Make important categories easy to scan.
Visual category tiles gave users a quicker way to understand the available product categories.
Remove unnecessary interactions.
Expanding “Ready to Wear Pants” by default reduced the need for an additional interaction before users could explore the category.
Use imagery to support discovery.
Product imagery helped users identify and differentiate categories more quickly.
Simplify the hierarchy.
Making important shopping paths more accessible addressed the additional steps created by the original menu structure.
Partnership Snapshot
Brand: The Pant Project
Industry: D2C Fashion
Focus Area: Mobile Navigation
Primary Metric: Conversion Rate
Experiment Type: Navigation Simplification & Visual Category Discovery
Program: OptiPhoenix Experimentation
What Matters
The Pant Project already had the product categories users were looking for. The friction was in getting to them. By simplifying the mobile navigation, introducing visual category tiles, and making key shopping paths more accessible, the experiment helped improve product discovery and delivered a reported 8.43% Conversion Rate uplift
