Home Navigation

As Breadfast expanded from grocery into coffee, beauty, restaurants, and more, the home page stayed organized around its grocery roots. New verticals and deeper categories were hard to find — customers simply weren't discovering what the app now offered.

This was a company-wide problem: the home page is the front door for every vertical, so its navigation shapes discovery for the entire business. I led the program to rethink it — and to prove each change before rolling it out.

• ·Make new verticals and deep categories discoverable
• ·Rework the home page for a super-app, not a grocery app
• ·Validate changes with controlled experiments before rollout

I led the design of a new home layout built around a category grid — clear, scannable entry points that surface verticals and deep categories instead of burying them.

It shipped as the first experiment in a broader navigation program I've continued to iterate on, including a horizontal-navigation pass in 2026.

• ·Category grid entry points
• ·Surfaces deep categories (coffee, beauty, and more)
• ·Phased: grid v1 → horizontal-nav iteration

The first experiment — the home page grid — ran as a controlled A/B test on 615,880 users. Deep-category discovery jumped with very high confidence, while core commerce metrics (conversion, orders per user) held steady — a clean discoverability win, so it was rolled out.

One honest caveat: 'chance to win' here is a Bayesian measure, and the test was stopped early to support the rollout rather than run to a fixed horizon.