In part one we introduced the Designing for Customer Intentions concept, in part two we dive into the method illustrated by a real-world example of putting it to use in an e-commerce website redesign project.

In the early days of design, website navigation was organized per department or line of business. We need to design more human-centered navigations, aimed at creating organic conversations with users. To do this, we think beyond hierarchical navigations towards more needs-based structures. We design for Customer Intentions. In this article we highlight the shortcomings of current navigation structures and introduce the Customer Intentions method, highlighting its benefits and real-world use cases and feedback.