ZenBusiness Navigation Bar Testing
Role: Lead Researcher
Summary
Product
ZenBusiness, an online platform for starting and growing a business, primarily focusing on LLC and corporation formation.
Goal
As ZenBusiness rapidly expanded its offerings beyond business formation, the navigation bar became increasingly complex. Users struggled to locate key actions, which we believe led to a rise in Customer Success inquires.
This study explored whether a new stage-based navigation system, organizing content by where a customer is in their business journey (e.g., Plan/Start vs. Manage/Grow), would scale well with our expanding product offerings, improve wayfinding, comprehension, and task completion and lead to a decrease in Customer Success workload.
Methods
Moderated usability testing
Results Action
Following the test, the team implemented clearer labels and simplified the copy hierarchy. Based on usability data and projected analytics, the redesign was estimated to reduce navigation-related Customer Success inquiries by roughly 10–15% and improve average task completion time by 8–10%.
Still in use three years later — evidence of a research-driven IA that scaled with the product.
Background
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Study Design
Synthesis
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Results and Impact
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As of November 2025, the breakdown is still by formation step, but has been expanded upon. This shows that the switch to formation step is still supporting zenbusiness customers