Current Navigation
As of Feb 2026
Shop
The Dr Sam's Difference
Routine Finder
Clinic
Expert Advice
🔍 Current Problems
1. "Shop" is the primary entry. First click = product browsing. 15+ product links encourage single-product purchasing over routine building.
2. "Best Sellers" is the 2nd link. Sends customers to your most popular individual SKUs — the exact opposite of selling a routine.
3. Kits don't appear at all. The £37 kit — your #1 acquisition product — is completely absent from the mega menu. Buried under "Sets & Duos."
4. Flawless365 doesn't appear at all. Subscription is invisible in navigation. Zero signal it exists.
5. "Shop by Skin Concern" links to filtered product pages. Clicking "Blemishes" shows a list of tagged products — NOT the Clarity Routine or concern landing page. Customer still has to figure out what to buy.
6. Steps link to collection pages. "Step 2 — Activate" goes to /collections/amplified-actives showing ALL actives for all concerns. Not helpful.
7. Routine Finder is a separate nav item. Easy to miss. Not integrated into the shopping flow.
8. 10 ingredient filters. Useful for skincare nerds, but this is a product-first pattern that contradicts routine selling. Most customers don't shop by ingredient.
Proposed Navigation
Routine-first architecture
Find My Routine
Routines & Sets
Products
Flawless365
Expert Advice
Clinic
Separate "Products" menu for returning customers ↓
Find My Routine
Routines & Sets
Products
Flawless365
Expert Advice
Clinic
🎯 10 Key Changes
1. "Find My Routine" is the first nav item. Imperative verb ("Find") not a noun ("Finder"). On mobile it's highlighted in red — the first thing every visitor sees.
2. "Routines & Sets" replaces "Shop" as the primary shopping entry. The word "Shop" implies browsing. "Routines & Sets" implies systems. First thing inside: Clarity and Radiance route cards.
3. Kits appear with price anchoring. £37 £72 visible in the mega menu. The #1 acquisition product is no longer buried. Two clicks from menu to kit-in-cart.
4. Full-size sets flagged "DTC EXCLUSIVE". Subtle competitive positioning visible at navigation level. Signals to retail browsers there's something here they can't get at Sephora.
5. Flawless365 gets its own top-level nav item. Subscription visible in the nav bar (with "NEW" tag) AND as a black banner inside Routines & Sets. Two touch points instead of zero.
6. "Products" demoted to 3rd position. Individual product browsing still exists for returning customers, but it's no longer the default. Ingredient browsing truncated to top 6 with "All →" link.
7. "Best Sellers" removed. Most controversial change. It sends customers to popular individual SKUs — the opposite of selling routines. "New" remains for launches. If needed, move it into "Products" only.
8. "Shop by Skin Concern" becomes route cards. Clicking "Blemishes" now goes to the Clarity concern landing page — a full persuasion page with kit CTA, not a filtered product grid.
9. Mobile: 4-step icons at the bottom of the hamburger. Returning subscribers can tap step icons to re-order quickly. It's there but below the routine architecture — new customers hit Clarity/Radiance first.
10. Sidebar CTA shows B&A social proof. Instead of rotating between "Consultation" and "Routine Finder", the sidebar shows a B&A with a quote. Social proof in the navigation itself.
⚠️ Risk: Removing "Best Sellers"
"Best Sellers" is typically the highest-traffic collection on any DTC site. Removing it loses a high-intent shortcut for returning customers. Mitigation: The "Products" menu still shows all categories, and returning customers already know their products. The real risk is new customers using "Best Sellers" as a crutch instead of entering the routine funnel. If you want to keep it, move it into the "Products" menu only.
💡 Idea: Nav-level personalisation for logged-in subscribers
Speculative — requires Shopify Liquid conditional
For logged-in Flawless365 subscribers, replace "Find My Routine" with "My Routine" — linking to a personalised dashboard showing subscription status, delivery schedule, and routine products. The navigation shifts from acquisition tool to retention tool. New/logged-out visitors still see the quiz CTA. Shopify customer metafields can drive this. Worth A/B testing.
💡 Idea: "The Dr Sam's Difference" removed from top-level nav
The current "The Dr Sam's Difference" nav item (containing Our Philosophy, Skin Stories, Real Routines Real Results) has low commercial intent. Move this content into the footer or into "Expert Advice." Reclaim that nav slot for "Flawless365" which has direct revenue impact. Brand storytelling belongs on the homepage and concern landing pages, not competing for navigation real estate with revenue-generating pages.