IA Redesign: Tesla Canada

Reimagining the information architecture of a minimalist giant to improve findability and conversion.

Client

Client

Tesla Canada

Focus

Focus

Information Architecture

Role

Role

UX Researcher & Designer

Deliverables

Deliverables

Revised Sitemap, Wireframes, Interactive Prototype

The Challenge: The Cost of Minimalism

Tesla’s website is famous for its extreme minimalism. However, our analysis revealed that this aesthetic choice was compromising user experience. The "overly simplistic" navigation structure caused significant friction in finding essential information.

Core Problems Identified:

  • Decentralized Links: Essential utility links like "Support" were duplicated and scattered across unrelated categories (Energy, Charging), making them hard to track down.

  • Hidden Primary Actions: Critical conversion drivers, such as booking a "Demo Drive," were buried inside vehicle sub-menus rather than being visible upfront.

  • Low Findability: Users often had to "guess" icon meanings or click through multiple layers to find basic specs, increasing cognitive load.

The Solution: Structural Updates

We proposed a new Information Architecture (IA) that maintains the brand's sleek look while exposing critical paths.

1. Elevating "Demo Drive"

  • The Change: We moved "Demo Drive" from a sub-menu to a top-level navigation item.

  • The Why: This is a critical conversion tool. By reducing the click depth, we made the path to purchase immediate and visible upon landing.

2. The "Support" Shift & Floating Chat

  • The Change: We introduced a persistent "Ask a Question" floating chat widget in the bottom right.

  • The Why: Users in our research struggled to find help. A persistent widget is a standard mental model for support, ensuring users can find help instantly without abandoning their browsing flow.

3. Streamlining the Footer

  • The Change: "Discovery" links (Careers, Customer Stories, News) were relocated from the main header to the footer.

  • The Why: This de-cluttered the top navigation, focusing the user's primary attention on products (Vehicles, Energy) and purchasing tasks.

35%

Improved onboarding process

25%

Increase in user retention

84%

Increase in time spent on website

Validation & Testing

We didn't just redesign it; we tested the new structure with users to validate the IA changes.

First-Click Testing: Finding Support

We presented users with a scenario: "You are having an issue with your vehicle's mobile app. Where would you click first?"

  • Result: 5 out of 5 users successfully selected the new "Support" link immediately.

  • Outcome: Validated the decision to add "Support" as a clear header option rather than burying it in utility menus.

Five-Second Test: Discoverability

We flashed the new homepage for 5 seconds and asked: "Did you notice any way to get immediate help?"

  • Result: 100% of participants noticed and recalled the "Ask a Question" chat feature.

Conclusion

Minimalism should not come at the expense of functionality. Our re-evaluation showed that while whitespace focuses attention, excessive separation breaks the scanning flow and lowers trust. By restructuring the IA to prioritize "Demo Drives" and "Support," we created a navigation system that is as functional as it is beautiful.