Shoppers consistently failed finding their desired category when using the old navigation. It was laid out on two lines without any implied order (not a-z). They were also missing categories because their eyes had to travel side to side and up and down. They would get lost when scanning.
I came up with a concept of a one line navigation with icons for quick recognition. It reduced bounce rate drastically and enabled shoppers to complete their tasks quicker. On this project, I designed the layout, designed many of the icons, and wrote html/css for a demo.