Adding a hamburger menu was convenient, but removing it ultimately led to better business performance.

Whether that’s by making the hamburger toggle action more explicit, or removing it completely — the gains can be considerable.

We’ve taken the learnings from these tests forward and are avoiding hamburger menus where possible. One recent example is a relatively complex e-commerce site, for which we’ve designed a site structure tailored around mobile optimised navigation — allowing us to expose the menu items by default.