If you check any internet stat today, you’ll see that 62.5% of global web traffic comes from mobile devices. People browse, shop, and scroll mostly on their phones.
But there’s one problem—phones are getting bigger. And as screens grow, it’s getting harder for our thumbs to reach the top-left corner of the screen. That’s exactly where the hamburger menu usually is.
When ecommerce started shifting from desktop to mobile, the hamburger menu was a big success. It saved space, gave easy access to multiple options, and worked well on smaller screens. Back then, users could easily tap the top-left icon without stretching.
But the way we hold our phones today has changed. Most of us use our phones with one hand—and our thumbs rest closer to the bottom of the screen. That’s why bottom navigation bars are becoming more popular.
Earlier, bottom nav was something we saw mostly in apps. Now, more and more websites are using it too—for one simple reason: it’s easier to use.
The hamburger menu isn’t completely gone—but it’s no longer the default. It’s being replaced by options that are better suited to how we use our phones today.
Lets learn more about it in this blog.
Our data showed a 25% increase in engagement when we switched from a hamburger menu to bottom navigation on mobile. It’s simply more accessible for how people hold their phones today.
Table of Contents
- Why Is It Called Hamburger Menu And What Is The Origin Of It?
- Why Do Hamburger Menus Don’t Always Work Well Anymore?
- Is Bottom Navigation Replacing the Hamburger Menu?
- What to Put in the Bottom Navigation?
- Where Is Bottom Navigation Working Really Well?
- Case Study: Why Apple and Audible Moved Away from Hamburger Menus
- Conclusion
1. Why Is It Called Hamburger Menu And What Is The Origin Of It?
The hamburger menu gets its name from the way it looks—three horizontal lines stacked on top of each other. To people, it resembles a burger: ☰ — bun, patty, bun.
This icon was first created in the early 1980s by Norm Cox, a graphic designer working on the Xerox Star computer system—one of the first graphical user interfaces ever made.
1.1 The UX Thinking Behind It
In UX terms, the hamburger menu was about progressive disclosure—a key principle in interface design.
It means showing only the most important options up front, and keeping the rest hidden until the user needs them. This avoids clutter and helps users focus on the task at hand.
As smartphones took over in the early 2010s, especially after the iPhone’s rise post-2007 and the App Store launch in 2008, screen space became limited.
By 2010, Facebook introduced the hamburger menu in its mobile app, making it a widely recognized icon. Designers now had a smart way to hide full menus while keeping them just a tap away—perfect for small screens and mobile-first UX.
For e-commerce, this worked well. It kept the focus on products while filters, categories, and account options stayed out of the way until needed.
2. Why Do Hamburger Menus Don’t Always Work Well Anymore?
Even though hamburger menus were popular for a long time, they come with some big problems—and even WhatsApp has moved away from using them. More brands are even moving away from it because they are:
- Hard to notice: Since the menu is hidden behind an icon, many people don’t even see it. They might miss out on important pages or features.
- Multiple steps to use: To get to what you need, you usually have to tap the menu, then tap again to choose a page. That’s two extra steps.
- Less exploring: When people don’t see all the options up front, they often just stay on the homepage or visit only one or two sections. They don’t explore the full website or app.
That’s why many brands are moving away from hamburger menus and trying easier, more visible ways to help users navigate.
2.2 Why We Changed It for Our Client?
UX (user experience) keeps changing. What worked in 2010 doesn’t always work today. That’s why we helped our client improve their mobile site and app. Earlier, their menu was hidden behind a hamburger icon. But many users didn’t notice it or didn’t tap it.
So, we changed the design.
We replaced the hamburger menu with clear tabs and visible categories right on the screen in the form of bottom navigation. This made it easier for shoppers to find what they wanted—faster and with fewer clicks.
The impact was clear—more people stayed on the site, explored more products, and completed their shopping journeys with ease. Most notably, we saw over a 20% lift in click-through rates (CTR). A small UX update led to a big improvement in user engagement.
3. Is Bottom Navigation Replacing the Hamburger Menu?
Earlier, bottom navigation was mainly seen in mobile apps, where it was very prominent and easy to reach with a thumb. Now, this design trend has also made its way to mobile-friendly websites and D2C brands.
3.1 Why is Bottom Navigation Better Today?
Phones have grown — from around 4 inches a decade ago to over 6 inches now. That means users mostly hold their phones with one hand, relying on their thumb to navigate.
Reaching the top corners, especially the traditional hamburger menu, has become harder. Bottom navigation puts key actions within easy thumb reach — making browsing smoother, faster, and more comfortable.
3.2 Who can experiment with this?
Anyone with a mobile-friendly website can try implementing bottom navigation. One key benefit is that it remains sticky — meaning it stays visible as users scroll up or down the page.
This keeps important navigation options always within easy reach, improving the overall user experience and making browsing smoother.
3.3 Why does a static CTA matter?
Alongside sticky navigation, having a static Call-To-Action (CTA) button is crucial. Keeping CTAs fixed on screen, no matter where users are on the page, improves engagement and conversion rates. Here are some of the examples:
- Amazon keeps its “Add to Cart” button visible on product pages, making it easy to access at any time.
- Spotify uses a persistent “Play” button on mobile apps, ensuring users can control music effortlessly.
- Airbnb features a fixed “Search” CTA, encouraging exploration without needing to scroll back up.
Implementing sticky bottom navigation combined with a static CTA can significantly boost usability and sales on mobile sites.
Spotify has found that by removing the navigation button on their apps, it actually increased their navigation clicks by 30%.
3.4 What else is replacing the hamburger menu?
As mobile usage grows, designers are exploring new, thumb-friendly ways to improve navigation. Here are some popular options:
Bottom Navigation Bars: Tab bars at the bottom let users quickly reach main sections like Home, Categories, Search, Cart, and Profile without extra taps. For example, Myntra uses bottom navigation so users can easily switch between categories, offers, and their shopping bag.
Gesture-Based Navigation: Swipes and edge gestures replace buttons, making navigation easier with natural thumb movements. For example, on many Android phones like the OnePlus or Pixel, users can swipe up to go home or swipe from the sides to go back—no buttons needed.
Floating Action Buttons (FABs): FABs provide quick shortcuts to main actions like creating new orders or searching, without extra menus. For example, SonyLiv uses a floating button to let users jump straight to the “Trending Movie” section—helping them watch ongoing matches or shows instantly without digging through the menu.
4. What to Put in the Bottom Navigation?
Your bottom navigation bar should include the most important and frequently used actions. Here are some key elements to consider:
- Categories: Let users quickly explore product categories. It helps them start browsing right away without needing to dig through menus.
- Offers: Highlight ongoing sales, discounts, or special deals. Placing offers in the bottom nav makes them more visible and encourages quicker action.
- Cart: A direct link to the shopping cart ensures users can review and complete their purchase without having to scroll or search.
- Account/Profile: Give users quick access to their account details, order history, and support. It builds trust and helps with post-purchase engagement.
- Search: A visible search option lets users find exactly what they want, fast. This is especially helpful for returning users or those with specific needs.
These elements make navigation easier, reduce friction, and improve the overall user experience on mobile websites.
We’ve experimented with bottom navigation across multiple client websites, especially in the D2C space, and consistently seen strong results.
By placing key actions like categories, offers, cart, and profile access in a sticky bottom bar, we’ve made navigation faster and more intuitive—leading to smoother browsing and quicker decision-making.
In fact, in several cases, this small UX shift has delivered over a 20% lift in click-through rates (CTRs), proving that thoughtful navigation design can directly impact business outcomes.
5. Where Is Bottom Navigation Working Really Well?
Let’s take a closer look at some well-known brands that have moved away from the traditional hamburger menu and embraced more modern, user-friendly navigation styles to improve the mobile experience.
- Zomato (India): The food delivery giant uses bottom navigation for quick access to Home, Search, Orders, and Profile. It’s intuitive and thumb-friendly.
- Swiggy (India): Similar to Zomato, Swiggy’s mobile site and app both use a clear bottom nav for faster access and better engagement.
- Instagram: One of the most iconic apps that uses a bottom tab bar to drive engagement across Home, Search, Reels, and Profile.
- YouTube: Has a highly effective bottom bar that lets users move quickly between Home, Shorts, Subscriptions, Library, and Create.
- Amazon India (Mobile Site): Amazon has slowly shifted key categories like Home, Deals, and Cart to the bottom on mobile browsers—making one-handed shopping easier.
- Flipkart (India): Flipkart’s app has a bottom tab bar for Home, Categories, Offers, and Cart—designed to help users shop faster with fewer taps.
6. Case Study: Why Apple and Audible Moved Away from Hamburger Menus?
Back in 2014, during Apple’s WWDC (Worldwide Developers Conference), their design team shared a strong message: hamburger menus make navigation harder.
The more apps behave as we expect them to, the more intuitive they are to us. The more intuitive apps are for us, the easier it is for us to focus on our real goals.
Moreover, at WWDC 2014, Apple’s Mike Stern said that think about getting exciting news on a call and needing to write down a phone number quickly. You grab a pen and paper without thinking—because it’s intuitive.
That’s how good app design should feel. Easy, natural, and distraction-free. When navigation is simple—like a bottom tab bar—users stay focused on their goal. They don’t have to think too much or search around. That’s why intuitive navigation matters.
Since hamburger menus hide options, users can easily feel lost. This goes against basic user experience rules. Tab bars made it easier for users to discover new features and move around the app. This led to higher engagement and a better experience overall.
7. Conclusion
The hamburger menu may not be dead but it’s definitely not popular now. It helped us transition into mobile, but the time has come for something better—something thumb-first, visible, and user-friendly.
For today’s mobile users, less friction means more engagement.
If you’re designing for the modern web or app, think twice before you default to the hamburger. Your users—and your conversions—will thank you.
Where Did You First See the ☰ ?
Let us know in the comments below.
If you’d like to discuss how we can assist with navigation and optimize your marketing strategies, we’re happy to set up a consultation call. Feel free to reach out to us at alibha@daiom.in.
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