2024
Case Study
usda.org
Background
By improving information architecture and visual design; I aimed to enhance accessibility and improve the value of this critical resource for farmers, families, and the broader public.
The USDA website serves various businesses, from small restaurants to large corporations like Whole Foods. Users leverage the site for various purposes, including staying informed, completing submissions, and accessing crucial information.
While the current USDA website is functional, significant opportunities exist for improvement.
Core problem
User interviews revealed significant frustration with the current website, particularly when locating and submitting forms. Common complaints included excessive clicks, difficulty finding the right section, and confusion during the submission process. Users also requested a more modern design. Analysis showed 90% of users required 5-8 clicks to reach their goal, while 10% abandoned their search due to frustration.
Redesigning a website as expansive as this presented a significant challenge due to the existing inconsistencies, outdated design elements, and un-engaging aesthetic.
Organizing information across all sites proved challenging.
Crafting a User-Centered Approach
I proposed a comprehensive redesign. This included a new logo, a revitalized color palette, and a more open and modern layout.
Implementing an atomic design system methodologies will foster consistency across all website pages and provide a guide for future adjustments.
We exercised card sorting and pain points to arrive at a more quick and efficient navigation.
To improve site structure and user flow, we conducted a card sorting exercise.
Throughout the design iterations, we conducted user testing to optimize the design for the majority of users.
After four design iterations, A/B testing revealed a preference for a white background with darker text over a darker background with lighter text, by a 60-40 margin, optimizing for accessibility and contrast.
Restructuring the Information Architecture
The idea is to restructure the global navigation while maintain the majority of the existing inventory.
Minimize user effort: Reduce the number of clicks required to reach desired pages, streamlining the user journey and minimizing frustration.
We aimed to create a clean and uncluttered user experience. For the new organization, while still conveying all the necessary information. By grouping related sections together, we provided clarity and structure, making it easier for users to navigate and understand the different sections.
Key factors in the final design included the hero section with call-to-action, department directory location, and the placement of popular topics. User feedback consistently indicated a preference for the department directory closer to the top of the page and popular topics positioned lower down.
Enhancing Visual Design System
Implement a modern design system: Introduce a refreshed and visually appealing design system that is not only aesthetically pleasing but also enhances usability and engagement.
The refreshed U.S. Department of Agriculture website boasts a new, user-friendly interface. Key enhancements include: Enhanced Visibility, Improved Search, Streamlined Access, Enhanced Navigation.
Original website with LATCH analysis and content inventory.
Proposed design system with Atomic Design approach: typography, colors, logo, animations, cards, responsive design, button, and sample images.
Finalized desktop prototype with hero slideshow options.
Responsive design featured for mobile devices.
Results and Impact
Evaluation of user interaction with the new tabs revealed a significant decrease in user frustration. Notably, users were twice as likely to find their desired location more quickly. Additionally, 90% of users commented positively on the updated page's improved aesthetics, describing it as 'nice' and 'open.' The inclusion of a user login option for future transactions also received positive feedback.
Overall Success!