USDA Digital Modernization
Animal and Plant Health Inspection Services (APHIS) - USDA
Role: UX Designer
I played a pivotal role in initiating and helping lead a very large digital modernization effort for USDA-APHIS, which is still in progress.
I actively contributed to various project phases, starting with the discovery phase which involved content audits, analytics reviews, stakeholder and user interviews, survey design, and findings presentations. I also led the strategy phase with site map creation and testing, wireframes, and design reviews.
Problem
The current APHIS website’s program-based organization, inconsistent styling, unclear calls to action, overwhelming content, overly technical copy, lack of clear and consistent visuals, and lack of accessibility or mobile-friendly content make it difficult for users to navigate the site to complete high-priority tasks, such as preparing pet travel documents.
Current APHIS webpageProcess
During the website discovery phase, we worked to understand the full scope of the website and identify areas where content needs to be updated, streamlined, or removed to develop a comprehensive strategy to modernize the APHIS website and make information more accessible and targeted to users.
Analytics Report: Reviewed analytics data across the site and within site sections to understand quantitative user behavior.
Stakeholder & User Interviews: Conducted 13 semi-structured interviews across 6 different programs, as well as 5 external baseline user interviews.
Heuristic Analysis & Content Audit: Recorded qualitative observations and basic information about current site pages.
Problem
From the initial discovery activities conducted, we learned that:
The site is organized by program, not by user needs.
Users have trouble finding what they need.
Styling and component usage is inconsistent across the site.
Calls to action aren't always clear.
There's more content than users, and APHIS can keep up with.
Copy is usually dense and technical, even when it doesn't need to be.
The site is low on visuals, and existing graphs and tables are not simple to use.
Content isn't accessible or mobile-friendly
Findings Presentation ExcerptSite Map and Tree Testing
I led the creation of the new information architecture for the APHIS website and after securing buy-in from the clients was able to test the proposed site map with real users with a tree test using Optimal Workshop.
Tree Test Study Overview
63 people participated in the Tree Test and 51 participants completed it (12 joined but abandoned).
The tree test was conducted between May 24, 2021 and May. 30, 2021.
98% of participants were located in the United States.
Participants were recruited from a wide range of backgrounds.
Results
Out of all the tasks completed by participants, nearly 80% ended up with a "correct" answer.
Success rates were at a desirable range and suggest that large changes to the structure of the proposed site map would not be necessary.
64% of correct answers were chosen without the participants backtracking.
Some reasonably close answers (i.e., conceivable) were marked as incorrect, such as “Find out what APHIS does in response to a crisis outbreak of bird disease.”
APHIS Site Map (SlickPlan)Tree Test Results Presentation ExcerptWireframes
I created multiple initial wireframes for APHIS and conducted weekly design reviews with clients and internal team members to gather feedback and implement updates to iron out the content hierarchy and page layout of tricky pages before moving forward to visual design and development.
Throughout the many wireframe designs I secured approval for, I received commendations from both team members and clients alike. My strategic thinking, meticulous work output, informed presentations, and willingness to take feedback have garnered recognition. A project manager went on record to acknowledge my exceptional dedication and willingness to go above and beyond to meet the client's needs.
Program Overview Template WireframePlant Pest Information Template WireframeOngoing Efforts and Project Takeaway
I remain actively engaged in the ongoing development and content authoring of the updated website. This project was a large undertaking and I was very challenged at times dealing with the scope of content and user stories that were involved, but I am confident that my hard work will lead to a monumental improvement to the APHIS website's user experience and I am very proud of that. This project showcases my ability to take on large and ambiguous projects head-on by focusing on making incremental progress and spending the time needed upfront to truly understand an experience’s problems and opportunities.