D A T A -I N F O R M E D D E S I G N

Listening Closely

The best digital experiences start with listening carefully to users, understanding what they need—and what’s getting in their way. At Northrop Grumman, I relied on real user insights to transform complex, technical web pages into content visitors actually wanted to engage with.

Solving User Frustration

Visitors to the Integrated Battle Command System (IBCS) landing page were frustrated—clicking repeatedly, not finding what they needed, and quickly leaving the page. Through detailed analytics and heatmap analysis, I pinpointed exactly where and why they struggled: a hidden bug in the video player and an overly complicated layout.

Taking Action with Agile Collaboration

Working closely with developers in an agile environment, we quickly replaced the problematic video with a clear, static image. We simplified the page layout to highlight a single clear call-to-action, reducing distractions and focusing user attention exactly where it mattered.

Results Driven by Data

  • 81.5% fewer rage clicks

  • 71.4% drop in dead clicks

  • 36.6% lower bounce rates

By genuinely listening to user feedback and data, we turned frustrating web interactions into smooth, engaging experiences—creating digital conversations visitors actually enjoyed having.

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Website Strategy

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Project Management