D A T A - I N F O R M E D D E S I G N
Listening Closely
The best conversations start with listening and learning—digital experiences are no different.
REDUCING FRUSTRATION
At Northrop Grumman, I rely on multi-channel insights to transform complex, technical web pages into content visitors actually want to engage with.
Outcomes
Visitors to the Integrated Battle Command System 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.
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.
By listening and leveraging data, we turned frustrating interactions into engaging experiences.
81.5% fewer rage clicks
71.4% drop in dead clicks
36.6% lower bounce rates