Improving UX through Data

Visitors to the Integrated Battle Command System (IBCS) landing page showed signs of frustration and disengagement. Rage clicks, scattered interactions, and navigation issues, pointing to both technical bugs and design misalignment.

Identifying Pain Points

• Conducted detailed heatmap and click-path analysis to uncover user frustrations and engagement drop-offs.

• Discovered a bug where pausing the video banner hid key controls and contextual information.

Agile Collaboration

• Partnered with developers in an agile environment to resolve the video bug.

• Replaced the problematic video with a static image, which completely eliminated rage clicks and improved content visibility.

Redesigning for Engagement

• Analysis revealed visitors disengaged with stacked Rich Media Components.

• Introduced a streamlined editorial layout with concise text and a single, prominent CTA.

• The revised layout increased time on page and improved user focus, generating more clicks concentrated on the CTA.