MyPlate Digital Tools

USDA’s MyPlate program translates the complex Dietary Guidelines for Americans into practical and actionable healthy eating guidance for all while acknowledging the myriad differences in the American public. In support of MyPlate’s consumer education campaign, Urban Emu partnered with USDA–CNPP to reimagine MyPlate’s communications hub, MyPlate.gov, while devising new engagement and application experiences to bring awareness around the needs and benefits of healthy eating.

A Suite of Tools to Simplify Healthy Eating

We started with intensive strategy sessions to understand how modern consumers interact with nutrition information. This insight informed a total overhaul of the site’s architecture, featuring an intuitive navigation framework that made finding recipes and healthy eating tips easy.

Urban Emu:

• Migrated the site to a Drupal CMS to seamlessly integrate MyPlate’s tools
• Built a NEW healthy eating quiz to personalize the user experience
• Launched the Start Simple app to help users set and achieve healthy eating goals
• Launched the Shop Simple tool to help users find budget-friendly foods
• Allowed users to build their digital recipe books

Results

• 60 million annual page views on MyPlate.gov
• 80% conversion rate on the MyPlate Quiz
• 1.6 million annual interactions with the Shop Simple tool
• 33,000 annual recommendations on the Start Simple app