MyPlate.gov

USDA’s Consumer Facing Website, Re-Imagined

BRAND DEVELOPMENT | UX/UI DESIGN | WEB DESIGN & DEVELOPMENT | RESEARCH | DISCOVERY WORKSHOP

Objective

The USDA was seeking to significantly elevate a user’s experience during a visit to their MyPlate.gov site. To achieve this, the goal was to improve the overall design, increase areas for engagement, expand features, improve use-case coverage and redesign the information architecture for better site navigation. The latter was especially challenging, given the size of the USDA’s content catalog on healthy eating. In addition, Urban Emu was tasked with maximizing site accessibility, ensuring it was 508 compliant.

Approach

Urban Emu collaborated with key stakeholders to clearly identify user problems using root-cause analysis, and then identified new opportunities to minimize issues, and in most cases, completely correct them.

Our team worked with the client to conceptualize new experiences and features that would be valuable to their target audience.

The Outcome

The new website was created by capitalizing on modern technology and design conventions to allow for an organic browsing experience. The Urban Emu design team used contemporary techniques in applying typography, imagery, color, and space to breathe new life into the pages and features of the site. Each section of the site was carefully designed to ensure that the intent of the content was represented accurately, down to the most nuanced detail.

The next-generation MyPlate.gov website included a new Drupal 8 infrastructure, created to maximize administrative capabilities and site performance. The website was developed in compliance with 508 guidelines, is fully responsive, and supports all major browsers.

Design

The website was designed with a completely new approach, capitalizing on modern technology and design conventions which allow for a more organic browsing experience. The Urban Emu design team used the latest techniques in applying typography, imagery, color, and space to bring a new life to the pages and features of the site. Each section of the site was carefully designed to ensure that the intent for the content was represented effectively, down to the smallest and most nuanced details.

MyPlate Quiz

An interactive questionnaire that measures the user’s knowledge of healthy eating habits against their current eating habits. Upon completion, the user is provided with personalized recommendations to improve their eating habits and additional educational content. The user also receives a results code that they can sync with the Start Simple with MyPlate app (iOS/Android) to help them set better goals.

MyPlate Kitchen

As a core engagement vehicle for the website, the MyPlate Kitchen section was given special attention to ensure it was easy for users to find and consume content like recipes, videos, and downloadable resources.

We created a new way of saving recipes and creating cookbooks, which helped make the behavior and experience of these functions match conventions users were accustomed to when interacting with other digital resources.

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Contract Number: 47QTCA20D003Z