USDA’s Consumer Facing Website, Re-Imagined
BRAND DEVELOPMENT | UX/UI DESIGN | WEB DESIGN & DEVELOPMENT | RESEARCH | DISCOVERY WORKSHOP
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.
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 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.
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.
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.
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.
Urban Emu is an experience agency with a fast growing team of experience designers, facilitators, strategists, researchers, UX/UI designers, and software engineers that create innovative experiences to improve and transform businesses.
We love to hear about ideas big or small. Please don’t hesitate to get in touch with us regarding your project.
Stay updated on what’s new with our newsletter.
Contract Number: 47QTCA20D003Z