Scaling Performance
Northrop Grumman | 2022-Present
How behavioral data, systematic UX improvements, and scalable governance transformed a fragmented enterprise website into a continuously optimized asset.
81.5%
Reduction in rage clicks
On high-value program pages
71.4%
Reduction in dead clicks
Friction removed, intent clarified
36.6%
Decrease in bounce rate
Higher-value pages, longer stays
50%
Increase in site traffic
Within months of optimization
The challenge
At enterprise scale, the challenge is often maintaining performance across an evolving system. Northrop Grumman's website had grown organically: content structured around internal divisions rather than user needs, inconsistent UX patterns across high-value pages, and no systematic way to identify or act on friction.
For flagship program pages like IBCS (Integrated Battle Command System) this created measurable risk. High bounce rates, dead clicks, and fragmented messaging on pages tied directly to brand credibility and program visibility.
What I did
Three shifts that compounded.
01: data-informed optimization model
Shifted from reactive, request-based updates to a continuous behavior-driven optimization cycle. Implemented GA4, Crazy Egg, Similarweb, and SiteImprove to identify where users were struggling — rage clicks, dead clicks, drop-off patterns — and translate those signals into specific, testable UX and content changes.
The goal was to make optimization systematic rather than subjective. Every change tied to a behavioral data point. Every improvement measurable.
Result: Optimization became a continuous discipline with a feedback loop — not a one-time project or a reactive fix.
02: scalable UX and content patterns
Moved from one-off page fixes to repeatable design systems: standardized component usage, consistent content structures for complex technical topics, and layouts that support both executive scanning and deep technical exploration.
Shifted site architecture from sector-based to customer-focused thereby improving usability, content findability, and overall engagement by 40%.
Result: Teams could scale improvements without reinventing the approach for every program page.
03: that enables decentralized publishing
Built standards that balance autonomy with consistency across a large, decentralized publishing environment. Content and UX guidelines established across divisions. Workflows designed to align stakeholders without slowing production. AI-assisted tagging and metadata processes introduced to improve discoverability and reduce manual effort.
Result: A decentralized environment became coordinated without becoming rigid — teams publishing with greater confidence and fewer errors.
Case in focus
IBCS — a high-risk page, transformed.
The Integrated Battle Command System page was one of the most visible and most broken pages in the enterprise ecosystem. It became the test case and the model.
High bounce rates, dead clicks, and fragmented messaging on pages tied directly to brand credibility.