Data-Informed Design
Turning Frustration into Flow
The best digital experiences begin the same way as the best conversations—with careful listening. And in the digital space, listening often means reading between the clicks.
Listening Closely
At Northrop Grumman, one of our top-priority product pages—the Integrated Battle Command System (IBCS)—wasn’t performing. Bounce rates were high. Users were clicking furiously, not finding what they needed, and abandoning the page.
This wasn’t just a UX issue—
it was a reputational risk for a high-visibility product with key stakeholders across defense, engineering, and public affairs.
Problems
Drawing on multi-channel behavioral insights—including GA4, Crazy Egg heatmaps, and user testing—I conducted a user behavior audit. The data had a story to share:
A critical video player bug was causing users to rage click and abandon the page
The layout overwhelmed users with technical jargon and too many CTAs
Important content was buried in a wall of text without clear visual hierarchy
Solutions
In an agile environment, I partnered closely with developers, engineers, and corporate communications to rapidly prototype solutions. We:
Replaced the broken video with a static visual + caption, improving accessibility and clarity
Streamlined the layout to emphasize one clear call to action
Reorganized technical content using accordion menus and scannable headings
Aligned the voice and visual style with our overarching brand framework
Outcomes
81.5% reduction in rage clicks
71.4% drop in dead clicks
36.6% lower bounce rate
Model now used as a template for future high-value landing pages
What began as a reactive fix became a proactive framework for continuous optimization—anchoring our approach to data-informed storytelling and agile collaboration. Because in high-stakes digital environments, clarity isn’t optional—it’s mission critical.
