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I led research to evaluate the value of adding a social media section to the NRCS homepage. The goal was to surface Success Stories and News already shared on social media, allowing users to stay informed about updates, events, and announcements without needing to leave the website.
 I first analyzed Facebook post types, posting frequency, and engagement to understand whether a social media presence on the homepage would provide meaningful value, and whether NRCS might benefit from a dedicated social media page.|
 Next, I mapped user flows to explore how users might move between NRCS and social platforms—both from social media to the NRCS website and from NRCS back to individual posts. Based on these insights, I conducted comparative research across government and organizational websites to identify patterns and design approaches for integrating social content into a homepage experience. This informed an initial design exploration for how a social media module could appear and function on the NRCS homepage.","absoluteBoundingBox":{"x":8372.0,"y":24334.6875,"width":335.0,"height":1080.0},"isolatedAbsoluteRenderBounds":{"x":8372.5400390625,"y":24343.287109375,"width":332.5380859375,"height":1067.701171875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,14679.6875]],"size":{"x":335.0,"y":1080.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.141176477074623,"g":0.482352942228317,"b":0.627451002597809,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,28,26,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27,27],"characters":"HOMEPAGE SOCIAL MEDIA_
I led research to evaluate the value of adding a social media section to the NRCS homepage. The goal was to surface Success Stories and News already shared on social media, allowing users to stay informed about updates, events, and announcements without needing to leave the website.
\nI first analyzed Facebook post types, posting frequency, and engagement to understand whether a social media presence on the homepage would provide meaningful value, and whether NRCS might benefit from a dedicated social media page.|
\nNext, I mapped user flows to explore how users might move between NRCS and social platforms—both from social media to the NRCS website and from NRCS back to individual posts.\n\nBased on these insights, I conducted comparative research across government and organizational websites to identify patterns and design approaches for integrating social content into a homepage experience. This informed an initial design exploration for how a social media module could appear and function on the NRCS homepage.","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"Work 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DESIGN EXPORTATION_
As part of the FPAC modernization effort, we explored improvements to key NRCS content areas, including Soil Health, Programs & Initiatives, the Homepage Social Media section, and the Payment Schedule page. The goal was to better understand how farmers access conservation information and identify opportunities to make these resources easier to find and use.

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As part of the FPAC modernization effort, we explored improvements to key NRCS content areas, including Soil Health, Programs & Initiatives, the Homepage Social Media section, and the Payment Schedule page.\nThe goal was to better understand how farmers access conservation information and identify opportunities to make these resources easier to find and use.

Our research surfaced several usability challenges, including dense content, unclear distinctions between programs and initiatives, and important information buried within long pages. 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I led research to evaluate the value of adding a social media section to the NRCS homepage. The goal was to surface Success Stories and News already shared on social media, allowing users to stay informed about updates, events, and announcements without needing to leave the website.
 I first analyzed Facebook post types, posting frequency, and engagement to understand whether a social media presence on the homepage would provide meaningful value, and whether NRCS might benefit from a dedicated social media page.|
 Next, I mapped user flows to explore how users might move between NRCS and social platforms—both from social media to the NRCS website and from NRCS back to individual posts. Based on these insights, I conducted comparative research across government and organizational websites to identify patterns and design approaches for integrating social content into a homepage experience. This informed an initial design exploration for how a social media module could appear and function on the NRCS homepage.","absoluteBoundingBox":{"x":7538.0,"y":25061.90234375,"width":700.0,"height":693.0},"isolatedAbsoluteRenderBounds":{"x":7538.59423828125,"y":25071.162109375,"width":692.09033203125,"height":679.470703125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,15515.9033203125]],"size":{"x":700.0,"y":693.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.141176477074623,"g":0.482352942228317,"b":0.627451002597809,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,33,31,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30,30],"characters":"HOMEPAGE SOCIAL MEDIA_
I led research to evaluate the value of adding a social media section to the NRCS homepage. The goal was to surface Success Stories and News already shared on social media, allowing users to stay informed about updates, events, and announcements without needing to leave the website.
\nI first analyzed Facebook post types, posting frequency, and engagement to understand whether a social media presence on the homepage would provide meaningful value, and whether NRCS might benefit from a dedicated social media page.|
\nNext, I mapped user flows to explore how users might move between NRCS and social platforms—both from social media to the NRCS website and from NRCS back to individual posts.\n\nBased on these insights, I conducted comparative research across government and organizational websites to identify patterns and design approaches for integrating social content into a homepage experience. 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ITERATION_ While the redesigned homepage improved discoverability, post-launch evaluation revealed opportunities to further strengthen visual hierarchy and surface high-priority actions more prominently. 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The platforms supported multiple agencies, complex policy documentation, and diverse user groups — from producers and farmer to internal program specialists. As new features and content types were introduced, interaction patterns began evolving independently.\n\nThis created a natural inflection point:\nDocument-heavy experiences required stronger hierarchy and structure\nInteraction patterns varied across platforms\nAccessibility needed to be consistently embedded across implementations\nDuplicating content with no shared structure or workflow between each agencies\n\n“The website is difficult to use. There’s too much jargon and not enough plain language for new farmers.”\n— Sustainable farmer, Wisconsin (FSA Website Interview, 2023)
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Our initial content inventory revealed tens of thousands of pages across each site, highlighting the scale and complexity of the content ecosystem. We audited the inventory to identify duplicate and overlapping content, and routed unclear items to subject matter experts for review.
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I led research to evaluate the value of adding a social media section to the NRCS homepage. The goal was to surface Success Stories and News already shared on social media, allowing users to stay informed about updates, events, and announcements without needing to leave the website.
 I first analyzed Facebook post types, posting frequency, and engagement to understand whether a social media presence on the homepage would provide meaningful value, and whether NRCS might benefit from a dedicated social media page.|
 Next, I mapped user flows to explore how users might move between NRCS and social platforms—both from social media to the NRCS website and from NRCS back to individual posts. Based on these insights, I conducted comparative research across government and organizational websites to identify patterns and design approaches for integrating social content into a homepage experience. This informed an initial design exploration for how a social media module could appear and function on the NRCS homepage.","absoluteBoundingBox":{"x":6194.0,"y":23231.72265625,"width":1180.0,"height":576.0},"isolatedAbsoluteRenderBounds":{"x":6194.744140625,"y":23241.642578125,"width":1173.939453125,"height":561.240234375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,13638.7216796875]],"size":{"x":1180.0,"y":576.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.141176477074623,"g":0.482352942228317,"b":0.627451002597809,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,29,27,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26,26],"characters":"HOMEPAGE SOCIAL MEDIA_
I led research to evaluate the value of adding a social media section to the NRCS homepage. The goal was to surface Success Stories and News already shared on social media, allowing users to stay informed about updates, events, and announcements without needing to leave the website.
\nI first analyzed Facebook post types, posting frequency, and engagement to understand whether a social media presence on the homepage would provide meaningful value, and whether NRCS might benefit from a dedicated social media page.|
\nNext, I mapped user flows to explore how users might move between NRCS and social platforms—both from social media to the NRCS website and from NRCS back to individual posts.\n\nBased on these insights, I conducted comparative research across government and organizational websites to identify patterns and design approaches for integrating social content into a homepage experience. 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