Homepage Hero Optimization
Led research and user testing for a government website homepage redesign, contributing to improved clarity and usability of the hero section.
Contributions: UX Research, Content & UX Design (Homepage Hero)
Date: 2025
People: UX team, development team, & internal stakeholders
Problem
The original homepage hero section utilized a carousel, which lacked accessibility and was very underutilized according to Google Analytics.
Market Research
We started with analyzing the websites of other state environmental agencies, finding that most states generally used one of three patterns: search bar, announcements, or tasks.
Mockups for In-Person Preference Testing
We developed some mockups to use in a live preference test that would take place at the agency's annual trade fair, which attracts thousands each year.
To keep the focus on what task to include in the hero, we used the original background image/design, keeping the messaging and imagery as neutral as possible.
This task option box provides quick links to top actions on the site.
A search allows users to type in what they are searching for.
This option features an agency announcement or achievement.
One option uses the recently released Permit Search Portal, a commonly used feature on the site. Although this was not used by other states, internal stakeholders wanted to see if this resonated with users in preference testing since it's a commonly used function on the website.
Test Results
We conducted a live preference test with 30+ trade fair attendees, which included both members of the regulated community and members of the public (the two main user groups of the site).
The task list was preferred; many test participants stated they felt this one would be the most useful and applicable to site visitors.
Solution
Using site analytics, we recommended six top tasks to include in the hero along with with an updated UI and content recommendations.
We presented the mockup options to internal stakeholders with varying messaging (see two are below).
Although we recommended updating the background photo, we presented alternative options that used the original background photo, requested by internal stakeholders.
Final Mockup
Due to time and project scope constraints, internal stakeholders requested to keep the original background image and not include a mission statement and About page link since doing so would require the About page to be redesigned as well.
End Result
The final design utilizes the top tasks we recommended, drastically improving usability by including clear, relevant options for users to choose from based on data.
Impact
Increased usage of the hero section by site visitors
Improved user experience for both new and returning visitors
Increased satisfaction for users who visit the homepage
Recommended Next Steps
Further improve the messaging and aesthetics of the homepage hero section
Conduct additional preference testing for messaging and aesthetics
Analyze analytics going forward on a regular basis to see patterns and update accordingly