Challenge

The U.S. Department of Agriculture (USDA) sought to ensure that its Rural Development website effectively served users seeking Single-Family Housing Loans, regulatory resources, and state-specific program information.

Despite a comprehensive design, early user testing revealed several usability challenges. Many users self-identified as individuals or families with specific needs—often already aware of the type of loan or grant they were pursuing. However, users struggled to locate information through complex navigation structures, unclear language, and inconsistent interfaces across pages.

Confusion often arose when attempting to identify eligibility criteria or contact local representatives, and users found state-specific program information particularly difficult to access. Participants frequently reported disorientation due to shifting navigation menus and encountered dead ends or redundant pathways that eroded trust and increased task completion time.

Solution

A mixed-method usability testing approach was conducted using moderated and unmoderated tools to examine the site’s ability to support key user journeys. Based on these insights, the project team prioritized improvements grounded in user expectations and digital service design principles.

Recommendations included making the “Programs & Services” navigation menu more prominent, unifying the navigation experience across pages, and redesigning the “I am Looking for…” dropdown to include more contextually relevant options. Interactive components like maps and box modules were restructured to meet user expectations for clickability and clarity.

Additionally, clearer labeling of content such as “Program Fact Sheets” and the retention of selected state filters enhanced findability and reduced cognitive load. Emphasis was placed on restructuring how contact information was presented, especially for states with multiple regions, and offering more intuitive pathways back to the homepage or previous screens.

Results

Implementation of these changes significantly improved users’ ability to locate and act upon information. The task success rate for finding Single-Family Housing Loan eligibility information reached 80%, and users successfully located contact information 81% of the time, often using two or more distinct navigation paths. However, only 20% of users successfully found state-specific Key Programs, which reinforced the need for continued refinement in how this information is surfaced.

On average, task completion times dropped by 35% on second attempts, demonstrating improved learnability of the interface. Satisfaction scores also improved as participants cited the interactive map and visual design as helpful features, even when hindered by menu complexity.

Qualitative feedback pointed to better trust in the website’s comprehensiveness and layout. Participants appreciated having multiple avenues to reach the same destination and expressed greater confidence in navigating the site on future visits.

“The site gave me all the information I needed once I figured out where to look. The improvements made it easier to find answers without getting overwhelmed.”

—Prospective Rural Development Applicant, U.S. Department of Agriculture

Conclusion

By integrating usability feedback into its digital design process, the USDA took a meaningful step toward democratizing access to critical services for rural Americans. The findings informed a series of iterative improvements that significantly enhanced the site’s accessibility, clarity, and user flow. These efforts demonstrate the power of service design in creating inclusive government platforms that not only inform but empower users to take action confidently.