Agbioscience in Action
Abstract
Field Atlas, an initiative of AgriNovus Indiana, connects students with agbioscience career opportunities across the state. I led the redesign of their website to modernize the brand, improve mobile usability, and empower their team with a scalable content management system. The new design embraced an “Atlas” concept—turning the site into a roadmap for career exploration—while introducing features like updated Ambassador profiles, usability-tested navigation, and expanded educator resources.
Brand Design
Web Design
The challenge
AgriNovus Indiana, a workforce development nonprofit focused on the state’s agbioscience sector, needed to make Field Atlas more accessible, relevant, and engaging for its two primary audiences: students exploring careers and educators guiding them. The existing custom-coded site was difficult to update, lacked a mobile-first navigation, and did not effectively showcase key programs like the Field Atlas Ambassadors. Our challenge was to deliver a refreshed, intuitive experience that encouraged exploration, built personal connections, and supported the organization’s recruitment goals.
research
We began with stakeholder interviews, audience segmentation, and a content audit to identify the core needs of:
- Students – Seeking a fun, approachable way to explore careers and connect with opportunities in Indiana’s agbiosciences.
- Educators – Looking for easy-to-access teaching resources and industry connections.
- Industry Partners – Wanting to highlight real-world pathways into the sector.
Key insights included:
- Students respond well to exploratory, interactive design metaphors—which informed the “Atlas” creative approach.
- Navigation needed to be simplified and task-based, especially for mobile users. Usability testing with a matched student cohort revealed that fewer menu options per view improved focus and reduced decision fatigue, leading to a sidebar navigation system on both mobile and desktop.
- Ambassadors play a crucial role in outreach, but personal connection drives engagement. This led to the introduction of video introductions on each Ambassador profile.
Strategy
- Platform Migration – Rebuilt the site in WordPress to allow AgriNovus staff to make timely updates without developer intervention.
- Atlas-Themed Visual Exploration – Developed a creative brand refresh using winding paths, sticker-like icons, and updated copy to position the site as a roadmap to career success in Indiana’s agbiosciences.
- Navigation Overhaul – Implemented sidebar navigation tested with student users, reducing cognitive load and making key tasks easier to complete.
- Ambassador Spotlight – Redesigned the Ambassadors page with embedded video introductions, strengthening the personal connection between college students and their campus representatives.
- Resource Expansion – Built a centralized, easy-to-browse hub for educator resources and revamped the “About Us” section with a stronger storytelling approach.
Analysis
Results
- Improved Engagement – Updated Ambassador profiles encouraged more student-initiated outreach.
- Mobile-First Navigation – Sidebar menu system improved task completion rates in usability testing and enhanced discoverability of key content.
- Content Management Efficiency – WordPress migration allowed internal teams to update pages without developer support, improving responsiveness to events and opportunities.
- Brand Relevance – The “Atlas” creative concept made the platform more engaging, fun, and navigable for students exploring Indiana agbioscience careers.
Personal takeaways
- Design metaphors can guide UX – The “Atlas” concept not only elevated the visual style but also reinforced the site’s purpose as a career exploration tool.
- Test early and often – Usability testing directly shaped navigation design and improved overall site flow.
- Human connection drives action – Simple, authentic video elements significantly improved the approachability of Ambassador profiles.