Heatmap and A/B Testing Pratt News Website

A September Launch with Enhanced User Experience and Engagement. The new website showcases a complete overhaul, integrating information, navigation, and interactive elements such as Articles, Daily Hub, and Prattfolio. Our team meticulously evaluated headers, keywords, tags, and layout to optimize user experience and engagement, exemplifying our dedication to enhancing website performance.


A data set will be provided from Google Analytics along with heatmaps and recordings from Hotjar for the newly redesigned Pratt News website. I worked in groups to analyze the data and report my findings and recommendations related to our research questions.

Based on 4 findings and 4 recommentations, I proposed an A/B testing experiment plan including: Goal, Hypothesis, Test Description including a mock-up of proposed alternatives, and evaluation metrics.


Research, Discovery,
UX Strategy and A/B Testing

Time Period

Sept 20th - Oct 2nd, 2021


UX Research and Strategy
Google Analytics
Google Data Studio


The research stage leveraged Google Analytics and Google Analytics to gain insights into user pathways and flow using diverse metrics. It is structured into three distinct reporting sections for Pratt News website content. Each segment hones in on different dimensions: the site's overall reach, comprehensive engagement, and detailed content and layout insights. Dates and data sources can be tailored to suit individual goals. The page filter allows users to refine the timeframe, user type, and devices for analysis. The metrics include percentage changes, indicating shifts from the previous period within the chosen date range.

Overall General Data

User Type
Devices Category

Page Performance

Landing page
Avg. Duration on Page Bounce Rate
% Exit

User Flow

Page Path Level
Number of Users
Session Duration
Unique Page Views

Finding 1

Opportunity to Reduce Redundancy

Users exhibited a strong preference for the "filter by school" or "filter by topic" tools positioned above the page's average fold, with the filtering tool receiving notably higher clicks than the tags located beneath images; furthermore, the Article landing page heatmaps indicated that 89.9% of users engage with at least two articles before initiating scrolling.


Remove Article Tags under Posts /Contextual Text

By removing tags, as well as contextual text from articles, we can optimize space on the Article page, ensuring that only the most relevant and essential content is prominently showcased.