Website redesign and brand refresh for New York City Economic Development Corporation.

About The Project

New York City Economic Development Corporation is a non-profit corporation dedicated to the creation of a dynamic, equitable, and sustainable urban economy. NYCEDC new website furthers their mission by focusing on registration of vendors and relevant businesses, distribution of RFPs and collection of proposal, promotion of available jobs and intake of candidates, promotions of projects, assets, initiatives, programs, services, and incentives, as well as direct and indirect contact with key audience (vendors & businesses, entrepreneurs & investors, public, and press)






Design Lead: Ricky Blake

UX Designer: Viviana Flores

Product Manager: Zach Gad

Experience Strategist: Julie Xie

QA: Jeneveve Salvador

Technical Director: Abhi Gupta

The Current Site and Its Problems

There are so many problems existing on the current NYCEDC site.

- Template inconsistencies: Inconsistent use and placement of tools for pathing/storytelling/resources

- Updating: There is an overwhelming amount of info that is duplicative and not hierarchical.

- Navigation: Navigation is inconsistent and unclear relationships between details pages and their parents. Breadcrumb navigation and Subnav both are irreflective of user's place on site and movement across site - not communicative, not orienting or grounding. Subnav impedes wayfinding.

- Lack of Compelling Visual: Imagery, typography, layout, and UI elements are outdated. Animations are not interesting enough to keep users excited and reinforce the overall interface.

Shown below is screengrab of current navigation showing Breadcrumb navigation and Subnav both are irreflective of user's place on site.

Another example of subnav not reflecting correct subnav sections.

The Overall Solutions

Client wants their users to self select, and in order for that to happen, information architecture and tagging structure have to be clear and correct. Context should be provided easily to understand language. Storytelling, compelling visual, and hierarchy in typography also need to be incorporated.


Navigation is made simpler both for user usability and information hierarchy.

From Wireframes to Design

Iterated designs collaboratively with the team to produce best design solutions.

Understanding Technical Limitations

Leveraging Drupal 8 in standard format, it is important to keep in mind what kind of animations and functionities can be supported. Prototypes are then created to show micro interactions as well as how users would complete certain tasks. About 20 prototypes were created for this project.

A Seamless Experience

Flexible modules and page templates are created to accommodate a variety of content types and branding customizations, and are accessible across devices, screen sizes, and capabilities.

Icons and Typography

Clean and simple icons. San-serif font is used throughout to reflect the overall look and feel.