Problem Statement:

The NYC Business portal serves tens of thousands of users monthly, yet many struggled with its complexity. Initial complaints from business owners revealed that:

1. Outdated Design: The interface appeared dated compared to competitors, with inconsistent UI patterns and lack of visual hierarchy.
2. Clarity Barrier: Content was too jargon heavy or unclear, especially for non-native English speakers.
3. Complex Navigation: Payments were often confusing, with users unsure of amounts, deadlines, or next steps.
4. Hidden Essentials: Business documentation (permits, licenses) was buried behind un-intuitive navigation.

Goals & Predictions:

By simplifying content, streamlining payments, and improving navigation, we reduced friction and improved task success. The result: clearer comprehension, fewer drop-offs, and faster access to key documents—delivering a more inclusive experience for NYC’s business users.

• Improve Content Comprehension for ESL and Accessibility-Challenged Users
  
  • Objective: Increase task comprehension and confidence among ESL users and those with accessibility needs.Strategy:
    
    • Rewrote content using plain language and simplified legal/business terminology (Flesch-Kincaid Grade 6 reading level & Hemingway Platform).
    • Implemented multilingual support with toggle options for top 10 spoken languages in NYC (e.g., Spanish, Mandarin, Bengali).
    • Added tooltips and contextual help for complex terms and forms.‍
  • Behavioral Driver: Clear, accessible language reduces interpretation ambiguity, enabling faster decision-making and lowering anxiety around completing complex forms.

• Reduce Drop-Offs in the Payments Workflow
  
  • Objective: Reduce payment-related task abandonment by 25% through guided and transparent flow improvements.Strategy:
    
    • Mapped the existing end-to-end payment experience to pinpoint friction and abandonment zones.
    • Introduced a step-by-step payment wizard with clear visual progress indicators.
    • Provided inline explanations for business-specific payment types (e.g., health permits vs. vendor licenses).
    • Clarified due dates, payment types, and total fees owed using bold hierarchy and iconography.
  • Behavioral Driver: Breaking the process into digestible steps with clarity reduces decision fatigue, helping users feel confident and in control, which leads to higher task completion rates.