Supporting Business.NJ.gov
My Work
Below are a few examples of my work as Senior Product Designer and Design System Team Lead for Business.NJ.gov.
Standardizing the business profile to support personalization and scale.
Research-driven improvements to surface key actions on the dashboard.
Fixing the out-of-date design system and bolstering documentation.
Improve brand alignment and drive user engagement.
A bug was found in production and needed to be fixed quickly.
Creating processes to support a mature and growing design team.
Project Overview
Business.NJ.gov is a website designed to streamline the processes involved in starting, operating, and growing businesses in New Jersey. Launched in 2020, the site serves as the state’s one-stop shop for entrepreneurs, offering a wealth of resources, tools, and personalized guidance to support businesses of all sizes and industries. Its core mission is to simplify the often-complex bureaucratic processes involved in business formation and operation, saving entrepreneurs time and reducing barriers to success.
Key Features
- Step-by-Step Starter Kits: Customized toolkits for more than 60 business types, guiding entrepreneurs through every stage of formation, including legal requirements, licensing, and financing options.
- Live-Chat Feature: A popular live-chat tool that provides real-time assistance to users, making it easier to get help when needed.
- Interactive Features: Tax and permit renewal reminders, a funding eligibility wizard, and resources for business planning, contracting, exporting, and more.
- Personalized Experience: A highly intuitive, user-centered design that adapts to the unique needs of each user, ensuring an easy and quick navigation experience.
Results
Since its launch in 2020, Business.NJ.gov has made a profound impact on the state’s entrepreneurial ecosystem:
- 30% Less Time to Start: Entrepreneurs now start their businesses faster, with a significant reduction in time to launch due to the streamlined processes and intuitive design.
- Over 65,000 Businesses Started: The platform has directly facilitated the creation of more than 65,000 businesses in New Jersey, empowering entrepreneurs to achieve their goals.
- $168M Additional Earnings: Entrepreneurs using the platform report faster times to market, resulting in an estimated $167.7M in additional earnings for businesses across the state.
- 15% of New Jersey’s Business Formations: Business.NJ.gov now accounts for 14% of all new business formations in New Jersey, cementing its role as a critical resource for entrepreneurs.
Resources: Impact Report 2025
Impact
Those who used Business.NJ.gov to set up their business said:
"This is by far the easiest and best experience I’ve had working with a state government. This is not only a huge relief for me as an entrepreneur starting a new business but reflects extremely well on New Jersey making an effort to be more business-friendly."
"This road map helped me and saved me hundreds. I was going to pay another company to set up my business for me. This was easy to use and follow. Thanks to whoever came up with it and made it happen."
"I am truly thankful as a small business owner of how manageable you have made this for me. I truly believed that it was going to be so hard to register my small home business."
Resources: Impact Report 2025
Team
Business.NJ.gov is supported by a large, cross-functional SAFe Agile team of over 40 people. Roles include stakeholders, product managers, product designers, content managers, engineers, testers, and Scrum masters.
Continued support
The platform continues to evolve as part of New Jersey’s commitment to digital government modernization. The state is focused on using data-driven insights and technology to further enhance the platform, ensuring it continues to meet the needs of entrepreneurs, reduce friction, and make New Jersey an even more attractive place to start a business.