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.

🐞 Login Bug Fix

A bug was found in production and needed to be fixed quickly. Read the full Login Bug Fix use case here.

🌱 Cultivating Design Systems

Update the out-of-date design system and bolster component documentation. Read the full Cultivating Design Systems use case here.

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 and Impact

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 50,000 Businesses Started: The platform has directly facilitated the creation of more than 50,000 businesses in New Jersey, empowering entrepreneurs to achieve their goals.
  • $167.7M 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.
  • 14% 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.

Resource: Business.NJ.gov Marks Five Years of Helping New Jerseyans Start Businesses Faster

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.