NYC Business Services User Research

A multilingual user research initiative shaping the City's digital customer experiences for NYC business owners.

Business owner using iPad in retail store

We were engaged by NYC OTI to partner with the NYC Department of Small Business Services to conduct user research with business owners operating in New York City. This research underpins the creation of MyCity Business, a new online portal for business owners to interact with City resources and services.

We conducted a total of 29 one-on-one sessions, resulting in more than 1,200+ qualitative data points. Participants were selected to represent all five boroughs and included both English and non-English speakers across varying industries and demographic groupings, including immigrants. The data was analyzed and categorized into trends. These trends served as the foundation for a final report, visual concepts, a customer journey map, and a list of technical requirements.

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NYC Mayor’s Office of Innovation and Technology (OTI)


“I am so happy that the City wants to hear from me- enough that they had someone bring an interpreter to speak with me. It means a lot. ”

Spanish-speaking Participant

2023 NYC Research

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