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Case Study

New York City Economic Development Corporation

Brand positioning, digital strategy, portal development, user experience
New York City Economic Development Corporation

Polishing the Big Apple's image as a robust environment for businesses to flourish.

The Challenge

  • Develop a web strategy to communicate the city's brand promise and to attract new business and investments.
  • Completely revamp the brand and transaction website—from conceptualization and design to construction and deployment.
  • Create an information-rich, interactive online presence that engages prospects, provides easy access to business planning information, and ensures that content owners can update information quickly and easily.
Polishing the Big Apple's image as a robust environment for businesses to flourish.

The Interakt Solution

A strategic foundation for communicating the brand

A strategic foundation for communicating the brand

Interakt developed a comprehensive web strategy and pioneered a business solution—a branding and positioning initiative that leveraged our digital marketing insight, our creativity, and our user experience and technology expertise. A totally redesigned portal with iconic imagery and dynamic text more clearly articulated the brand promise and value proposition.

Interactivity with purpose

An interactive map—one of the site's most popular features—enables users to locate and get information about current projects and incentive programs across the five boroughs. It includes intuitive features such as zoom-in, panning, and print functionality, and a customized administrative module allows NYCEDC to easily add or remove elements featured on the map.

Interactivity with purpose

User-focused architecture, tailor-fit technology

The restructured information architecture emphasized easy navigation, clear terminology, advanced search capabilities, and multiple calls to action. A customized CMS and transactional support enabled site administrators to manage content easily across all sections.

User-focused architecture, tailor-fit technology

Center stage. The inside story.

To gain buy-in and support from all of NYCEDC's thousands of stakeholders from elected officials to front-line staff, Interakt used our signature storytelling approach—a contextually relevant Broadway musical theme to the tune of New York, New York—to create a highly effective internal communication and rollout campaign.

Center stage. The inside story

The Results

  • Low- and high-fidelity prototype testing ensured a bug-free launch.
  • Users consistently rate the site "Very Good" in terms of navigation, content, functionality, design, and interactivity.
  • Tracking showed an immediate spike and sustained increase in visits and duration of browsing.
  • Informal evaluations confirmed improved user satisfaction and increased productivity.

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