NYTIAH CALLOWAY
sba.gov
U.S. Small Business Administration
Department
Digital Services
Transforming complex government resources into clear, accessible digital experiences.
UX STRATEGY & INFORMATION ARCHITECTURE
As design lead on a user-centered redesign of SBA.gov, I led research, experience design and design strategy across a multidisciplinary team. Our work focused on making complex government information easier to find, understand and navigate—particularly as small business owners sought critical resources during the COVID-19 pandemic.
challenge
Small business owners struggled to navigate 300+ pages of content.
solution
User research and testing informed a simplified IA and navigation.
results
Reduced 300+ pages to 30, creating clearer paths to critical resources.
RESTRUCTURING THE SITE
By identifying redundant and outdated content, we dramatically reduced the number of pages and navigation steps required to reach key resources.
COVID-19 RESPONSE & VISUAL DESIGN
During the pandemic, I led the art direction and design execution for visual communications explaining SBA loan types and relief programs. The iconography created a consistent visual language for complex financial information and became a standard approach for representing SBA programs.
The work reached audiences nationally, including an appearance in National CBS News coverage.
SOCIAL & DIGITAL ENGAGEMENT
I developed a social media strategy informed by competitive analysis and stakeholder interviews, then translated the strategy into custom graphics and animations across SBA channels.
HUMAN-CENTERED RESEARCH
I led UX and human-centered design research with designers and content strategists to understand the needs of small business owners navigating disasters and the lasting economic effects of COVID-19.
The findings informed the content strategy and experience design for SBA.gov's Recovery Hub, bringing recovery programs and resources into a more cohesive customer experience.
