WE NYC
WE NYC is a digital platform created by the NYC Department of Small Business Services to help women entrepreneurs access business education, funding, legal assistance, mentorship, and networking opportunities. In its first five years, nearly 17,000 women entrepreneurs received assistance through the platform. It has since become a model for economic development initiatives across the country.
As Senior Visual Designer at Blenderbox, this project involved translating the desktop experience into a fully realized mobile design, participating in client feedback sessions, and making design decisions that ensured the platform felt as welcoming and accessible on a phone as it did on a larger screen. This was the era of Photoshop, before Figma and Sketch, which meant every screen required careful, deliberate craft.
Project Scope:
— Mobile UX + Visual Design
— Design System Components
— Client Collaboration + Feedback Integration
— Community Event Production
The Team:
— Amy White Eyes Doermann: Senior Visual Designer, Workshop Producer
— Blenderbox: Creative Direction, Development
— NYC Department of Small Business Services: Client
Awards
— Anthem Awards / Silver / Diversity, Equity + Inclusion
— Anthem Community Voice Awards / Finalist / Diversity, Equity + Inclusion
— W3 Awards / Gold / Diversity, Equity + Inclusion
— W3 Awards / Gold / Local Government
— Web Excellence Award / Diversity + Inclusion
— Web Excellence Award / Government
Design is community: honoring the storytellers
During this project, an in-office workshop was conceived and produced to bring WE NYC participants into Blenderbox's Brooklyn studio. The entrepreneurs gathered for a catered lunch, a curated gift bag of WE NYC branded merchandise, and a dedicated space to share their stories. It was an early expression of what would become the foundation of Soft Skills’ methodology: that the most important work happens when people feel genuinely seen and celebrated.
“It takes a long time to feel comfortable with your business. I felt very lonely and isolated as a woman entrepreneur and I was afraid to ask questions. What’s so great about WE NYC is being able to ask questions in a safe space with other women entrepreneurs.”
Precious L. Williams
Owner, Perfect Pitches by Precious
