Work / New Majority Capital
New Majority Capital (NMC) helps under-represented business owners generate future wealth and build a legacy for future generations. By creating a new, easy-to-use website, I amplified NMC’s message of closing the racial and gender wealth gap through small business ownership. No matter who you are, you are invited to join us on this journey.
newmajoritycapital.com
Services:
research, strategy, site-map, hi-fidelity screens, prototype, web design, iconography
Agency:
hellogrip.com
The Goal
To drive impact, NMC provides investors returns while offering non-extractive capital for entrepreneurs to acquire businesses. The challenge was creating two websites that could be cohesive but distinct enough to know they provide two different services. One is for profit, and the other is for the nonprofit foundation. The goal was to encourage new NMC users and entrepreneurs to fill out intake forms, direct investors to invest in the Fund for impact and investment returns, and give brokers confidence in their ability to finance and close deals.
The Research
Previously, users had difficulties finding the intake form and were overwhelmed with the information divided throughout the site. To address the current user needs, we simplified the number of pages while creating straightforward navigation, utilized white space to create an inviting space so each section could be processed individually, and broke up the information with imagery and illustrations to pair with the copy to invite the user in a welcoming way.
Ultimately, we created a digital space where entrepreneurs could feel welcome and supported in their new ventures. We kept the website light and distraction-free, using light colors and line weights to ease the visual experience. The foundation website, connected to the main site yet unique in its color palette, provided users with a clear and energetic experience.