Overview
The National Science Foundation wanted to attract more diverse, qualified applicants for their SBIR / STTR grants. I led the Discovery research and uncovered inbound funnel problems that consequently repelled qualified applicants. Moreover, potential applicants had negative perceptions about SBIR / STTR grants.
The redesigned site ( archived) repositioned the grant as “seed funding”, conveying a clearer, founder-friendly value proposition. Built with Jekyll and re-themed elements from the US Web Design System (USWDS), we provided the NSF team with modular templates that allowed them to maintain and evolve the site on their own until this day.