Web Design
Rochester Website Redesign
This project revamped Rochester’s outdated website by enhancing accessibility, simplifying navigation, and creating a clean, community-focused experience with playful visuals and intuitive flows.
Problem :
The City of Rochester’s website was over 11 years old and no longer met modern usability standards. While it contained a lot of valuable information, the experience created frustration for users:
Overwhelming content – dense, text-heavy pages made information difficult to scan.
Inefficient layouts – small images, wasted space, and cluttered menus reduced clarity.
Inconsistent design – different sections used different layouts, making navigation unpredictable.
Unclear labeling – residents struggled to find essential resources like Public Market info or SNAP benefits.
As a result, residents, visitors, and businesses often found the site confusing, time-consuming, and inaccessible.
Solution :
I redesigned the City of Rochester’s website with a focus on clarity, consistency, and accessibility. The new design simplifies navigation, reduces information overload, and presents services in a modern, approachable way.
Simplified content – Broke down dense pages into scannable sections with clear hierarchy.
Smarter layouts – Used larger imagery, white space, and card-based navigation to create a balanced, inviting interface.
Consistent structure – Applied a unified layout and style system across all sections, making navigation predictable.
Clear labeling & navigation – Introduced breadcrumbs, page titles, and intuitive menu systems to help users know where they are at all times.
Playful aesthetic – Developed a fresh color palette and geometric design language that reflects Rochester’s vibrancy while keeping readability high.
Challenge :
Redesigning a government website came with several challenges:
Balancing tone – City websites are often conservative and text-heavy, so I had to push toward a more modern, playful aesthetic without losing trust or readability.
Information overload – The original site had an overwhelming amount of content. Deciding what to simplify, restructure, or remove required careful prioritization.
Finding the right aesthetic – After multiple iterations, I struggled to land on a direction. Returning to my mood boards helped me refine the “Playful” concept that eventually shaped the final design.
Summary :
The City of Rochester’s website redesign transformed an outdated, text-heavy, and inconsistent site into a clear, organized, and engaging experience. By simplifying content, creating consistent layouts, and applying a playful geometric aesthetic, the design now better reflects Rochester’s vibrancy while remaining accessible for residents, visitors, and businesses.
Key Takeaways :
Clarity improves usability – breaking down dense information into scannable sections made the site more approachable.
Consistency builds trust – applying a unified structure and navigation gave users confidence in exploring the site.
Aesthetics matter – a colorful, geometric style created a friendlier civic experience while staying professional.
Iteration leads to breakthroughs – revisiting mood boards and design directions helped me commit to the right look and feel.
Design is balance – I learned how to push creativity while respecting the expectations of a government platform.
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Web Design
Rochester Website Redesign
This project revamped Rochester’s outdated website by enhancing accessibility, simplifying navigation, and creating a clean, community-focused experience with playful visuals and intuitive flows.
Problem :
The City of Rochester’s website was over 11 years old and no longer met modern usability standards. While it contained a lot of valuable information, the experience created frustration for users:
Overwhelming content – dense, text-heavy pages made information difficult to scan.
Inefficient layouts – small images, wasted space, and cluttered menus reduced clarity.
Inconsistent design – different sections used different layouts, making navigation unpredictable.
Unclear labeling – residents struggled to find essential resources like Public Market info or SNAP benefits.
As a result, residents, visitors, and businesses often found the site confusing, time-consuming, and inaccessible.
Solution :
I redesigned the City of Rochester’s website with a focus on clarity, consistency, and accessibility. The new design simplifies navigation, reduces information overload, and presents services in a modern, approachable way.
Simplified content – Broke down dense pages into scannable sections with clear hierarchy.
Smarter layouts – Used larger imagery, white space, and card-based navigation to create a balanced, inviting interface.
Consistent structure – Applied a unified layout and style system across all sections, making navigation predictable.
Clear labeling & navigation – Introduced breadcrumbs, page titles, and intuitive menu systems to help users know where they are at all times.
Playful aesthetic – Developed a fresh color palette and geometric design language that reflects Rochester’s vibrancy while keeping readability high.
Challenge :
Redesigning a government website came with several challenges:
Balancing tone – City websites are often conservative and text-heavy, so I had to push toward a more modern, playful aesthetic without losing trust or readability.
Information overload – The original site had an overwhelming amount of content. Deciding what to simplify, restructure, or remove required careful prioritization.
Finding the right aesthetic – After multiple iterations, I struggled to land on a direction. Returning to my mood boards helped me refine the “Playful” concept that eventually shaped the final design.
Summary :
The City of Rochester’s website redesign transformed an outdated, text-heavy, and inconsistent site into a clear, organized, and engaging experience. By simplifying content, creating consistent layouts, and applying a playful geometric aesthetic, the design now better reflects Rochester’s vibrancy while remaining accessible for residents, visitors, and businesses.
Key Takeaways :
Clarity improves usability – breaking down dense information into scannable sections made the site more approachable.
Consistency builds trust – applying a unified structure and navigation gave users confidence in exploring the site.
Aesthetics matter – a colorful, geometric style created a friendlier civic experience while staying professional.
Iteration leads to breakthroughs – revisiting mood boards and design directions helped me commit to the right look and feel.
Design is balance – I learned how to push creativity while respecting the expectations of a government platform.
More Projects
Spotlight Piece
Take a look
Web Design
Rochester Website Redesign
This project revamped Rochester’s outdated website by enhancing accessibility, simplifying navigation, and creating a clean, community-focused experience with playful visuals and intuitive flows.
Problem :
The City of Rochester’s website was over 11 years old and no longer met modern usability standards. While it contained a lot of valuable information, the experience created frustration for users:
Overwhelming content – dense, text-heavy pages made information difficult to scan.
Inefficient layouts – small images, wasted space, and cluttered menus reduced clarity.
Inconsistent design – different sections used different layouts, making navigation unpredictable.
Unclear labeling – residents struggled to find essential resources like Public Market info or SNAP benefits.
As a result, residents, visitors, and businesses often found the site confusing, time-consuming, and inaccessible.
Solution :
I redesigned the City of Rochester’s website with a focus on clarity, consistency, and accessibility. The new design simplifies navigation, reduces information overload, and presents services in a modern, approachable way.
Simplified content – Broke down dense pages into scannable sections with clear hierarchy.
Smarter layouts – Used larger imagery, white space, and card-based navigation to create a balanced, inviting interface.
Consistent structure – Applied a unified layout and style system across all sections, making navigation predictable.
Clear labeling & navigation – Introduced breadcrumbs, page titles, and intuitive menu systems to help users know where they are at all times.
Playful aesthetic – Developed a fresh color palette and geometric design language that reflects Rochester’s vibrancy while keeping readability high.
Challenge :
Redesigning a government website came with several challenges:
Balancing tone – City websites are often conservative and text-heavy, so I had to push toward a more modern, playful aesthetic without losing trust or readability.
Information overload – The original site had an overwhelming amount of content. Deciding what to simplify, restructure, or remove required careful prioritization.
Finding the right aesthetic – After multiple iterations, I struggled to land on a direction. Returning to my mood boards helped me refine the “Playful” concept that eventually shaped the final design.
Summary :
The City of Rochester’s website redesign transformed an outdated, text-heavy, and inconsistent site into a clear, organized, and engaging experience. By simplifying content, creating consistent layouts, and applying a playful geometric aesthetic, the design now better reflects Rochester’s vibrancy while remaining accessible for residents, visitors, and businesses.
Key Takeaways :
Clarity improves usability – breaking down dense information into scannable sections made the site more approachable.
Consistency builds trust – applying a unified structure and navigation gave users confidence in exploring the site.
Aesthetics matter – a colorful, geometric style created a friendlier civic experience while staying professional.
Iteration leads to breakthroughs – revisiting mood boards and design directions helped me commit to the right look and feel.
Design is balance – I learned how to push creativity while respecting the expectations of a government platform.
More Projects
Spotlight Piece
Take a look