User-centered & Tailored Website Learning Experience
User-centered & Tailored Website Learning Experience
Embedded Files
Project Snapshot
Project Snapshot
4
4
unique user personas considered
15
15
interviews conducted
22,963
22,963
estimated potential learners and lives changed
As a local workforce board, we are charged with supporting job seekers to find work through our website. Usually workforce boards do this by creating a page with a list of their programs and career center locations.
As a local workforce board, we are charged with supporting job seekers to find work through our website. Usually workforce boards do this by creating a page with a list of their programs and career center locations.
Background
Background
Job seekers told us they often lacked the tools to think about the whole picture of their careers - to take multiple life and economic factors into consideration before they may be ready to apply for a program. They also needed a resource that was more accessible than travelling in person to a career center. We created an asynchronous, publicly accessible, free website eLearning experience called My Next Move that guides users through a step-by-step experience of understanding themselves, learning about thriving local industries, and finding the overlap in order to confidently plan their next career move.
The My Next Move main website learning experience was designed for general job seekers to have a place to explore their interests and career opportunities.
To ensure the My Next Move site connected with the unique needs of priority populations, I was charged with creating tailored pages for: justice-involved, disenfranchised young people, new Americans, veterans.
Starting Place
Starting Place
Below you can see the pre-existing veterans page, which was crowded with text and confusing to navigate.
My Plan
My Plan
Design and conduct interviews with Subject Matter Experts (SMEs) to empathize with the end users and understand their unique set of needs and identify objectives. Use backwards planning to create content and flow for an intuitive experience
My Process
My Process
I began by designing user interviews and crafting powerful questions. Here are a few of my favorites:
What challenges do these populations experience as they look for a job or plan their career?
What barriers do these populations experience when they seek career support?
What does career success look like to folks in these populations? What are their aspirations?
What community supports already exist and can help these populations be ready for the job search? (i.e. housing, internet, etc.)
A sampling of key findings that allowed us to create cohesive yet tailored learning experiences:
A sampling of key findings that allowed us to create cohesive yet tailored learning experiences:
53%
53%
of new Americans are primarily concerned about maintaining a work visa
all
all
populations report unique barriers to employment
76%
76%
of veterans struggle to identify equivalent civilian job titles
Key Insight: These populations harbor doubt about their employability and need encouragement to engage.
A Sampling of Objectives Identified
A Sampling of Objectives Identified
All populations will find actions they can take based on their individual needs, including:
finding solutions for population-specific pain points
engaging in self reflection & career exploration
applying to a training program
finding a job right away
speaking to a real person on the phone
All populations will feel hopeful about their career trajectory and feel more confident about their ability to find meaningful, well-paid work
For justice-involved, they will have access to legal resources to help navigate the job application process with a background and hands-on, high touch support
For youth, they will have a step-by-step process and tools to get their first job, keep it and perform well, and quit well when the time is right
For veterans, they will have support translating military roles and responsibilities to civilian sector language
For new Americans, they will have guidance for translating credentials and experiences from their home countries and obtaining legal working status
I led multiple rounds of UX design, including sketching mockups myself and writing the final copy.
The type of feedback I gave to my team along way to uphold our design principles included:
Using approachable, asset-based language
Keeping the scroll succinct and the content specific to the population
Instead of repeating content from the main My Next Move website, link out to the appropriate pages
Lean away from uniformity and into parallels when it comes to addressing population needs
Users should feel a sense of expansive possibility as they navigate these pages
The Result
The Result
Ultimately, it led to pages that:
Contain language that speaks to each specific audience sourced from how each population speak about themselves
Lead with faces and stories of successful professionals from each population
Give intuitive opportunities to jump off to the main My Next Move website for more general career reflection and planning
Tap into a shared motivations to be well paid and to do meaningful work
Have comprehensive and customized resource sections for each audience
Below are the final sites that are now live for our learners
Below are the final sites that are now live for our learners
(pages are in the order veterans, new Americans. justice-involved, disenfranchised young people)
Page updated
Google Sites
Report abuse