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Assisting foreign professionals in the USA with job expectations and requirements through mentorship, local networking, and valuable industry insights for career advancement.
Responsibilities
User Research
Synthesizing Findings
Ideation & Prioritization
Wireframing
Branding & Prototyping
Usability Testing
Tools
Figjam. Figma
Keynote
Adobe Illustrator
Team
Individual
Timeline
Jannuary~Jun, 2024
6 months
The users
Many professionals and their families choose to move to the USA in pursuit of an improved quality of life
Professionals relocate to the USA with great anticipation of exploring new environments and communities. The journey of moving to a different place in the USA can evoke feelings of excitement and frustration, both before, during, and after the process. This complexity is further intensified for those from different countries, adding to the challenges of the transition.
The Problem
The new arrivals face difficulties in entering their desired career field due to a lack of essential occupational recognition and information
Experienced professionals from other countries may face barriers such as job title recognition, understanding of job expectations, or lack of required educational qualifications in the United States. How can they access the necessary information to enter their desired career field or enhance their skills for a smooth transition?
The Solution
Navijob is an app that assists individuals in exploring and excelling in their searching occupation by consulting mentors, connecting with local professionals, and engaging with valuable information.
The Goal
My main users are looking to improve their lives in the United States. The goal of my project is to assist individuals transitioning from other countries by providing in-depth information on occupations, requirements, and connecting them with professionals in the same field in the USA.
This support will facilitate their smooth integration into a new environment, allowing them to improve their lives and advance their careers.
How I Got There
Competitor ANALYSIS
The primary goal of these competitors’ websites is to provide comprehensive occupational information and data.
I conducted a competitive analysis to explore the websites that offer detailed data and resources to help user gradually enter the workforce in the USA. The research provided me with a brief overview of the elements to focus on and highlighted the opportunities available to me.
Comprehensive descriptions and data
Introducing video helps users recognize the occupation thoroughly
Contains too much text on job outlook
Opportunity
Utilizing the website’s comprehensive information and clusters creates a user center website
Highlights key factors for entering the workforce and education system
Self-assessment assist users
The search bar is clear and easy to use
Contains too much text about the information
Opportunity
Condense the category title and incorporate it into the new product.
User interview
I am keen to dive into the interviewees' movements, thoughts, and struggles.
During the interview process, I asked the following questions to explore additional insights. The interviewees I invited were married families from different countries, so I gained a distinct perspective on their experiences moving to the United States.
Total of 5 interviews
From 5 different countries
45
45 minute per interview
30+
30+ following questions
What Michelle said...
Key Findings
Ali
A couple / Move from Iran
“Everywhere needs an accountant. After moving here, I recognized that accountant is not a good job for me.”
Insight
Gain essential information about the occupational differences and requirements before the move
Mona
A family with 2 children
Move from Egypt
“ I relocate for this area because of the school district. If it's in a very high level, I will move to this area.”
Insight
Searching for the decent school district for children
Michelle
A family with 2 children
Move from China
“Everywhere needs an accountant. After moving here, I recognized that accountant is not a good job for me.”
Insight
It is important to recognize the job market demographic situation in various states before making a move.
Mona
A couple
Move from Vietnam
“Everyone can visit Quora to ask and to answer questions which is very knowledgeable.”
Insight
People appreciate the Q&A platform to ask questions and gather information.
Iren
A family with 2 children
Move from Taiwan
“Facebook is another way that you meet people living here and they provide their experience and the information which I need.”
Insight
Joining Facebook or other social media platforms to build connections and make friends is beneficial.
PRIMARY persona
Secondary persona
Visualizing the potential users
With a deep understanding and empathy to explore the frustrations and needs of my research participants, I create two personas representing potential users who may be interested in using my product. The primary persona plays a central role in helping me create a user-centered product that aligns with the user group.
PRIMARY persona
Secondary persona
Visualizing the potential features
The secondary persona represents the behavior of the group of users, seeking answers by asking real people and relevant professionals. By fulfilling the needs of the persona, I am able to outline potential features.
The Opportunity
How might we assist users in recognizing occupational differences and requirements, enabling them to enhance their skills and transition smoothly in their career paths in the USA?
brainstorming
Fun and productive brainstorming methods to generate ideas
Creative constraints prompt me to innovate and meet demands within specific limitation. It helps me think creatively. “The reel for a typical day in a profession” is generated with the "Get outside" concept.
Analogous inspiration inspires me to observe how others achieve similar goals. In the project, I was inspired by traveling websites, Airbnb, that also indicates some useful features.
STORYBOARD
Using storyboard depicting problem and solution to emphasize key ideas from brainstorming
Storyboarding is a valuable tool for visualizing concepts, exploring problems and solutions, and defining key features for future products. I depicted the process of “The reel for a typical day in a profession” from brainstorming.
PRIORITIZATION
Establishing the features and determining their prioritization through MoSCoW analysis
After brainstorming and generating numerous new ideas, I started building a feature matrix using MoSCoW prioritization. This method helped me narrow down the scope and define the key features necessary to develop a functional product that could effectively met the users' needs. This involved gaining a deeper understanding of a specific occupation in the USA, seeking training, and guidance from a mentor.
Task flow
Mapping out sequential tasks for users to validate and enhance the user journey within the product
Creating task flows to understand user interactions with linear tasks, identifying areas of ease or difficulty in completion, and discovering optimization opportunities. Using the key features extracted from the MoSCoW prioritization as a foundation, the first task flow assists the primary persona in searching for a specific occupation and accessing the content. The second task flow involves a member scheduling an appointment with a mentor.
1.Searching for a specific occupation and accessing the content: Helping users find relevant information about their desired occupation to support their professional development
2.A member schedules an appointment with a mentor： Booking a consultation session with a mentor in the USA to seek relevant occupational information and experiences
Sketch TO MID-FIDELITY WIREFRAMES
Creating wireframes to optimize features and task flows for users
I revisited the essential features and the key needs of my primary persona before starting to sketch the blueprint. My goal was to design features that assist users in achieving their goals and addressing their issues. Wireframing not only enables me to visualize the hierarchical information architecture, but also supports me in considering the deliverables within the task flows.
Persona’s need
1
Recognizing occupation description and requirements
2
Enhancing professional skills
3
Seek advice and deeper insights from local people or authentic individuals
Designed features
1
Explore: Providing detailed information
2
Training: Providing learning system and local education system
3
Mentors and Community
Style Tile
Color Palette
Logo
My target users are new settlers or immigrants to the United States, and this connection has inspired me to use the colors of the USA flag to represent the app. I believe that incorporating these colors, not only will it resonate with my intended audience, but it will also foster a sense of familiarity and belonging for new immigrants in the country.
I aimed to create a logo that is easily recognizable and conveys a strong sense of the USA. The logo symbolizes job navigation, and I selected colors and a star that complement the image of the USA.
HIGH-FIDELITY WIREFRAMES
Creating a high-fidelity wireframe of the design to visually represent my solutions
The high-fidelity wireframe incorporates branding, colors, and characteristics to visually showcase a design in an easily understandable way for users. Within the wireframe, I have included 5 main concepts and 2 task flows that will be tested in usability testing to determine if the problem I set out to solve has been effectively addressed.
Onboarding
Main Concept 1
Multiple elements in searching bar for different destinations
1
Searching for a specific occupation to acquire information
2
Searching for a mentor for consultation
3
Searching for training or education system for learning
4
Searching for articles or videos to consume
Main Concept 2
The "day in the life" reel and video showcases the job description
1
The Occupation Session showcases all occupations in the USA, allowing users to browse and access detailed information.
2
In a job interview, "What is your typical day at work?" is a common question that helps users gain a better understanding of the occupation.
3
Successful stories serve as encouragement for users to learn from others' experiences.
Main Concept 3
A member schedules an appointment with a mentor
1
During the Mentor Session, users can schedule a consultation with a mentor in the USA for relevant career information and experiences.
2
Understanding a mentor's background helps in choosing the right mentor.
3
Using the app for booking streamlines the consultation process.
Main Concept 4
Building connections with others through interaction and asking questions
1
The Community Session is the place where the user can ask questions, gain more information from locals, and build connection with professionals.
2
Choosing up to three occupation groups that are relevant to the user's field and becoming a part of the community.
Main Concept 5
Exploring education system to enhance skills
1
The Training session assists users in finding local colleges, organizations, license, and certificate courses.
2
Providing users with basic information on various learning methods to choose from.
Validating results
I conducted the usability testing with 6 participants who are potential users of the project. I aimed to observe their reactions and gather feedback on the two task flows and my concepts.
Task flow 1 : Search for the occupational page for interior designers to learn about their requirements.
Task flow 2 : A user schedules an appointment with a mentor named Shawn M. Jr.
Which features would be the most helpful to you?
“Everywhere needs an accountant. After moving here, I recognized that accountant is not a good job for me.”
Prioritizing Test Results
I compile the all the findings into the impact/effort metrics in order to prioritize the ideas and features that can be improved efficiently. By focusing on the themes with the most impact and least effort in the Do Now session, I can enhance the user experience of my app.
Key FINDING & adjustments 1.
On boarding introduction has been skipped
I will keep these pages as users can click on “Continue” to skip them
Revisions: I will keep these pages as users can click on “Continue” to skip them
“All places require a bookkeeper. Once I relocated here, I realized that bookkeeping isn't the right profession for me.”
5/6 participants skipped browsing through the four introduction pages and clicked on the Continue Button. While I initially believed the introductions were crucial for users to grasp the product's usage, I now understand that participants prefer jumping into the main content rather than reading the information.
Key FINDING & adjustments 2.
Adding annotations to guide users is needed
I will keep these pages as users can click on “Continue” to skip them
Revisions: Add an instructional note to help users understand the usage
“All places require a bookkeeper. Once I relocated here, I realized that bookkeeping isn't the right profession for me.”
3/6 participants do not understand the features of occupational groups and how to use them.
I will keep these pages as users can click on “Continue” to skip them
Revisions: Notify the user which groups have been selected
Key FINDING & adjustments 3.
Offering language options enhances usability and accessibility
I will keep these pages as users can click on “Continue” to skip them
Revisions: Add an instructional note to help users recognize the usage
“All places require a bookkeeper. Once I relocated here, I realized that bookkeeping isn't the right profession for me.”
2/6 participants believed that the language selection displaying on the homepage would improve the users’ accessibility to the product.
Key FINDING & adjustments 4.
AI features possibility
I will keep these pages as users can click on “Continue” to skip them
Revisions: Create a new category, AI Guide, to assist users in optimizing their personal needs
“All places require a bookkeeper. Once I relocated here, I realized that bookkeeping isn't the right profession for me.”
2/6 participants expressed interest in having an AI feature in the product. This feature could optimize users' personal career paths and offer suggestions.
Key FINDING & adjustments 5.
The inconvenience of choosing month in the mentor session
I will keep these pages as users can click on “Continue” to skip them
Reversion: Implement month tags with horizontal scrolling functionality to improve selection speed.
“All places require a bookkeeper. Once I relocated here, I realized that bookkeeping isn't the right profession for me.”
1/6 participant found that clicking on the arrow to select a future month was inconvenient.
The Problem
The new arrivals face difficulties in entering their desired career field due to a lack of essential occupational recognition and information
Experienced professionals from other countries may face barriers such as job title recognition, understanding of job expectations, or lack of required educational qualifications in the United States. How can they access the necessary information to enter their desired career field or enhance their skills for a smooth transition?
The Solution
Navijob is an app that assists individuals in exploring and excelling in their searching occupation by consulting mentors, connecting with local professionals, and engaging with valuable information.
Next STEPS
Develop the feature in “AI Guide” to optimize user’s personal career paths and offer suggestions
AI has become a powerful assistant for analyzing data and providing suggestions progressively. Developing the system and enhancing its features could help users acquire more personalized advice tailored to their background and explore additional potential career pathways.
Organizing and categorizing practical information within the Article section
Enhancing new settlers' understanding of the job market in the USA by providing the most practical information and essential knowledge.
Delving into the Community session with essential features
Adding practical features to the community session, such as facilitating connections with professionals, implementing a trustworthy review system, and improving the search function.
Conducting usability testing with the bottom navigation
Since the bottom navigation is not created functionally, I will develop and test it to ensure that it works well and meets the needs of the users.