1 UX Designer (me)
1 LX expert
of workers under 24 are considering a career pivot or change in industry.
of millennials want to change jobs for learning and growth opportunities.
of college graduates have a job related to their major.
Who is Clicked?
Clicked is an early stage start-up in the EdTech space changing the way people get a job. The Clicked mission is to help people find and pursue their passion by making real-world, career-building experiences accessible to all. Starting this project, we had already successfully launched our MVP.1 platform and were looking to apply our learnings to a new iteration, MVP.2. I led the user research efforts and advocated for users in strategy and operation discussions. Being at such a small company, I had to get creative to solve user problems in ways that had high user impact while requiring low dev work.
Avery, a recent bootcamp graduate, needs a way to get practical experience in order to land an entry-level position in tech.
Increase engagement and completion of learning experiences (LX) on the platform.
Build self-efficacy in users to allow them to feel comfortable exploring career paths
While users expressed excitement and interest in working on cross-functional projects through Clicked, we found user behavior to say quite the opposite.
were active users (i.e. applied to a project).
of total users committed to a group case study.
of users who signed up for a group case study completed it.
of total users completed a group case study.
I conducted interviews to understand user experience using the platform, what had a positive impact, and what areas needed improvement.
Conversations with users who were hesitant to sign up for projects revealed users were not confident in their own abilities, and despite expressing their excitement to try out roles, the worry of hurting others’ careers prevented them from signing up.
For the one team that successfully completed a group project, each member reported feeling nervous at first and having self-doubts that they would end up disappointing their team. However, upon completion, every team member said the project increased their confidence in themselves and their skills. Despite their initial concern, they reported growth in both hard and soft skills through the cross-functional experience.
“You have to run through the fire to feel that you can never be burned.”
One member used this analogy to highlight how persevering through the project had given her a huge confidence boost.
It was clear from these interviews that the main blocker was a lack of confidence and concern about letting others down on something that was important to another team member’s career.
At this time, I was told that we were pivoting our target audience away from career Builders and focusing instead on career Explorers as our primary users, particularly Gen Z and late Millennials.
Since the majority of our active users from MVP.1 were Builders focused on getting experience for their portfolios, I decided to conduct a second round of user interviews to understand the younger, Explorer audience.
Gen Z Explorers
Through interviews, I discovered a curious paradox within our new target audience. While our users have a strong idea of what direction to pursue, it is often through happenstance exposure to other tech roles that they pivot towards careers they are more passionate about.
Equipped with the updated persona, I modified my 2 goals for MVP.2:
Build our user's self-efficacy in order to let them feel safe exploring high-impact projects outside their comfort zone (cross-functional team projects).
Find the right balance of structure and autonomy so users can explore and discover new tech fields, while still feeling that they were progressing towards a career they love.
New Problem Statement
Jael, a gap year student, needs a way to sample possible careers and identify their passions, in order to pursue a fulfilling career direction in tech.
Due to constraints on time, and money, I discussed options with the product operations and LX teams to utilize existing functionality rather than designing and building out new features.
Comparing the personas with the data we gathered from MVP.1, I discovered a huge hurdle for Explorers in signing up for a cross-functional project. While Builders were motivated to sign up for group work, Explorers lacked the feeling of immediacy to jump into an experience. For this iteration, I needed to focus on those first steps that happen before a user joins a group project. I came up with two major changes for the platform:
Give users a quick overview of various tech roles and how they overlap. This gives a great introduction to new roles that users may not have known about – and provides the context they need to evaluate whether a role might be a fit for them.
Create smaller ‘steps’ the user can take to feel a sense of accomplishment which gives them the confidence they need to take the leap and join a group project.
We hypothesized that a strong sense of community would help build self-efficacy and make users feel more comfortable trying things outside their comfort zone.
To achieve this we automatically filtered new users into career-stage peer groups.
Structured Introduction And Proposed Learning Paths
To give new Explorers guidance, we created structured introductions for each role and highlighted a series of three projects that users could follow to explore new roles and dive deeper into a specific role of choice.
Learn how to utilize the platform to achieve your goals.
Introduce yourself to your communities.
Get an overview of how roles overlap in skills and responsibilities.
I hypothesized that the introduction of smaller, easier, projects would allow users to build up their confidence and feel more ‘ready’ for group work.
For beginners who want a feel of working in a role.
For learners who are looking for short challenges to sharpen skills.
A Day In The Life (video)
Try It Out (5 minute activity)
SOLO CASE STUDY
An opportunity to work solo, wearing the hat of the desired functional role.
CONTENTS (example for UX)
Submission (Project Slides)
GROUP CASE STUDY
Work on this Group Case Study as a cross-functional team, with representation from Product, UX/UI, and Marketing.