The Institute for Career Transitions (ICT)
Hackathon hosted by Essteem to help mature job seekers in today’s marketplace.
Developers: Julia Sutygina and Veronica Leung. My role: UX/UI Design and Research
“ICT envisions a society where every professional can sustain a career through inevitable uncertainties and in which “work” is an evolving concept.”
ICT’s Mission:
ICT is a not-for-profit provider of collaborative path-finding services for mature professionals seeking new opportunities.
Research
Time management was essential on this short term project. Knowing that the design needed to be finished in time for the developers to code a functional app, I utilized the following methods.
Core Products:
ICT assists un - or underemployed people with their career transitions and progress. They concentrate on financial and psychological well-being by creating a safe space to develop strengths and talents within a supportive community. Membership is a valuable selling point that enables forming new cohorts and running workshops.
Their services are customized to the needs of the individual and/or team.
The Collaboratory program is their current focus. Other programs are designed to give members flexibility in terms of cost and time commitments.
In addition to the Collaboratory, they offer a number of workshops.
The Problem (client perspective)
To gain more visibility so that older workers find them better. ICT already has a website, a newsletter, a Slack channel for members, and a LinkedIn page. Still, they need the marketing side, making it hard for people to find them.
Interviews
I interviewed four women making mid to late-career changes. To a person, they were vibrant, energetic, and had a wealth of experience to draw upon.
Here is a synopsis of my findings:
Why?
Most of the changes were due external factors – the pandemic, divorce, businesses closing, changes in technology.
Motivation
They have extensive direct and related experience in their fields and enjoy working, but they lack opportunities.
Greatest Challenges
Combating agism is a huge factor.
Repackaging themselves, i.e., resumes, LinkedIn profiles, headshots, networking, etc., are also challenging.
Negotiable
Most were willing to take a cut in pay if the position was right.
Non-negotiable
None of them are interested in relocating.
Persona
Problem statement:
After 30 years running her own business, Maria needs support and help with her resume, LinkedIn profile, headshot, networking, etc.–and needs a place to turn.
Comparative Analysis
We took a look at several direct and indirect competitors: Revel, LinkedIn,The Mom Project, Indeed, and Glass Door.
What makes ICT unique in this space:
Customized programs geared to an individual or a groups specific needs.
The Collaboratory.
Features/MVP
Events Listings: A list of events with links for more information
Information on Membership Page: Simplify the sign-up process
Sign-up for Mailing List: Invite visitors to sign-up for newsletter
Links to Eventbrite: Event registration
Links to share content Including Facebook, Twitter, and LinkedIn
Direct Links to Email and Phone
UX Audit
I audited ICT’s website to learn more about their business and discover areas where we could help them.
Need to Clarify MVP
The Collaboratory is their premiere product, but is obscured by other offerings that aren’t their priority.
Visual Content Needs to Reflect Target Audience
Cover image doesn’t reflect target audience. Photos and illustrations should be compelling, high quality, and cohesive in mood and tone.
Pages Slow to Load
Video and photo content should be appropriately sized for quicker upload speeds.
Written Content Needs Editing to Clarify Message
Great information is buried in text heavy paragraphs. Users typically read 20% of the content because they’re scanning for information.
Mid Fi Design
Solutions implemented:
simplified way for new members to sign up
display ICT events more prominently
creating a way for visitors to sign up for their newsletter
Phone and email links right from the app
integrating ways to share events on social media
Content
Content tells a story–the story here is that you can have a successful, vital career at any age.
High Fidelity Prototype
Results
After we completed our project, ICT made several changes to the website to resulting in a focused representation of their organization and service, and a better user experience overall.
Here are some of the positive changes they’ve made:
Clear Site Navigation & Faster Upload Times
Focus on Collaboratory MVP
More Engaging Content
Easier to Signup for Events
Clear Mission