Case Study 3 〜iLead's App and Responsive Website〜

Project duration: June 2022 to July 2022

The product :

iLead is a career coaching service that helps first-generation immigrants. The typical user is between 20-40 years old, and try to find, develop career while facing language and cultural barriers to get accustomed to the new country. iLead’s goal is to support target users in terms of their work life.

The problem :

Every immigrant gets in trouble being accustomed to the new life. When it comes to getting a job, it is harder. Some public organizations or NPOs provide the immigrants with a career coaching service, but none of them have user-friendly UI/UX.

The goal :

Design an app and responsive websites that will help them develop their career to what they want.

The role :

As a UX designer, leading the app and responsive website design from conception to delivery

The responsibilities :

Conducting interviews, paper and digital wire-framing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, determining information architecture, and responsive design.

User Research

Summary :

I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs.Most interview participants reported feeling badly about the services that are currently provided, but they cannot use most of the well-known services because of high-service fees and lack of understanding of how difficult it is for immigrants to not only find a job but also develop their career in their destination of migrant.Good UI/UX service in this field with minimum costs is now required.

Persona 1 :
Mariel

Persona 2 :
Felix

User journey map :

Starting the design

Paper wireframe :

Low-fidelity prototype :

View the link of :

Low-fidelity prototype

Usability study findings :

Ancillary information

People preferred clear visibility of ratings and language availability when selecting a coach

Book anywhere

People want to start booking a coach anywhere in the site, not only on the home page

Button clickability

People tend to try to click/tap the “Next” button before selecting all items for scheduling if it is clickable anytime

Refining the design

Mockups :

Before usability study

After usability study

Based on the insights from the usability studies, I applied design changes like providing icons from the home screen to allow uses to recognize what language available each coach is.

Other mockup images:

High-fidelity prototype :

View the link of :

High-fidelity prototype

Accessibility considerations :

Clear labels for the navigation bar that can be read by screen readers

Initial focus of available coaches on personalized recommendations help define the primary task or action for the user

Responsive design

Sitemap :

Responsive designs:

Takeaways

Impact :

A peer quoted that a good usability web app/site make them motivated for developing their career. It may make them feel that “someone supports us”.

What I learned :

I learned that career coaching for first-generation immigrants is not just for a job, but it requires a lot of ancillary support for their happy life in the new country.

Next steps

Conduct research on how successful the app is in reaching the goal to lead users to their professional goal

Add more contents or pages for users to support their life

Ideate more functions to develop the app/site and become more usable