Worthi by Citi
Co-op Project
UX Researcher
UX Designer
Figma
Miro
Keynote
Roger Mader
Criswell Lappin
4 months
Worthi
Web-based product
Career growth
Cyan Guan
Nikhil Singh
Sarah Ann Jump
Yuxuan Hou
A web based product which improves workers skills based career growth.
As part of a corporate‒sponsored grad school project SVA x Citi Ventures Studio, we were asked to redesign Worthi to allow users to explore the demand and data for specific jobs and skills during their working growth.
Worthi is a free, online tool launched by Citi Ventures. It provides market insights and resources for workers to improve their skills in today’s evolving job market.
How might we help job seekers use workforce data to make informed career decisions and grow their career path?
After we conducted user research, proposal, ideation, discussion with all functions of the Citi Ventures Studio team, and visual design, the updated version of Worthi can improve users skills‒based career growth, including exploring jobs, understanding personal worth, and advancing career skills.
We recreated a new user journey, Explore‒Learn‒Grow, to improve the user experience of current job seekers and match user job-hunting needs by optimizing and handling the same workforce data.
We recreated a new user journey, Explore‒Learn‒Grow, to improve the user experience of current job seekers and match user job-hunting needs by optimizing and handling the same workforce data.
DESIGN PROCESS
01. UNDERSTAND AND DEFINE THE GOALS
What's Worthi?
Worthi is a free tool that helps users enable skills based job growth. It provides market insights andresources to improve a user’s skills in current evolving job market.
What's Worthi's teammamers saying?
In the first meeting with the Citi Ventures Studio team, they presented with us with a design challenge. We were asked to drive further on optimizing the current user journey of exploring job market data and getting demand for specific jobs and skills during job hunting.
Design goals in each step
- conducte user research to understand which metrics job seekers consider when making career decision
- discuss insights with all functions of the Citi Ventures Studio team
- design a customer journey and user interface
- build a prototype with real facts and figures
- present final designs and work to the head of CitiVentures Studio
02. USER INTERVIEWS
7 Deepth User Interviews
We remotely interviewed 7 users of different occupations, different ages, and different career stages to understand their dilemmas and priority of needs when seeking career development.
Priority of Motivating Factors
In the interview process, each participant also needs to rank 9 factors that motivate them when making career decisions. So we can understand their propensity to change their career path.
03. RESEARCH ANALYSIS
Empathy Map
To analyze and learn insights from the interview, we made an empathy map for each participant.
Affinity Mapping
We created affinity mapping to collect all results, thoughts, pain points, feelings, and actions and color‒coded them by the information source. Five themes were summarised: job search experience, learning new skills, motivating factors when accepting a job, trust and network, and stability.
Research Insights
We highlighted the most common user pain points and demands to push the research stage to the proposal stage.
04. RESEARCH SUMMARY
Insights from user interviews informed us that our product should serve three customer types - an explorer, an advancer, and a switcher. We documented these personas and mapped a customer journey using the 5E model, i.e. Enter, Entice, Engage, Exit, and Extend.
Persona
5E Journey Map
05. IDEALTION
Insights from user interviews informed us that our product should serve three customer types - an explorer, an advancer, and a switcher. We documented these personas and mapped a customer journey using the 5E model, i.e. Enter, Entice, Engage, Exit, and Extend.
Initial Design Principles and Solution Proposal
Based on the user journey and research insights we made, we propose 4 solution to respond the user needs.
Idealtion
Based on the user journey and research insights we made, we propose 4 solution to respond the user needs.
Final Design Proposals
We presented our initial ideas to professionals(designer, researcher, and programmer) in Citi Ventures Studios. They communicated with us about the marketing visions and limit of technical capabilities of Worthi, we choose to focus on 2 main functions: Humanize Data & Explore Skills. And we also proposed a next-step function proposal: Maintaining Motivation by Learning Tracker.
06. DESIGN
07. PRESENTATION
Due to the pandemic, we worked remotely in the whole semester. I believef design is never the end of a project. Storytelling is also a very important part of the process. We need to show our team power till the last minute. So I designed group zoom vitural backgrounds for our team to optmize presentation.After several practices of presentation, we did great work on our final and meeting with Citi Venture Studio. We won the competition at the end.
