Winner ofthe Strategic Innovation in Product and Service Design Competition
Worthi by Citi
A web based product which improves workers skills based career growth.
Inspiring young people to discover the history of architecture and engage with world through AR.
User Research
・
Product Design
・
Presentation
ADVISOR
Roger Mader
Criswell Lappin
TEAM
Cyan Guan
Nikhil Singh
Sarah Ann Jump
Yuxuan Hou
ROLE
UX Researcher
Product Designer
TIMELINE
09 . 2020 ⎯ 12 . 2020
02. challenge
Why related to Architecture?
Why related to Architecture?
Why related to Architecture?
Due to the high professionalism and low interaction of architecture education I went through, I realized it is difficult for young people to experience the beauty and extraordinary of architecture only through books and webs.
Due to the high professionalism and low interaction of architecture education I went through
I realized it is difficult for young people to experience the beauty and extraordinary of architecture only through books and webs.
Due to the high professionalism and low interaction of architecture education I went through, it is difficult for young people to experience the beauty and extraordinary of architecture only through books and webs.
How might we tell an appealing story of famous architectures to attract young people?
01. cONTEXT
As part of a corporate­­‒sponsored grad school project SVA x Citi Ventures Studio, we,  SVA MAF Interaction Design students, 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.
02. cHALLENGE
How might we help job seekers use workforce data to make informed career decisions and grow their career path?
03. SOLUTION
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.
02. challenge
Why related to Architecture?
Why related to Architecture?
Why related to Architecture?
Due to the high professionalism and low interaction of architecture education I went through, I realized it is difficult for young people to experience the beauty and extraordinary of architecture only through books and webs.
Due to the high professionalism and low interaction of architecture education I went through
I realized it is difficult for young people to experience the beauty and extraordinary of architecture only through books and webs.
Due to the high professionalism and low interaction of architecture education I went through, it is difficult for young people to experience the beauty and extraordinary of architecture only through books and webs.
How might we tell an appealing story of famous architectures to attract young people?
Try Figma Prototype
More About The Process
01 Understanding
02 User Interview
03 Research Analysis
04 Research Summary
05 Ideation
06 Design
07 Presentation
00 Back to Top
01. RESEARCH
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.
Meeting with the Citi Ventures Studio Team
Understand Worthi design challenge
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
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
Final User Interface
07. Presentation
How To Present Better?
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.
[rest of project process are coming soon]
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Worthi® by Citi

Worthi is a web-based product which improves workers' skills-based career growth by providing job market insights and resources, understanding personal market worth, and advancing career skills.

ABOUT THIS PROJECT

highlight
winner of
the Strategic Innovation in Product and Service Design Competition
time
09/2020-12/2020
advisor
[SVA Professors]
Roger Mader
Criswell Lappin
[Citi Ventures Studio]
Alex West
Peri Becker
contributors
Cyan Guan
Nikhil Singh
Sarah Ann Jump
Yuxuan Hou
deliverables
competitive analysis | user personas | empathy map | user flow | wireframes | high-fidelity interactive prototype (mobile+web)
methods+tools
Zoom | Miro
Keynotes |Google Sheets
Procreate | PS | Figma

01

Understanding
Worthi

What is Worthi?
Worthi is a free tool that helps users enable skills-based job growth. It provides market insights andresources to improve a user’sskills in today’s evolving job market.
Meeting with the Citi Ventures Studio Team
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.
Requriements and Goals
  • 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 Research

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 & 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

Initial Design Principles & Solution Proposal
Based on the user journey and research insights we made, we propose 4 solution to respond the user needs.
Idealtion
Each student of our group need to sketch initial concepts for four different solutions.
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

Design Roles & Responsibility
After decided the main fuctions, we divided our design work to individuals to make us better and faster at design process.
Team Member Nikhil -- Product Architect
                                               UI Prototype
Team Member Cyan -- Visual Identity
                                             Hi-fi User Interface
Team Member Yuxuan(me) -- Web Design
                                                              Next-step Feature UI
                                                              Assist Cyan on Hi-Fi UI
Team Member Sarah Ann -- User Testing
Final User Interface

07

Presentation

How To Present Better?
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.
[rest of project process are coming soon]

CO-City

NEXT WORK

@ Yuxuan Hou | All Rights Reserved 2022.
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