San Diego Workforce Partnership (SDWP), a public-private nonprofit, offers the My Next Move (MNM) initiative to aid job seekers. Despite rich content, users struggled to find resources due to disjointed and isolated pages. SDWP sought our help to integrate the Japanese philosophy of ikigai and create dedicated landing pages for specific demographics.
SDWP's site posed a daunting navigation challenge for job seekers, with isolated and disconnected resources. The homepage was barren, and the main navigation didn't support the user journey or compellingly narrate the organization's story.as
We started with an audit of SDWP’s existing brand and content, developing consensus around our three audience types: job seekers, career changers, and career counselors. We also conducted a thorough competitive analysis and quantitative usability benchmarking on the current site.
We then conducted generative, qualitative research and found user population clusters around vets, justice-involved individuals, new Americans, teachers, teens and young adults. Interviews with subject-matter experts rounded out our understanding of these populations.
We developed comprehensive content outlines tailored to the unique needs of each demographic, guided by the ikigai, RIASEC, and MNM frameworks. These outlines informed our wireframing process, ensuring each page's visual layout was as targeted and effective as possible.
Before focusing on color and beauty, we first established the visual structure of each page based on our research and demographic identification. We created and tested schematic black-and-white wireframes to ensure clear, user-friendly layouts that facilitated easy access to career path information.
In our UI design phase, we focused on enhancing the effectiveness of our wireframes. We crafted a design that supported the information hierarchy, guided users intuitively, and effectively conveyed content.
As we transitioned from UX, we incorporated SDWP's brand palette into the UI design, aiding user recognition of key site-wide concepts like ikigai and the RIASEC.
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