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Institute for Career Transitions

My Role: Lead UX/UI Designer

Toolkit: Figma, Notion, Adobe Creative Suite, Trello

Duration: 8 Weeks

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ICT Landnig

The Institute for Career Transitions (ICT) is a not-for-profit organization with a goal to help those going through career transitions.

PROBLEM

The current website has usability issues that make it difficult for users to find and understand available resources. The layout is cluttered and confusing, leading to frustration and decreased engagement.

In this project, I redesigned the website's information architecture and proposed additional features to create a more intuitive, efficient, and user-centered layout.

PROCESS

UNDERSTAND OUR USERS

RESEARCH

After conducting user interviews with our most frequent users, these were the key insights:

INSIGHT 1️⃣: Low User Engagement 🕚

  • Users would enter on average 2-3 diary entries before abandoning the app.

  • User retention is crucial for success.

  • Users are discouraged to explore the app, leading to missed opportunity for deeper interactions.

INSIGHT 2️⃣ Unclear Navigation Structure🔍

  • Difficult for users to find key features.

  • Labels and instructions are misleading.

INSIGHT 3️⃣: Limited Personalization 🎨

  • Limited options for activity and mood inputs.

  • Community section has no additional value compared to leading social media apps.

PROBLEM

HOW CAN WE BRING MORE VALUE TO THE USERS

THEMATIC ANALYSIS

First, we identified common patterns and mapped them out based on user flow. After organizing the feedback, we further examined any issues and their impact on the user experience.

INSIGHT 1️⃣: Low User Engagement 🕚

  • Users would enter on average 2-3 diary entries before abandoning the app.

  • User retention is crucial for success.

  • Users are discouraged to explore the app, leading to missed opportunity for deeper interactions.

INSIGHT 2️⃣ Unclear Navigation Structure🔍

  • Difficult for users to find key features.

  • Labels and instructions are misleading.

INSIGHT 3️⃣: Limited Personalization 🎨

  • Limited options for activity and mood inputs.

  • Community section has no additional value compared to leading social media apps.

RECONSTRUCT INFORMATION ARCHITECTURE

There were recurring issues with the app's navigation. By creating a new site map we could determine what features would be best and where to implement them based on design trends, user familiarity, and efficiency.

MAIN CHANGES

  1. Eliminate Home Page

  • The information on the homepage was repetitive of other features

  • Simplify task navigation

  1. Separated Insights and Calendar Page

  • Create more breathing room for each feature

  • Less likely to be overwhelmed by information or options

  1. Create Diary Entry Button on Bottom Nav Bar

  • The main feature of the app is to make diary entries

  • Should be clear and accessible to users

MAIN CHANGES

User Journey Map 2

SOLUTION

5 user usability tests with the current website revealed key insights on the ICT platform.

(PROBLEMS)

COMMON PAIN POINTS
User Journey Map 1

USER JOURNEY MAPS

Creating user journey maps help illustrate user flows, but also evaluating the touch points throughout the experience.

User 1: Seeks Information on ICT

User Journey Map 2

(USER-CENTRIC DESIGN)

❓ Confusing Content

  • "Reading the descriptions make it more difficult to understand."

  • "The wording is too long and not straightforward."


😕 Poor Layout

  • "It takes too long to find what I need."

  • "Some links don't take me where I think it does."


😞 Not Engaging

  • "It feels disorganized, and makes me want to close the tab."

  • "The wording is too long and not straightforward."


To better understand the steps user take and the challenges they encounter I created two different journey maps for different users.

(USER NEEDS)

USER JOURNEY MAPS
Persona 1
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