The client project at GA: Knowledge Officer, redesigning Skills Insights!

  • Onboarding: how we present to the user what is the Skills Insights product and how does it work?
  • How can we engage people with Knowledge Officer when they are waiting for the report?
  • How can we enrich the insights in the report? What else is useful for the users and will make the report more attractive?
Current website.
  • Not clear that you can scroll down to find ‘how it works’, Section at the bottom appears like the end of the page.
  • “How do they know what my dream career is?” “What are they comparing my skills against?”
  • Users left unsure as to what to expect, Users didn’t realize their data was going to be analyzed.
Competitive Research: Identifying your competitors and evaluating their strengths and weaknesses relative to your product or service.
  • Make it personal
  • The balance between professionalism & informative positive language
  • Iconography needs to be playful but also needs a purpose
  • Gamification/animation can serve to hold the user’s attention
  • Inform users on the process (length, next steps, etc.)
  • 100% consider a career change
  • 85% 26–40 years old people considered e-learning
  • 25% would share a skills report
Affinity Map: affinity diagrams are often used for analyzing and synthesizing user research findings by patterns and themes.
  • Trust issues around the platform: needs real-life case studies; recommendations; evidence of AI working effectively
  • Key desired insights to see in the report: salary; job listings; potential career path towards getting this job.
  • Different sharing options: use as CV; share with professional community; current/future employer; sharing certificates
  • Clear next steps to reach their goal.
An experience map, on the bottom, visually illustrates a customer’s processes, needs, and perceptions as they take steps to achieve their goals and satisfy their needs. It’s a strategic process of capturing and communicating the customer interactions and touchpoints that they experience in a larger context. On the top, the emotional journey: a visualization that maps and illustrates a user’s emotional experience through the experience of interacting with an organization, product, or brand.
“A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.” Kim Goodwin
The Feature Prioritisation born for the sake of avoiding the Design Debt: The more features you have at launch, the harder it is to tell what works and what doesn’t.The more features you have at launch, the harder it is to tell what works and what doesn’t.
  • On-Boarding: tone of voice, layout, and more information.
  • Report: sharing features, insights: jobs, salaries…
  • How to access the learning path
  • Review copy: motivational tone of voice.
  • How Might We take Mia through how Skills Insights works?
  • How Might We motivate Mia to share her report?
  • How Might We enrich the insights within the report page?
Design Studio: is a type workshop that combines divergent and convergent thinking: it allows UX professionals to explore a wide set of ideas and also create a shared vision to move forward within a short amount of time. It incorporates brainstorming, critique, and prioritization into one condensed session.
User flow is the path taken by a prototypical user on a website or app to complete a task. The user flow takes them from their entry point through a set of steps towards a successful outcome and final action, such as purchasing a product.
Paper prototype.
Low Fidelity Prototype
Mid Fidelity Prototype
Final High Fidelity Prototype
  • Work on the remaining pages of the report.
  • Sign up process after the user clicks ‘Start my learning path’
  • Create a seamless process for users to verify their skills
  • Different viewports




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