Helping young professionals navigate the world of work
Client
Edvanza
Focus
Brand, UX Design, Information Architecture
Role
Product Strategist
The Challenge
Edvanza is a start-up founded by academics who have identified a lack of career guidance in the educational sector. Their strength lies in their AI technology -- however the beta version of their app falls short in translating this into a seamless user experience.
Pain Points
From our audit of the beta app experience and the user analytics, we detected three main areas for improvement.
01
NAVIGATION
There is a plethora of functionalities but it’s overwhelming to navigate.
02
STORYTELLING
The brand and user experience needs a common thread in order to hook users in a narrative.
03
ONBOARDING
The onboarding process is long and tedious which leads to huge drop off mid-way.
How must we design an app experience that solves these pain points?
01
NAVIGATION
Mobile-first navigation to unlock an AI-powered experience
From the analytics, we saw an opportunity to simplify the navigation and optimize it for mobile web.
BEFORE
Career Mapping
Jobs
Industry challenges
Learning
Assessments
Social
Events
Resources
AFTER
Learning
Jobs
Social
Career
map
Trending topics
Love ‘em or hate ‘em, here are the trending topics in our community discussions
Your community
Here’s the best path for the best you!
Start upskilling
Your learning
Dream roles don't come overnight. We have some job openings to get you there.
Jobs for you
Your jobs
Your career map
Dream Role
Digital Creative Director
23 of 25 skills missing
Dive deeper
The mobile navigation is centralized in a user dashboard where the user can flip through the different areas of the app.
“What makes you ‘you’ is your own unique stack.”
- Stakeholder Interviews
It means that ‘users possess their own unique stack of skills, experiences, and network.’
02
STORYTELLING
The ‘stack concept’ drives the story behind the experience
We drew inspiration from this insight from the interviews to create a driving narrative concept that ties together the brand and user experience.
The ‘stack concept’ inspires the visual language of the brand and mobile application interaction design.
The ‘stack concept’ inspires the copywriting and storytelling for the brand.
Edvanza
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03
ONBOARDING
From 13 steps to
a piece-meal onboarding
The beta app analytics showed a big user drop-off during the 13-step onboarding, so we redesigned it with a piece-meal approach.
BEFORE
Start
Sign up
Referral code
Pick career goal
Explore learning library
Find best fit job
Certifications
Add skills
Personal details
Upload CV
Work experience
Network
Social connect
Identify strengths
End
AFTER
Start
Career map
Learning
Jobs
Social
Sign up
+ Dream job
+ Current job
+ Certifications
+ Skills
+ Personal details
+ Work experience
+ Connecctions
End
Users can access limited content from Edvanza modules while being prompted to register for full access
Users are prompted to add their data in key moments in the app.
Result
An improved user experience that captures users through storytelling, enables app exploration, unlocks the AI-driven functionalities behind the Edvanza app resulting in 200K+ app downloads as of October 2023.
Check out their website at: www.edvanza.com
