Over 50% of construction, agriculture, and manufacturing jobs to be displaced by automation by 2028.

Blueprint is an extension of Linkedin that leverages LinkedIn data to help members connect with mentors and resources to plan their career switch.

Project

In a senior-level product design course, I worked as part of a team of 6 to address the design challenge. We completed 2 iterations of design each followed by user testing and product improvement.

Tasks:
  • UX Strategy
  • User Research
  • Design Sprint
Tools:
  • Sketch
  • inVision Studio
  • After Effects
Sprint workshop

Process

We began our sprint to find an answer for 'How might we leverage LinkedIn’s wealth of data to facilitate insightful decision-making for trades industries workers affected by automation?'

I facilitated our 5-day sprint workshop, interviewed users, and ran 2 rounds of user testings. The workflow emerged from our sprint and later design decisions was informed by users and our weekly desk crit.

Linkedin demographic

With over 500M users, LinkedIn has extensive data on members’ professional behaviours. LinkedIn seeks to leverage this data to identify and suggest connections and provide insights into emerging economic opportunities.

Design persona

We found trades workers are more likely to get hired through referrals from friends, family, or co-workers. While most are open to switching careers, industry knowledge, and lack of time to gain skills are the primary concerns.

The teamwork, adaptivity, and analysis, vital to trades industry work translate well to knowledge work like coding. “Transferable skills are among the most important factors in successfully changing careers.” For recruiters, relevant industry experience is more important than educational credentials.

Design journey framework

We landed on a solution that helps trade workers when they decide to find out more about automation and job loss.

We found most people in our target demographic use facebook and they often belong to the early majority in product adoption. With this we defined entry points that are accessible to this demographic.

Facebook ad
Facebook targeted ad as an entry point

Design

Enter

Our target users visit our landing page from a Facebook ad. They can receive a personalized recommendation on the next steps by typing their current job and what job they want to switch to.

entering the solution

Explore

Users see a list of people who been through the same journey. Then they can explore to see what skills they had to develop or what experiences they needed to get there.

exploring the options

Analyze

At this stage, they can take action by adding those skills to their account or to connect with that member for mentorship.

analyzing information

Plan

Then they can see steps to gain those skills and experiences using a personalized plan. This extends users' engagement which provides opportunities for Linkedin to utilize their learning platform (formerly Lynda) to address users' need of learning new skills.

planning for career switch

Execute

Users move towards their goal by acting on suggested tasks.

taking action

Product Pitch

Shout out to my team, Emily, Janet, Jessie, Momchil, and Sam.

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