SVA x Citi Ventures Studio

Worthi™ by Citi: Explore, Learn and Grow. Build your Worth.

Winner of Strategic Innovation in Product/Service Design, SVA IxD 2020

(Please note this prototype is built as a progressive web app)

SVA students collaborate with Citi Ventures studio team to tackle a design challenge using the techniques learned in "Strategic Innovation in Product/Service Design" class. Our goal was to Redesign Worthi™ by Citi. This online tool helps you to explore qualitative & quantitative data insights on job titles and calculate your market worth. Then understand your current skills and connect with online courses to grow your career or see which existing skills can transfer to new roles.

Team: Cyan Guan, Sarah Ann Jump, Nikhil Singh and Yuxuan Hou.
Advisors: Roger Mader, Criswell Lappin, Alexandra West and Peri Becker.

Recently, Citi Ventures Studio launched Worthi, a free tool that leverages data on 1,800+ roles and 17,000+ skills to provide users with personalized insights that can help them confidently pursue their career goals. While Worthi generates some market-level insights on skills, Citi Ventures studio teamed up with SVA students to drive this even further.

Currently, no marketplace allows users to see the demand for specific jobs and skills. The student team was tasked with designing a new marketplace and user journey that incorporates market data & metrics of jobs, skills, regional data, and comparative metrics.

Some of the key project objectives were as follows:

- Conduct user research to understand which statistical metrics would be most useful for users to consider when making career decisions (changing jobs, acquiring new skills, moving to new regions, etc.). Define the customer journey.

- Build a working prototype with real facts and figures showing insights on workforce data, skills exploration, courses etc.

- Propose a business model with estimated cost, different funding stages, potential revenue source and projected growth.

Before we had set to understand the user needs, we wanted to know the opportunity in the current market through secondary research. Some of these facts below validate the need for such a platform in the market:

We interviewed six people from six different cities to understand their needs and study common behaviour patterns. Our interviewees ranged from age 18 to 52 including Undergraduate and Graduate students, people pivoting careers due to pandemic or seeking career advancement, people of colour, Immigrants, First-Gen Americans, LGBTQ+ people and an Army veteran.

User Interview: Dave Ellis, 52 yrs, Army Veteran

Card sorting activity for Dave Ellis

After concluding our 3 week long user interviews and research activity, we moved to the affinity mapping exercise to cluster the raw data under several different themes. That led us to highlight some common user pain points and list our design principles to tackle them.

Job Search, Industry/Market Data

- Keywords, search results are inaccurate. Feel frustrated & lost

- Lack of general response & feedback from the job poster

- Job market data is daunting. Not enticing and helpful enough

- Job search is an exhausting experience. Overwhelmed by so many search platforms

- Job listings are full of jargon

Suggested Design Principles

- Web optimization: contextual search and keyword suggestions

- Incorporate application tracking and feedback system

- Humanize job data with more qualitative factors

- Single, Integrated platform with simple navigation and easy user experience

- Verify and vet employers and job postings

Learning & Acquiring new skills

- Tend to be laid-back. It's not rigorous enough. Challenge with motivation

- Fatigue from the video lecture

- Unclear how useful skills are in the workplace

- Weighing cost and time of learning skills vs earning potential in future

Suggested Design Principles

- Maintain motivation: Provide constant feedback & build a reward system

- Mix different rich media types: Interactive quiz, Visual documents etc.

- Tooltips and insights from industry experts

- Visualize earning potential based on a skill's cost and time to learn

Career support & other job factors

- Lack of professional career support. Need feedback on Resume

- Hard to learn about workplace culture, job stability and flexibility

Suggested Design Principles

- Offer support from career coaches. Analyze & score the resumes using AI

- Include indicators of job stability, work-life balance and workplace culture

After discussing these insights with the Citi team, we further refined the scope of our project into three key areas:

Humanized job data and Personal worth calculator

Explore online courses and new roles through skills

Basic profile capabilities with a bookmark feature

Insights from user interviews had informed us that our product should serve three customer type: an explorer, an advancer and a switcher. We documented these personas and mapped a customer journey using the 5E model, i.e. Enter, Entice, Engage, Exit and Extend.

Persona: Ethan, a college student exploring different career options and skills needed

Persona: Ellie, a mid level professional who wants to advance her skills

Persona: Jennifer, a senior level professional who wants to transfer her skills to new roles

Customer Journey for Jennifer using the 5E model

This product architecture includes various sub levels within the humanized job data, find courses & explore new roles via skills and a basic profile section.

User Interface Design

We started building our final prototype as a progressive web app that is geared for a mobile-first web audience. Our choice of colour palette draws inspiration from the Citi brand ecosystem, whereas the other UI elements are in line with the best industry practices in UX Design.

Full mobile Prototype

Explore humanized data for any job title

Calculate your personal market worth

Grow your skills with online courses

Find new roles via your current skills.

Profile section

As a part of our design challenge, we worked on a business model which covered the estimated cost to launch and market the product, revenue model, projected growth, market map to analyze against our competitors and an innovation framework (Based on Doblin: Ten types of Innovation)

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