Service design
Amica - A Street safety app
With user-centered approach, the goals was to create a safe environment to make women feel safe, independent and confident to walk alone any time of the day.
Industry
Headquarters
Challenge
There is an opportunity to design a solution for female students feeling insecure walking alone in the dark that helps them feel safe and stress-free by encouraging males to take part in making women less unsafe so that they can feel independent and confident to be alone at any time of the day.
Results
A Service that intends to help women at night by connecting different users within the app, who are travelling to the same area. Thus making them feel safe and secure
35%
Primary Target user
Gen Z graduates with limited work experience in the UK
Secondary Target user
MHR Recruiter
Design Process
Empathize
Secondary Research
By 2030, the number of Gen Z employees is expected to make up 30% of the global workforce, playing a vital role in shaping the workplace for decades to come (Fuscaldo, 2022).
However, nearly a third (29%) of Gen Z job seekers say that not knowing where to start is holding them back while applying for roles (Vitug, 2022).
Competitors of MHR
Based on our client's suggestions and our own research, we finally choose to analyze the following four competing products: eARCU, Harper, Darceys and Adp.
Semi- Structured Interview
We conducted the interview from 8 graduates applicants.
Then classified the interview into four topics:
Application and preparation process, Skills, Experience, and feedback.
Card Sorting
Based on the classified topics, we then asked 3 recruiters to rank them of choosing a CV according to their preference.
Initial Journey
Key Findings
Key Insights
How Might We Statement
Define
Persona
Value Proposition Map
Value Proposition Statement
Ideation & Design
Key Features
Application Process
Search Engine
Accessing customized information in one place.
Treasure Map
Guiding them to gain the skills they need and helping them reach their desired goal quickly
Mystery Revealer
Keeping the applicants informed and instant support whenever they need.
Story board
User Testing
We invited 10 participants from different backgrounds to do the storyboard testing.
Why we did this?
• To find out what they need in a storyboard situation.
• Get their feedback and revise our storyboard.
• Explore the reason why they chose or not in each function.
Refined Storyboard
Site Map
Initial Wireframe
Export Testing & Iteration
We learned from testing that the profile page approach was confusing and unclear, so we decided to improve it.
Final Outcome
Sign up to start
Add your
experience
Establishing fresh role's journey
Finding suitable role
Application Tracking & Interview Rehearsal
Candidate Profile
Challenge
Constant communication and feedback from stakeholder is the key to designing good service products. As a bridging role, service designers need to be closely connected with stakeholders.
We generated a lot of content over multiple rounds of data collection and iteration and documented it with Miro and OneNote on the go.
How the process later and present deeper content from the clutter of findings and data?
How to balance the needs of multiple stakeholders ?
Future Development
For future developments, we may need to develop a responsive web to meet the market needs, especially to do further research with recruiters. And we can collaborate with other career services and professionals whom gen-Z enjoys following.