The challenge:


To redesign the National Career service.


We needed to:


  • To help users identify which career might be best suited to them
  • To be able to learn about a specific career in depth to be able to make informed decisions.
  • Help users understand how to get into a certain career

What did I do?


1)  I spoke to 87 users.


Types of users included: Students, recently unemployed, parents returning to work, recently made redundant, long term unemployed and people wanting a career change.


Types of research included: Face to face interviews, Call centre listening, pop up research, guerrilla research. Locations: Coventry, Newcastle, Gateshead, Birmingham.



Interview to find out what someone needs from a career service.


2) I began grouping and mapped all the users.


I mapped our users on a matrix based on their knowledge regarding their career path and confidence. This helped us begin to understand what different user groups needed from a career service.



Our user matrix map.

3) Understanding what solutions would solve each of our users and their needs.


I created a physical map that demonstrates the needs of our personas and what will help satisfy them. It facilitated several workshops where as a team we discussed and validated the map.


The physical nature of the map (wool and post its) allowed us to modify it as and when needed. The map also uncovered several clusters highlighting how the needs of multiple personas could be addressed by a common solution.


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I then used the analogy of an underground tube map to convey that users may ‘hop on’ and ‘hop o ’ at several points in their journey based on their needs. This analogy also served well when communicating the service, it’s users and needs to wider stakeholders.


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4) Collaborative designing







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