Reimagine Recruiting - CoAction
︎ Check out a quick sneak peak
What is CoAction? It is a digital social network that allows job-seekers to connect and express themselves transparently and efficiently, professionally. It is a platform that informs and matches job-seekers to the job roles that align with their unique needs.
Tools and Frameworks - Figma, Adobe Illustrator, Business Model Canvas, Porter’s Five Forces, PESTLE Analysis, Blue Ocean Strategy + ERRC
Scope of my work - Design Strategy, UX Research and Product Developement
What is CoAction? It is a digital social network that allows job-seekers to connect and express themselves transparently and efficiently, professionally. It is a platform that informs and matches job-seekers to the job roles that align with their unique needs.
Tools and Frameworks - Figma, Adobe Illustrator, Business Model Canvas, Porter’s Five Forces, PESTLE Analysis, Blue Ocean Strategy + ERRC
Scope of my work - Design Strategy, UX Research and Product Developement
Purpose
The landscape of the global workforce is rapidly evolving, with a shift towards GenZ taking the forefront. Our research indicated that
This significant demographic transition raises concerns about the state of recruitment practices and experiences. It's evident that the current recruitment process is not only highly competitive but also dissatisfactory for a substantial portion of participants.
Furthermore, we discovered a lack of transparency. A recent study by Bixa brought to light a concerning statistic that 96% of young adult LinkedIn users scarcely utilize the platform. As the recruitment landscape continues to evolve, recruitment platforms need to adapt to the shifting dynamics of job seekers, offering experiences that align with their preferences and expectations.
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58% of the global workforce will be comprised of GenZ individuals.
This significant demographic transition raises concerns about the state of recruitment practices and experiences. It's evident that the current recruitment process is not only highly competitive but also dissatisfactory for a substantial portion of participants.
Furthermore, we discovered a lack of transparency. A recent study by Bixa brought to light a concerning statistic that 96% of young adult LinkedIn users scarcely utilize the platform. As the recruitment landscape continues to evolve, recruitment platforms need to adapt to the shifting dynamics of job seekers, offering experiences that align with their preferences and expectations.
Research & Findings
Our primary research methodology encompassed surveys conducted among a cohort exceeding 100 participants. These surveys served as a foundational pillar of our investigation, providing us with quantitative data that shed light on various aspects of the subject. Simultaneously, we virtually conducted interviews via Zoom, engaging 15 individuals from 13 diverse countries.
Subsequently, our endeavors yielded a dataset comprising
Our research design, incorporated both quantitative and qualitative elements, thus enabled a holistic exploration of the recruitment landscape on an international scale.
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Subsequently, our endeavors yielded a dataset comprising
1500+ data points
Our research design, incorporated both quantitative and qualitative elements, thus enabled a holistic exploration of the recruitment landscape on an international scale.
“
I prioritize forming authentic connections and networking to showcase my unique qualities and abilities, transcending the limitations of technology-driven evaluations -- Jobseeker“
The candidate’s characteristics and aptitude are the differentiating factor over excellent skills competency-- Recruiter
“
We desire a feedback-driven approach, hoping for timely responses and open communication from companies to improve the recruitment process-- Jobseeker
Value Positioning
We identified our core target audience as Early career professionals and Recruiters. Our user archetypes reveal distinct characteristics - from recent graduates eager to kickstart their careers to talent acquisition specialists seeking top candidates.
We constructed a comprehensive Customer Value Map to align our SNS (Social Networking System) with the core needs of early career professionals and recruiters. This map illustrates the key jobs users aim to accomplish, whether having authentic connections or active feedback system. It outlines their prevalent pains and frustrations, such as getting ghosted or lack of transparency.
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We asked ourselves tons of "How Might We" questions to get the ideas flowing. How might we help job seekers stand out? How could we make it easier for companies to find that purple squirrel candidate? There were no bad ideas at this stage, we just let our creativity run wild.
Once we had a nice pile of potential features, we took a step back. We mapped them all out based on how much Impact they could have vs how Complex they'd be to build. That's how we prioritized what absolutely had to be there on day one versus what could be a nice-to-have down the road.
We also zoomed out to look at the bigger competitive landscape through the lens of Porter's Five Forces. That helped us see where the real threats and opportunities were in this market.
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We constructed a comprehensive Customer Value Map to align our SNS (Social Networking System) with the core needs of early career professionals and recruiters. This map illustrates the key jobs users aim to accomplish, whether having authentic connections or active feedback system. It outlines their prevalent pains and frustrations, such as getting ghosted or lack of transparency.
We asked ourselves tons of "How Might We" questions to get the ideas flowing. How might we help job seekers stand out? How could we make it easier for companies to find that purple squirrel candidate? There were no bad ideas at this stage, we just let our creativity run wild.
Once we had a nice pile of potential features, we took a step back. We mapped them all out based on how much Impact they could have vs how Complex they'd be to build. That's how we prioritized what absolutely had to be there on day one versus what could be a nice-to-have down the road.
We also zoomed out to look at the bigger competitive landscape through the lens of Porter's Five Forces. That helped us see where the real threats and opportunities were in this market.
Design Opportunities
Through in-depth user research and value mapping, we uncovered the core jobs-to-be-done that our platform aims to serve for two key user groups - job seekers and recruiters. The visual below, encapsulates the core needs underlying our platform's Value proposition for each user segment, ensuring we remain laser-focused on solving their fundamental challenges.
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We identified the core value pillars that our social networking service is built upon. These fundamental pillars are: Authencity, Equality and Transparency. Furthermore, we recognized key enablers and drivers that empower us to deliver on this value promise consistently.
These include: Authencity for “I can Express” | Equality for “I am Valued” | Transparency for “I am Informed”
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This coherent value foundation serves as a strategic northstar for our platform. It ensures every feature, every experience is purposefully crafted to uphold our commitment to these core tenets of value creation for our users.
We identified the core value pillars that our social networking service is built upon. These fundamental pillars are: Authencity, Equality and Transparency. Furthermore, we recognized key enablers and drivers that empower us to deliver on this value promise consistently.
These include: Authencity for “I can Express” | Equality for “I am Valued” | Transparency for “I am Informed”
This coherent value foundation serves as a strategic northstar for our platform. It ensures every feature, every experience is purposefully crafted to uphold our commitment to these core tenets of value creation for our users.
Key Features
For our initial rollout, we prioritized developing high-fidelity prototypes centered on delivering an exceptional experience for job seekers on our platform.
As highlighted in the visual, one core feature is "Soul Kin Matching" - an innovative solution that pairs users with complementary "soul kin" matches based on aligned soft skills. This enables job seekers to authentically showcase their full repertoire beyond just technical abilities.
Another key focus is the "Application Tracking System," designed to radically improve transparency and communication between applicants and prospective employers, reducing the likelihood of candidates being left in the dark.
Additionally, we tried building out a robust "Networking Events" hub, providing job seekers a curated space to discover relevant professional events to expand their networks and skills.
Lastly, our "Gamified Learning" feature gamifies the process of upskilling, allowing users to engage with tailored learning content through instantly gratifying, rewarding experiences that foster sticky habits, especially appealing to Gen Z.
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Low fidelity prototypes of user flows
As highlighted in the visual, one core feature is "Soul Kin Matching" - an innovative solution that pairs users with complementary "soul kin" matches based on aligned soft skills. This enables job seekers to authentically showcase their full repertoire beyond just technical abilities.
Another key focus is the "Application Tracking System," designed to radically improve transparency and communication between applicants and prospective employers, reducing the likelihood of candidates being left in the dark.
Additionally, we tried building out a robust "Networking Events" hub, providing job seekers a curated space to discover relevant professional events to expand their networks and skills.
Lastly, our "Gamified Learning" feature gamifies the process of upskilling, allowing users to engage with tailored learning content through instantly gratifying, rewarding experiences that foster sticky habits, especially appealing to Gen Z.
Low fidelity prototypes of user flows
Prototyping | Usablity Testing | Gamified Learning
“I love this way of learning, I would like to know if the learnings are recognised by the industry"
-- Early Career Professional
︎︎︎︎︎
“I love this way of learning, I would like to know if the learnings are recognised by the industry"
-- Early Career Professional
︎︎︎︎︎
Prototyping | Usablity Testing | Recruiter’s Navigation
“I like the effectiveness of the card view, it makes me evaluate better"
-- Recruiter
︎︎︎︎︎
“I like the effectiveness of the card view, it makes me evaluate better"
-- Recruiter
︎︎︎︎︎
Business Acumen
To ensure a comprehensive assessment of our platform's business viability, we employed the balanced scorecard framework. This holistic approach enabled us to evaluate our identity attributes and ensure strategic alignment across all perspectives.
Additionally, we leveraged the Blue ocean strategy to carve out an uncontested market space for our SNS (Social Network System). This positioning analysis highlighted significant opportunities, even in the saturated recruitment landscape.
The digital recruitment industry's projected growth trajectory reinforces this immense potential.With a market size of
$31.3bn in 2022 << $58.1bn in 2030
the total addressable market we've estimated stands at a staggering$38.6 billion in 2030.
To develop, describe, and analyze the business model for CoAction we used the Business Model Canvas as a strategic management tool that provides a visual framework based on the book "Business Model Generation."
Innovation Outlook
Our innovation roadmap for CoAction's Phase 1 launch is guided by set of success metrics tailored to deliver transformative value to both recruiters and job seekers.
By decreasing average recruitment time by 30%, increasing successful hires within 3 months, and boosting employee retention by 20%, we're revolutionizing the entire hiring lifecycle. Furthermore, our goal of achieving 90% job matching accuracy alongside a 15% uplift in the application-to-hire ratio underscores our commitment to precision and efficiency.
These quantifiable targets collectively show CoAction's potential to reshape recruiting into a seamless, optimized experience for all stakeholders.
Learnings
This comprehensive project was an invaluable learning experience that reinforced the criticality of the three core design thinking tenets. Desirability insights from exhaustive user research and value mapping showed authentic customer needs, enabling us to architect resonant solutions. Simultaneously evaluating Feasibility through capabilities assessments ensured our concepts were grounded in technical realities for prioritized execution. Moreover, applying strategic frameworks like the balanced scorecard and blue ocean strategy objectively validated the substantial market Viability.
Collectively, this trifecta of desirability, feasibility, and viability analyses fostered an objective, customer-obsessed approach to concept ideation, allowing me to maximize value creation potential. These learnings will be instrumental as I forge ahead.
Collectively, this trifecta of desirability, feasibility, and viability analyses fostered an objective, customer-obsessed approach to concept ideation, allowing me to maximize value creation potential. These learnings will be instrumental as I forge ahead.
Project Info
10 weeks
Master’s Project 2023
Design Innovation Development
Prof. John Storey Visiting Mentor - Gabi Lannings
10 weeks
Master’s Project 2023
Design Innovation Development
Prof. John Storey Visiting Mentor - Gabi Lannings
Team Members
Devika Menon
Disha Shah
Shravya Deswal
Tanuj Bisht
Zebayesh Lamak
Devika Menon
Disha Shah
Shravya Deswal
Tanuj Bisht
Zebayesh Lamak
My Role
Design Strategist
UX Researcher
Product Designer
Design Strategist
UX Researcher
Product Designer
Influence and Outcomes
Project outcome was posted on LinkedIn(A direct competitor) made more than 3054+ impressions with multiple reposts.
Also, submitted at the prestigious UX Design Awards 2024.
Project outcome was posted on LinkedIn(A direct competitor) made more than 3054+ impressions with multiple reposts.
Also, submitted at the prestigious UX Design Awards 2024.