Design Challenge

Human-Centered Design

The project team utilized a human-centered and collaborative process to understand and define social problems, identify opportunities and generate ideas, and make tools that support positive change.

Research Recap

We talked to, observed, and learned from both MOED staff and job seekers to understand their needs and desires and identify areas of opportunity.

Guiding Questions

1. What is the current experience for job seekers and staff workers?

2. What barriers have residents faced during the job-seeking process?

3. What do job seekers imagine their ideal job-seeking experience might look like

Methods

• Workshop with MOED staff to collect current bright spots and pain points

• Secondary research and readings on structural barriers to employment in Baltimore

• Inspiration from peer cities, like Detroit, Chicago, New York, etc. 

• Interviews 

Interview Summary

Job Seekers Personas

Personas are fictional characters that represent a type of user or customer of a service or product. These characters were created based on a synthesis of data collected about Baltimore job seekers. Themes or trends that emerge from this research reveal shared bright spots (+) and pain points (-) that job seekers experience. No one persona is based on just one person—instead, each persona is an amalgamation of multiple individuals. By creating personas based on research, we can better understand job seekers’ needs, behaviors, motivations, experiences, and goals.

Design Principles

Next, the MICA team developed five design principles based on what we learned from the research. Together, the design principles formed a framework to guide the team through the rest of the HCD process, through ideation, prototyping, and implementation. 

Ultimately, these principles served as important reminders that kept us on track as we brainstormed ideas with MOED staff and job seekers.

Synthesis

Due to the COVID-19 pandemic, the Practice-Based Studio was shifted to the online class. The MICA team digitalized every data into the Mural platform and grouped them into common themes to find opportunities to generate ideas. 

Journey Map

This journey map illustrates common activities that many job seekers may face as they navigate paths to job training and employment. Organized in three phases, these activities are accompanied by key insights, or “moments that matter”, which can impact job seekers’ experiences at various points throughout their journey. 

While each job seeker is undoubtedly unique, there are moments that many of them may share. Different job seeker personas will encounter and respond to these moments in various ways that speak to the depth and breadth of their distinct experiences.

Design Ideas

The insights and opportunities outlined in the journey map were then shared with MOED staff and job seekers through virtual brainstorming sessions and an online survey. Participants were asked to contribute and brainstorm ideas.

The MICA team then worked to create tangible representations of the design ideas and give them form as prototypes. Initial prototypes were developed using low-fidelity tools and gradually became more detailed in higher fidelity iterations. 

Final Design Ideas

The following images showcase the final design ideas inspired by ideas, suggestions, and feedback from both MOED staff and job seekers.

1. MOED rebranding & Public Ad Campaign

MOED staff members wanted to redesign the brand identity of MOED to better illustrate what MOED does. BmoreWorks is designed for all city residents to maximize their career potential, and all employers to have the human resources to grow and prosper.

Many job seekers we talked to expressed that the Career Centers are often associated with younger people and people who have been previously incarcerated. The MOED rebrand and public ad campaign aims to shift this perception by featuring the faces and stories of Baltimore residents of different races, genders, ages, education levels, neighborhoods and interests. 

NEXT STEPS

• Work in-house or issue a request for proposal for minority-owned businesses or freelancers who may be interested in rebranding and/or developing a full public ad campaign for the Career Centers. 

• Identify indoor and outdoor spaces with high visibility across Baltimore where potential job seekers may encounter these ads (e.g., bus stops, banners, billboards, storefronts, etc.). The ads may include a call to action that directs visitors to a main website, list of services, or helpful contact persons.

2. MOED YouTube Channel

Several job seekers also suggested promoting “success stories” across social media to enhance the perception of the Career Centers. Expanding on the existing blog posts from MOED, we developed an idea for a YouTube channel and series featuring success stories from job seekers of various backgrounds and sectors. Videos from this series can be regularly shot and produced, then shared widely on social media (e.g., Facebook, Instagram, LinkedIn, Twitter, etc.).

NEXT STEPS

• Create a YouTube account and partner with local content creators and/or videographers to produce the YouTube series. 

• Leverage MOED’s network of job seekers by inviting new and longtime visitors to participate in or co-create the series.

3. MOED Mobile Website Redesign

One common refrain we heard was that the Career Centers offer a variety of services that are not being widely publicized. The MOED mobile website redesign was conceived in response to this information gap. 

The app focuses on popular resources and features a “How do I…?” drop down menu featuring common questions and tasks. For example, tasks like registering for orientation, are highlighted and displayed step-by-step, including what to bring and whom to call for assistance. Content specifically targeting first-time visitors is enhanced by callout sections with success stories. Personable, yet informative, language is used throughout the app.

Why mobile? A 2019 Pew Research study showed 17% of households do not have broadband Internet but own smartphones. Furthermore, 26% of adults who earn less than $30,000 annually rely exclusively on smartphones. Therefore, designing for smartphone-dependent households becomes a priority.

NEXT STEPS

• Work in-house or partner with a mobile designer and developer to redesign the mobile experience for job seekers.

• Collect feedback from job seekers about the experience, including usability, design and overall content.

4. Virtual Eastside Career Center

Through our conversations, we learned that job seekers are expected to come to the Career Centers prepared, but information they need is not clearly communicated. To address this, we developed the idea for a website tailored to first-time visitors who may have questions about what to expect during their first visit. It features a virtual tour of the Eastside Career Center, a checklist of items to bring, transportation tips, success stories, contact information and a feedback form.

NEXT STEPS

• Using a template or coding from scratch, develop a website highlighting information that job seekers need when preparing to visit the Eastside Career Center (other Career Centers in Baltimore can also have their own pages). 

• Collect feedback from job seekers about the website, including usability, design and overall content. 

• Link the website to the mobile app. The website and mobile app can be developed in tandem and launched as a complete package.

5. Interior Redesign & Self-Serve Coffee Bar

We often heard from job seekers and staff members that the interior of the Career Center felt outdated and unwelcoming. Redesigning the spaces to look and feel more modern was a suggestion shared by many people we interviewed. 

The self-serve coffee bar is one inexpensive and simple way to address job seekers’ requests for a more inviting space. Stationed in the greeting area near the entrance, the coffee bar offers different coffee and tea options, as well as snacks for visitors. Adjacent to the coffee bar is a comment box where visitors can leave feedback about their experience.

NEXT STEPS

The following suggestions are tiered from least to most expensive:

• $ – Design or commission new posters to display in the Career Centers. Examples: job seeker spotlight, staff spotlight, motivational messaging, quick tips for success, “Did you know…?”, etc.

• $$ – Repaint the interior walls of the Career Centers (i.e., with solid colors, accent walls, patterned walls). This could be an opportunity to engage a local artist and solicit suggestions from community members about the color scheme or preferred artwork and designs.

• $$$ – Rearrange and strategically purchase pieces of new furniture (such as waiting area chairs, computer desk/cubicles, etc.) to make the Career Centers feel more open and inviting. Redesign the Career Center signage or awning for display inside and outside the building.

• $$$$ – Commission longer term construction projects to dramatically change the space inside and outside the Career Centers. Examples include: eliminating walls between rooms to open up the space, expanding the usable outdoor areas and parking lots, updating lighting fixtures, adding large windows, replacing flooring and carpeting, etc.

6. Welcome Kit

Having a genuine relationship with job seekers is important, but it’s hard to build trust in MOED’s environment in such a limited amount of time. We developed the idea of a “Welcome Kit,” offered to job seekers the first time they come to a Career Center, to help build that trust. It lets job seekers know that MOED appreciates them and is interested in their success. 

7. Wellness Workshops

Mental health and physical wellness were identified as pillars of a supportive network for job seekers. Knowing that the Career Centers have flexible spaces to accommodate a variety of events and classes, we came up with the idea of hosting Wellness Workshops for job seekers and community members. These themed workshops feature group activities promoting general health and wellness for all ages and abilities (e.g., yoga, meditation, aerobics, etc.) and offer additional resources to participants for continued wellness.

NEXT STEPS

• Partner with local studios or organizations to host these workshops and attract participants.

• Create a regular schedule of classes with marketing and outreach.

8. Networking Night

MOED offers advice on networking and connecting to people, but there’s no way to practice this in a real-world way within the confines of the Career Center.

A Networking Night could offer job seekers the opportunity to network with other job seekers and professionals, building a network of support and connection.

NEXT STEPS

• Develop specific themes or topics (e.g., professional fields like construction, or specific backgrounds like veterans) and invite relevant guests.

• Cross-promote and connect the topics and events to existing MOED workshops.

9. MOED Membership Card

Job seekers expressed feelings of loneliness or isolation during the job seeking process. The MOED membership card is an opportunity to welcome job seekers into a supportive network, where they can receive special benefits through their involvement in Career Center events and activities.

NEXT STEPS

• Create accounts and cards for members.

• Incorporate into the orientation process. 

• Collaborate with local business, nonprofits, and community leaders to generate benefits that card holders can access (e.g., discounts at local businesses, free headshots, professional attire on loan for interviews, etc.).

• Present the membership cards as part of a “Welcome Kit” for job seekers that can also include tailored resources, like an event calendar, tip sheets, vouchers, etc.