UX Research Case Study — Finding a Better Way to Guide your Career

Role and Technology


  • Problem statement

Stage 1 — Understand

  • 5W Question to understand the problem statement
  • Desk Research
  • Primary Research


  • User Set
  • Empathy map
  • Persona
  • HMW Questions


  • Low Fidelity Wireframes
  • High Fidelity Wireframes


  • Final UI Screens


  • User Testing
  • Refined Prototype
  • Retrospective

Problem Statement:

Research problem statement:

5 W’s Exercise to understand The problem statement Better:

Stage 1 — Understand

Secondary Research / Desk Research

Factual / Statistical Insights

Source link — https://www.indiatoday.in/education-today/news/story/93-indian-students-aware-of-just-seven-career-options-what-are-parents-doing-wrong-1446205-2019-02-04

Behavioural Insights (Triggers/Barriers)

Based on the desk research we can conclude that there is
◘Business need and it is so obvious in terms of career counseling
◘ Users — students lake knowledge and assistance of their career
◘ Students need assistance in either setting the goal or have a broad idea of what they wish to do but need assistance to plan it end to end.

♦♦ Why I wanted to interview a career counselor♦♦

◘ Insights from the career counselor

  • Whenever we help them to identify their strengths, values, and interests, and if the results conflict with their desire, they become depressed and unable to accept any suggestions or feedback

Students mostly go ahead with one career option but when it comes to reality anything might happen so I always advise and give my students a second option based on their strengths. This could help them to tackle any last minute surprises.

  • Plan B should always be available if plan A fails, so that the kids do not feel that their lives are over and become suicidal. Most of the kids I know struggle with thoughts of suicide when plan A fails. Because they are very self-critical and underestimate themselves.
  • During this pandemic, students of 2019–2021 are very vague in terms of setting their career goals because they are destined to socialize among their peers. This also contributes to their depression.

Most of the kids are pretty sure of what they want to pursue but not really know how to root map their goal to achieve it. So I mostly give guidance on what skills they need to acquire and acquire them without harming their choices.

  • According to me students first get inspired by their parents followed by teachers and surprisingly spiritual inspiration.
  • I have worked across multiple ranges of schools, from government to international schools. My opinion is that students in international boards are very clear in setting their goals compared with other board students, and that is solely because they have been given career development education from grade 9. So they are well aware of all the career opportunities and more importantly they have time to think, analyse and then decide upon their career.

I find most of the students very smart and multi talented irrespective of their schools and boards. The difference i see here is students who lack information as well as proper guidance from parents and teachers

Target users

Top Insights that stood out from the user

  • Some users feel confident in relying mainly on their parents’ decisions
  • Some users decide on their own and seek approval and suggestions from their parents.
  • Students choose careers based on their interests and strengths. Based on their past achievements, they discover what their strengths are

“Students are confused while searching information related to their career because they are over whelmed with a lot of data”

  • As a result of not giving enough time to decide, users undergo a great deal of mental agony and frustration while making their career choice. Most students have their career discussions during their 10th grade.

Users want to know how the actual work will be and they want to try it to see if they are interested.

They are interested in learning skills that could contribute to their career development.

Key verbatim from the users


User Sets

  1. Parent Driven ( Dependent ): She always depended on her parents for any sort of decisions and not much aware of other career opportunities. she is also confident about her parents decision on her career choice because she feels her parents decisions are much better then hers.
  2. Self Driven ( Explorers ): She is always in search of opportunities and tries a lot of stuffs this eventually helped them to find out their passion but lacks guidance and get confused when she is overwhelmed with information and don’t know how to go about.

Empathy mapping

Creating a Persona

HOW MIGHT WE Questions


◘ IDEA 1:

◘ IDEA 2:

◘ IDEA 2:





  • Major focused problem is first solved in the customized profession page
    1. helping the user to learn skill which will help in her profession life
    2. Helping her to find internship to gain work experience along with her studies.
  • Her need for assistance to find out the best options for choosing universities and reliable information related to her field is also solved here
  • Here we have provided options to know other opportunities to which could also be perused based on the user specialization — This will give her the knowledge and comparison between the career options and also to have a second career option as well.
  • The app also provides connecting with a counselor option when ever the user needs personal assistance.


  • The user will come to know the top required skills for them to be successful in their career
  • we are also giving them “test your skills” option for them to know their level of proficiency



  • The result screen will be a motivation for the user to develop him self
    which will eventually help him in his career as well as to the society for resolving the skill gap exist in the industry


  • There are many employers will most likely have their own age restrictions set at 16 years old or above because there are many laws regulating the number of hours and type of work children below 16 can do. so it is important to filer data along with some common fields like job location, nature and duration of work.
  • Once when the inputs are got from the user the data will validate and show only the employers who are willing to take those candidates who are below 16 or above 16 based on the input.


  • The user will get clear and right opportunity for him to choose for and apply for the same.
  • Every employers offer is listed using accordion list type where if the user is interested he can use the apply option
  • The user finally finds his work opportunity in a click away.



♦♦ List of career screen ♦♦

♦♦ Customized Career Screen ♦♦

  1. Helping the user to know what actual skills is needed to be successful in his career.
  2. Get the user internship opportunity to experience the world of work.
  3. Getting all the information related to the users career choice like in terms of where to study (university finder), dates of entrance exams which the user should be aware of (Important dates ) and other information will be covered in informative blog section.
  4. If the user wants any personal counselling session for clarifying any doubts, confusions in terms of career choice he can connect with a professional councilor from “Talk to our Advisor” section
  5. Since our user are not much aware of other career options in their specializations we will give him the opportunity to know them too. this will either give him the confidence about his choice or even he could switch his interest to another career. In either way he is taking informed decisions about his career.
  1. By providing the required skills feature to a user the business can actually make business by selling the suggested course to him and also increases the user engagement and retention inside the App.
  2. By helping the user to find internship we are creating a new opportunity for the E-learning providers to venture into a new concept of job portal.

♦♦ Skills Required Screen ♦♦

♦♦ Test Your Skills screen ♦♦

♦♦ Result screen ♦♦

  • This solution is actually helping in terms of user engagement and user retention as well.
  • Suggesting a course to the user, will definitely improve the business opportunity because the E-Learning App is already into teaching the academics of the user, now the business finds opportunity to introduce skill development course as well.

♦♦ Gain work experience screen ♦♦

♦♦ List of firms screen ♦♦

♦♦ Resume upload screen ♦♦

Stage 5 — Testing

User 1

  • The course suggestions on the result screen could be more prominent
  • Language option can be included.

User 2

  • Instead of star rating we can give score for clear understanding
  • We can add job requirements on the list of firms page

Refined Prototype




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