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Goodwill

Redesigning Goodwill Career Center Locator

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Deliverables:

User interview reports

User flow
UI UX design
Prototype
Responsive mobile design

Role:

UX designer

Work with UX designers, PM @ Google;
Marketing management team @ Goodwill

Durations:

13 weeks

Launched in Jan, 2023

Goodwill Industries International (GII) is known to most people as a thrift store or donation center, but it’s much more than that - it’s mission is to help individuals reach their full potential through the power of work. In 2020, Goodwill helped more than 120k people with job placement in industries such as banking, IT and health care.
OVERVIEW
Challenges
  1. Job seekers cannot reach a real person to assist with career-related issues, leading to wasted time and frustration.

  2. The current universal locator tool causes confusion for users as it directs different entrances to the same page, covering shopping, donation, and career center.

  3. GII lacks a consistent website template across all local Goodwill websites creating design inconsistencies and user confusion.

Business goals
  1. GII needs to leverage the website to close this gap among the public, and specifically highlight its free career services for job seekers.

  2. GII intends to deliver a new website reflecting leading industry standards and practices, especially mobile-optimized solutions. The redesigned career location tool template should be applied to shopping, donation sessions on all local Goodwill websites.

  3. One key deliverable to redesign the website’s experience for job seekers, with the goal of functionality, simplicity, and rebranding.

Outcome
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Scope

The design team prioritized job seekers' needs when creating the design templates, which were then applied to other sections of Goodwill.org.

  • I led Career Center Locator and Find the Job page redesigning for both the website and mobile.

  • I co-worked on Landing pages and job homepage for both website and mobile.

RESEARCH
Insights on finding the career locator page from Goodwill surveys

I analyzed 32,716 Goodwill surveys that asked users to rate the ease of use for the Goodwill locator tool on a scale of 1-5 with the question “How easy or difficult is the Goodwill locator to use?”, I synthesized scores of 1-3 as "difficult to use" and 4-5 as "easy to use," and provided key insights from user comments included in the surveys.

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Didn't work, plus you have a lot of broken links on your site.

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Will not show me any career center when I input my zip code, even though there is one down the street from me.

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01/

Functionality not working

Key Insights

Users have difficulty getting the desired location information as the filter options and search function on the website do not work well.

02/

Missing location info

Users leave comments that the filter options are difficult to use, and after selecting them, they are directed to confusing pages with no relevant location information, leaving them unsure where to go next.

Heuristic Evaluation

A heuristic evaluation study was conducted with the goal to understand the status quo of job seekers’ user journey on Goodwill.org and to provide actionable feedback and the next steps to address in the design phase and get 6 insights. Started with clicking the “Find a career center” on the menu.
Core task: Find a nearby Goodwill career center
Who: 3 UX designers and 2 UX researchers @Google team
Scenario: "You are in your 50s with a high school diploma, and you feel like you can do more than janitorial work. You feel like you are behind on your computer & digital skills and you need to work with someone (a real person) to tell you what you need to do to get a job.”

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01/

No Call-To-Action above fold

Users might not scroll down beyond the fold and wonder what next steps they should take.

04/

Lack of consistencies

Inconsistent visuals & naming conventions found across the site (e.g. major design components like buttons & banner).

02/

Information architecture issues

The content is not structured and presented in a way that makes it easy and clear for users to navigate and engage with.

05/

Not mobile friendly

Some pages are hard to read on mobile devices (cropped images, high text density with small font, etc).

03/

Clickable elements not recognizable

Users may get frustrated when clickable elements—like buttons—are difficult to spot.

06/

Noise and distractions

Users might not be able to focus on the core content or action on a certain page.

Critical user journey workshop to get know more about users when use location tool

Since some of those studies can be outdated, and different stakeholders could have different understandings of the users, so Google UX related stuff worked together with Goodwill to conduct a two-day workshop to align & define what is most important to our users and the user journey to achieve that goal.

  • 3 lightning talk sessions 

  • 20+ Participants 

  • 4 facilitators

I show the Goodwill location related insights here.

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OPPORTUNITY
How might we redesign the Goodwill career center locator create a friendly experience that makes it easy for job seekers to navigate and connect to Goodwill career centers, and know the free career services at the same time?
IDEATION
Explore the new user flow

Based on user insights and journeys, I developed and tested various user flows for common scenarios,

  1. How do job seekers use the current locator tool?

  2. How can job seekers easily locate and drive to a Goodwill career center?

  3. How can job seekers easily locate and contact the career center to reschedule or inquire about services?

  4. How can job seekers locate the career center and schedule appointments online?

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After synthesizing user flows for driving, calling, and making appointments, I created an ideal user flow that meets all user needs. So the final user flow is above ⬆️

SOLUTION
Wireframe

To enhance the reaching-out-to-consultant workflow, I integrated new ideas and designed simple UIs. For example, a job seeker can begin by clicking 'locate a career center' in the navigation menu on the Goodwill.org homepage.

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1. Landing Page

Highlight the missions
Compared to 90% overall brand awareness for Goodwill, only 40% of people are aware of Goodwill’s mission services. With this redesign, we aimed to help close this gap by highlighting Goodwill’s free, personalized career programs for job seekers.

BEFORE - LANDING
AFTER - LANDING

2. Menu & Fina A Job Page

Bring structure
There’s no time to waste for job seekers, and they need to find what they want with the least amount of effort. We tried to bring a clear Information architecture (IA) to the design and classify the content in an accessible, understandable manner.

BEFORE - MENU
Initial Menu
AFTER - MENU
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BEFORE - FIND A JOB
AFTER - FIND A JOB
Responsive Design - Mobile

A major issue with the current Goodwill.org website was its lack of responsiveness to devices. Knowing from our research that our user base consisted of an older segment more comfortable with their phones. it was crucial for us to create a a responsive design. I was responsible for translating our desktop designs into a mobile prototype that adequately utilized the shrink screen real estate while maintaining our guiding principles of simplicity and scannability.

Usability study approach & participants

A major issue with the current Goodwill.org website was its lack of responsiveness to devices. Knowing from our research that our user base consisted of an older segment more comfortable with their phones. it was crucial for us to create a responsive design. I was responsible for translating our desktop designs into a mobile prototype that adequately utilized the shrink screen real estate while maintaining our guiding principles of simplicity and scannability.

  • Tested on 2 devices (desktop, mobile)

  • 6 job seekers users (recruited by 3P vendors)

  • 6 core tasks 

  • Team: 4 researchers, 1 Designer, 2 PgMs
     

1. Participants could easily browse and explore content

Participants found the design intuitive and easy to understand. They successfully explored the homepage, browse career resources, locate a Goodwill career center near them, and find jobs at Goodwill.

2.  Participants were not fully aware of Goodwill job placement and career services
While most participants were able to easily use and navigate the prototype, some were unclear if the jobs would be affiliated to a position in a Goodwill store/corporate or would be in the general job market.

3. Participants found the information helpful
Participants appreciated salary range information and preferred getting in touch with Goodwill directly to speak with someone about career service offerings.

4. Some users were not compelled by Success Stories
While some participants appreciated the presence of success stories, others thought that this was just corporate speak and were less interested. Participants mentioned including a searchable index of stories to filter on specific themes (e.g. Prison, GED etc)

TAKEWAYS
Takeaways

1. Big picture not only from design, but also think of company business vision

Through my experience in real-world work settings, I have learned the importance of collaboration and communication. When working with different teams and individuals, it is essential to consider their unique perspectives and needs. Making trade-offs to arrive at the best decision is a critical skill in this process. By taking the time to listen and understand the viewpoints of others, we can make informed decisions that benefit everyone involved. Ultimately, effective collaboration and communication lead to better outcomes and a more productive work environment.

2. Work independently and cooperatively with teams simulating

When considering the development of a product, it is important to keep in mind the overall vision and goals, as well as various factors such as ROI, technology, design, communication, and operations. By doing so, we can ensure that the design meets the necessary requirements and has a significant impact on the team and company goals. Ultimately, a successful product requires careful consideration of all of these factors to achieve a desirable outcome that meets the needs of users and maximizes return on investment.

3. Balance the requests from users’ and stakeholders’

In a large company, scalability is a critical consideration in product design. When designing for a large number of users, it is essential to consider the needs of different user types, both in the short and long term. Additionally, it is important to take into account the scale of the data and content, as well as the potential for integrating new tools or plugins in the future. By considering these factors, we can design a product that can adapt to the changing needs of the company and its users, while ensuring optimal scalability and efficiency

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