ECHELON
UI Design l Branding Guideline l Research
Web-3 Job Searching/Recruiting App Creation
Timeline
6 weeks
Tools
Figma, Miro, Notion, Wix, Slack, Excel
Roles
Product designer l working with other 3 designers (Preeti, Tyrell, Devany D)
Echelon is a talent-sourcing platform that allows companies to find more efficiently qualified talent in specific areas of the industry. The decentralized model will enable companies, recruiters, and talent to deal directly with each other rather than through the traditional process.
The goal is to create a platform for talent to be connected and build their reputation and worth with validations from credible leaders within industries.
PROBLEM STATEMENT
Echelon was in need of developing its first-version mobile app with branding
Echelon was in its early stage, upon joining the accelerator program, Echelon was in need of developing its first-version mobile app in order to improve its online presence and provide a better user experience.
SUCCESS METRICS
How to measure success?
The CEO of Echelon has stated that their business objective, at the moment, was to become one of the top finalists in the Dallas CodeLaunch DFW Accelerator Program, as this would increase the likelihood of their app being developed with support from the program.
Considering the above, the primary measures of success would be:
Developing Echelon’s first mobile app with a great user experience.
Attaining recognition as a top finalist in the Dallas CodeLaunch DFW Accelerator Program.
DESIGN PROCESS
Our approach
I collaborated with three UX/UI designers on this project. Our first step was to create a strategic plan and presented it to Echelon's CEO and in-house designer.
Then, all of us worked together to establish user personas, user flows, a branding style guide, and develop high-fidelity mockups to complete the initial onboarding creation of the mobile app.
Success Results
Create a cutting-edge talent marketplace? Competitive analysis & research comes first
RESEARCH
Following a meeting with Echelon's CEO, it became clear that the company was striving to develop a cutting-edge platform utilizing blockchain technology, which was a relatively new concept for our team. We conducted extensive research on blockchain and familiarized ourselves with Echelon's app development logic. To accommodate the tight 6-week timeline, we proposed conducting a rapid competitive analysis and secondary research.
Secondary Research: What do millennials value the most when seeing a job post?
Millennials (main target group) look for purposes, fair compensation, value skill development, want a coach, seek regular feedback, and value work-life balance in a job.
Competitive Analysis: Echelon’s incorporated matching system & vetting system to the app
Our primary goal was to develop a comprehensive understanding of Echelon's direct competitors' key features, while simultaneously identifying Echelon's unique strengths.
We also dedicated time to comprehending our target users, who comprise community leaders, general talents, and talent seekers (clients) in Echelon's case. Despite the time constraint, we believed that conversing with at least 1 or 2 users would allow the company to gain a deeper understanding of each target user's needs and desires, as opposed to not conducting any user research at all.
We utilized our resources wisely to identify the most suitable user research participants. Ultimately, we conversed with designers (talents), recruiters (clients), and an experienced industry leader (community leaders). We limited each conversation to a brief 30-minute session.
Given the three distinct user groups, we recognized the need to create user personas as a means of improving our understanding of the users and providing Echelon with a useful tool for the future. Utilizing our user research and secondary research findings, we crafted user personas for each target group.
DEFINE
Based on user research for 3 types of distinct users, our team crafted 3 types of user personas
DEFINE
Our team brainstormed possible user stories and user flows for the recruiter persona
Having a user persona allowed us to always refer back to what users need. Based on this information, we were able to move on and come up with user stories for each of the target users, and crafted user flows.
Developing the entire user flows with blockchain technology was challenging, but I persisted
As Echelon is integrating blockchain technology, developing the entire user flows on our own was challenging. Despite the struggles, we persisted and supported the in-house design team in creating an onboarding flow for recruiters, who is one of the platform’s users.
Our team proposed an onboarding questionnaire to be included for the “matching system”
Developing an entire app from scratch is challenging. Our team collaborated closely with Echelon's in-house team to create the first version of the app. We kept Echelon's mission at the forefront of our minds, we thought that a “matching system” like dating apps would better serve the goal of connecting both recruiters and validated talents in an efficient manner based on the secondary research and the trend.
In order to be matched, basic information about an individual must be collected in some ways. As a result, we proposed that an onboarding questionnaire be included as one of the app’s MVP features. Echelon eventually agreed to implement this idea.
Echelon's first version of the MVP features includes:
Onboarding questionnaire
Profile page
Crypto wallet
Gig searching functions
Recruiters & Talents matching system
Validation process
BRANDING
Putting the mobile app creation on hold. Branding guidelines come first
Echelon recognized the importance of defining its branding to appeal to its target market demographics. As the app we were developing would be Echelon's first launch, we devoted considerable effort to crafting its branding guidelines. Our team conducted ideation sessions and employed visual design techniques to create a suitable brand style guide for Echelon.
BRANDING
Echelon got a new logo, new brand attributes, and a new look
Echelon is progressive and innovative, it strives on making meaningful and valuable connections, and it is built on integrity and honesty to foster long-term relationships. Therefore, our team defined growth, relevance, and credibility as Echelon’s branding attributes.
DEVELOP
Continue with the mobile app creation. Transformed mid-fi wireframes to hi-fi screens by applying branding guidelines
As our team was working on the branding guideline, Echelon’s in-house designers went on to develop mid-fidelity wireframes based on the user flows we helped create.
After receiving the mid-fidelity wireframes, we applied brand guidelines to the recruiter’ (user) onboarding flow wireframes and eventually transformed them into high-fidelity screens using brand guidelines. The app is currently under development and is expected for release in 2023.
DELIVERY
Polished the recruiter onboarding flow and delivered it for the Dallas CodeLaunch DFW Accelerator program competition
In accordance with stakeholders' requests, prototyping was unnecessary during the time. The high-fidelity screen mockups were organized by the in-house designers and submitted to the accelerator program.
With only one day left in our internship, we focused our efforts on organizing and polishing the branding guideline before delivering it to the stakeholders as a PDF file. By doing so, we ensured that Echelon's brand would maintain consistency and coherence in its communication across various platforms and media channels in the future.
Impact: Our branding guidelines remains with the company indefinitely
The branding guidelines are currently being implemented across all marketing materials and social media platforms.
“The building guideline you created will remain with us indefinitely.”
OUTCOMES
Echelon be selected as 1 of the Top 6 finalists
Within 6 weeks timeframe, we developed Echelon’s first version mobile app from scratch though there were other tasks to complete.
In partnership with Echelon, our team helped them meet the deadline of the Dallas CodeLaunch DFW Accelerator Program Competition on time, and they were selected as one of the top six finalists.
OUTCOMES
Successfully improved Echelon’s online presence
We applied the new branding to all of Echelon's social media platforms, as well as the first mobile app, pitch deck, and many more social media channels. It was also showcased in the Dallas CodeLaunch DFW Accelerator Program Competition.
Besides the mobile app development, we were also asked to build a one-pager website by using Wix for marketing use. Based on Wix’s built-in analytics tool, since the website launched, in a month, the new website attracted tremendous visitors, with a 250% increase in unique visitors. The site session also increased by 327%.
TAKEAWAYS
While working with Echelon, I led a project for the first time, acting as a liaison between leadership and my team. I scheduled meetings, set up timelines, and established delivery plans.
Through this experience, I learned the importance of clear communication and ensuring everyone was aligned before moving forward to prevent miscommunications and improve efficiency as a leader.
Additionally, I gained experience working under tight deadlines.
Communication is key in a fast-paced environment
Being a leader is never easy
Things may not go as you planned, but adapt it anyways
Being able to adapt to a fast-paced working environment and being able to wear different hats is something I learned through working with Echelon. We joined Echelon with a clear UX strategy plan, but a lot of the tasks we worked on did not always go with what we had planned.
To be honest, I felt frustrated at first, but as time passed, I gradually began to feel at ease by embracing the change and finding alternatives.
TAKEAWAYS
I’d dedicate more effort to research if given more time
Find out who enjoys using the app...
Without conducting research, we cannot be certain whether the initial version of the app meets the needs of our target users. If given more time with Echelon, I would create high-fidelity screen mockups based on our design and run a usability test with participants who fit our target user profile.
This would enable us to determine if the MVP features we selected are essential and whether the user experience is enjoyable.
Time is limited, but if given more time...
Due to time constraints, we were unable to conduct thorough user research. If given more time, I would dedicate efforts to better understanding the pain points and needs of our target users. This would help to create more accurate user personas.
-
SUBSMANAGER
Monthly subscription-based service management tool
-
WORKSPOTTER
Streamlining the Search for Remote Workspaces
-
EARTH HERO
Carbon Emission Action Progress Information Architecture Redesign