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<div>ersity

"Client Project"
Problem

<div>ersity has experienced 200 user visits to their site but there is little to no conversion in signing up. Also, many companies who have agreed to partner with <div>ersity haven’t completed the company profiles.

What are the barriers users experience when signing up and filling out employee and company profiles?

Research Plan & Methods

Project Timeline

Three weeks

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Stakeholder’s Mission: 

Change the face of tech by creating equity in the workforce by presenting a platform that empowers diverse tech talent to voice the work experience anonymously. Our goal is to create equity in the workforce by connecting other diverse people in tech to companies that value diversity and inclusion. 

 

Goal

  • Identify user pain points (Companies and Employees)

  •  Figure out if <div>ersity is a platform, a service or both.

 

Research Questions

  • Why are employees coming to the site but are not signing up?

  • Why are companies saying they want to strive for more diversity and inclusion but are not taking the necessary steps to do so? i.e. Filling out company profile

  • Why are words and actions disconnected?

  • What motivates companies to invest in   D&I ?

  • What creates the urgency for companies to improve their D&I?

Method

  • Usability Tests

  • Competitive Analysis

  • Site Audit

  • Interviews

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  • Create a competitive business analysis(5-6 companies)

    • What are other companies doing?

    • Are they a service, a platform, or both? How is it presented?

    • How are they contacting companies?

    • How are they interacting with employees?

    • Where are their job postings?

    • What kind of diversity are they advocating for?

    • Is there a cost?

 

  • User Interviews/Usability Studies- (Employees and Companies) Over zoom meeting 30 minutes each

    • CTOs/Senior Engineers(company rep- 2 participants)​

    • D&I Leaders(company rep- 2 participants)

    • Developers (Employee 3 participants)​

  • Psychograph- Will get information based on user interviews from each group.

    • Attitudes

    • Behaviors
    • ​Interests
    • Values
    • Opinions

Users​

  • Companies (People who are responsible for hiring or need to understand D&I.)

  • Employees (Developers)

  • Create a psychograph

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Protocol

  • User Interviews- 4 people in each group (30 min long) May record interviews and will ask for permission beforehand. Otherwise, will take notes only.

  • Usability Studies- (Employees and Companies) Over zoom meeting

 

Success Metrics

  • Identifying the pain points of companies and employees

  • Have recommendations on actionable ways to address issues.

Demographics

  • Eight interviews

    • Four D&I leaders

    • Four CTOS/Senior or Lead Engineers

  •  D& I Leaders

    • Two cisgender women

      • One identifies as white, one identifies as Asian

    • One cisgender man

      • Identifies as Asian (Chinese)

  • CTOS/Senior or Lead Engineers

    • Four cisgender White women

    • One of four identify as Pan-sexual

    • One of four identifies with a Neuro-disability (depression & ptsd)

    • Two of four work in small companies that do not have D&I programs or employees

    • Two of four work for large companies of 200 or more

Next Steps & Recommendations

  • Define a value proposition and show value (Add pictures, incite emotions)

  • Remove company profiles that are not complete and put those companies in a section of “companies we work with”

  • Recreate questions in company profile so they are more general and anyone with vast company knowledge can answer or CEO (Nina)  interviews multiple people in the company in person or over the phone for this information (As a paid service). 

  • Clearer call to action buttons, “Join to Apply and See More Jobs”

  • Create an easier way for companies to update parts of their profile like job posts or logo.

  • Iconography in jobs post to make scannable of what a diverse employee is looking for. Checkboxes or a sign of vetting.

  • Make the website url simple and easy to remember.

  • Show user story to incite emotion.

  • Also how <div>ersity decides which companies to work with(show transparency)

  • Job post should clearly define (icons would be helpful here) benefits, company values- on every job post so user’s do not have to refer back to company profile.

  • Edit UI on jobs section and companies section so words are not cut off.

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