Somos21 Presentation - UX Client

SOMOS 21 Presentation

Chris Wood | Suma Kolanooru | Bridge McManus | Aomi Ito

AGENDA Discovery ● ● ● ● ● ● ● ●

Research Existing Opportunities User Analytics Data Facebook Analytics 1-1 Interviews Insights Personas Journey Mapping

Design ● ● ● ●

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Ideation Workshops Sketching MVP Prototyping & Testing High Fidelity Storyboarding Blueprint Next Steps

SOMOS21 Website How Might We show the value of Somos21’s online community in order to increase engagement and generate revenue from memberships?

Research What do existing networking opportunities look like for Latin Americans in Australia?

Existing Networking Opportunities UNIVERSITY & NFP GROUPS

University scholarship programs

Consult ANZ helps Civil Engineering and Construction Professionals find suitable employment

Existing Networking Opportunities SOCIAL GROUPS

Facebook group “Sydney Latin American Film Festival”

Facebook group “Latinos in Melbourne”

Existing Networking Opportunities PROFESSIONAL NETWORKING GROUPS

Facebook group “Latin Engineers Australia”

Latin Career Club Connecting Latin Americans with job opportunities

The Outlook For Latin Americans in Australia ONLINE ARTICLE RESEARCH

“Language skills and recognition of qualifications are no longer barriers”

“The new and highly qualified Latino communities have to reassert their credentials in the local employment market; they also need to develop social support networks that help to ease their political, economic, and social integration into Australia.”

Australia National University, 'Australia and Latin America: Challenges and Opportunities in the New Millennium, https://press-files.anu.edu.au/downloads/press/p286941/html/Ch07.xhtml?referer=&page=14, (accessed 23 March 2020).

User Analytics Data: Visas Analysed database of Somos21’s HiveBrite members

516 Users from Latin America & living in Australia

169 Specified their Australian working rights

User Analytics Data: Demographics Analysed database of Somos21’s HiveBrite members

29 years old Average age of students on sign-up

53% male Colombian is the most predominant nationality

User Analytics Data: Demographics Analysed database of Somos21’s HiveBrite members

34 years old Average age of professionals on sign-up

52% male Colombian, Chilean and Mexican are the most predominant nationalities

Facebook Analytics SOMOS21 FACEBOOK GROUPS - 2019

Job and event posts produced the most activity 450 Number of users who

3884 Number of users

viewed job posts

who viewed event posts

24 Number of

378 Number of

engagements for job posts

engagements for event posts

Insights Interviews with Latin Americans who have lived in Australia & volunteers from Somos

Insights INTERVIEWS WITH LATIN AMERICANS

We spoke to Latin Americans who have lived in Australia to find out about their experiences

"I moved to Australia in search of a higher quality of life" Lucas (Chile)

"It is helpful to know someone who is from here … to guide you, ideally Australian" Mila (Peru)

"... it's not that easy being a student and then gaining a job you want" Fernando (Colombia)

Insights KEY INSIGHTS FROM INTERVIEWS WITH LATIN AMERICANS ●

They sometimes find it difficult to make deep connections with Australians.

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They think the Latin community / "people from home" put up their hands quicker when someone is in need of help.

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Those that came to study felt they were offered support from Universities, but that more customised support could be made available.

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Their level of English and understanding cultural differences impacted how easily they were able to integrate.

Insights KEY INSIGHTS FROM INTERVIEWS WITH LATIN AMERICANS ●

Connections with other people were driven more by shared values and things in common rather then where they were from.

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The distance from home was not seen as a strong enough deterrent, when compared to a favorable climate and cost of living/studying (ie over Spain, US, Canada etc).

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Key barriers to transition were lack of English language and realities of not having full working rights.

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Interviewees felt the Australian community would be a great resource for new arrivals around the day to day life - perhaps more so than like minded immigrants from Latin America.

Insights INTERVIEWS WITH SOMOS VOLUNTEERS

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Its remote work "very loose" "not a whole lot of structure"

The Volunteers drivers for participating are often driven through a personal / emotional connection

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Volunteers would benefit from a stronger framework in order to give back to the organisation

"I struggle to

know what to do sometimes... …...Self motivation.”

Synthing GATHERING DATA FROM INTERVIEWS AND CREATING THEMES

DIFFICULTIES IN TRANSITION

POSITIVES IN TRANSITION

Secondary Persona Jose from Mexico on a working holiday visa

Jose.pdf

Secondary Persona Andrea from Chile on a skilled migrant visa

Andrea.pdf

Andrea.pdf

Secondary Persona Sarah from Australia Somos Volunteer

Sarah.pdf

Sarah.pdf

Primary Persona Miguel from Colombia on a student visa

Miguel.pdf

Miguel.pdf

Journey Map Miguel’s experience moving to Melbourne

Miguel’s journey map.pdf

Focusing on Miguel’s Pain Points

Problem Statement “How might we help Miguel find work in his industry”

Ideation Crazy 8’s Workshop

Crazy 8’s Workshop 2 ROUNDS OF IDEATION SESSIONS

“How might we help Miguel find work in his industry?”

Crazy 8’s Workshop VOTING ON THE IDEAS

MVP

Our MVP lead us to focus on how we could improve the existing job opportunities feature on Somos21.org for Miguel.

Testing Current State SOMOS21 SITE

Miguel creates an account

Miguel validates his email and creates a profile

He accesses job opportunities

Miguel applies for the job

He views a single job

Miguel filters jobs in his location

Testing Current State SOMOS21 SITE

First Impressions on the site "It doesn't give me the impression that it's the kind of place where you would find a job."

"It's just happy people in a party."

“I don't understand what they are offering.”

–Lucas

“I’d prefer to see a photo of my city instead of people having fun.”

–Mia

Testing Current State SOMOS21 SITE

Where would you go to look for jobs?

“No clue” –Lucas

4 out of 4 testers couldn’t find out where to find job opportunities

Testing Current State ONBOARDING

Verifying account

"How long does it take to get a verification email? I don't think I will get it today."

–Nilsa

“some of these email verification services take forever" –Lucas

Testing Current State ONBOARDING

Verifying account

2 out of 3 testers became frustrated by how long it took to receive the email

1 out of 3 testers became frustrated trying to find the “Verify email” button

Testing Current State SOMOS21 SITE

First Impressions on Job Board

"These are not in Melbourne" –Mia

“I thought this would show me jobs here in Australia” –Lucas

“Why jobs from Peru are here? I want jobs in Melbourne.”

–Nilsa

Testing Current State SOMOS21 SITE

First Impressions on Job Board

3 out of 4 testers were expecting to see jobs in their current location 3 out of 4 testers couldn’t apply filters 4 out of 4 testers wanted a search bar

Prototyping Based on the current state, a prototype was created & user tested

Prototype features HERO ELEMENT WITH DUAL CALL-TO-ACTION

“Fortunately, now it's very easy to find”

–Juliana

6 out of 6 testers could work out where to access jobs

“Very professional. It looks so neat” –Damien 3 out of 3 testers had a positive first impression

Prototype features LOGIN FORM WITH USPS

“I want to see the value of what they're offering" –Lucas

Prototype features OPPORTUNITIES PAGE

“It is perfect - I like it, I like it so much” –Juliana

6 out of 6 testers could apply the filters 5 out of 6 testers had a positive first impression of this page

Prototype features OPPORTUNITIES PAGE

3 out of 3 testers said the information in the job summary was useful “I love that it has the visa requirements!”

–Laura

4 out of 4 testers wanted information on salary and experience required 3 out of 4 testers wanted information on which visas the employers would accept

Prototype features OPPORTUNITIES PAGE

“I want a way to look for part-time jobs”

“I want to be able to filter by visa requirements” –Frank

–Lucas

“That's really cool!”

–Damien

Prototype features SINGLE JOB DETAILS POP-UP

3 out of 7 testers wanted to see the contact details of the employer

“I like that it has the contact information” –Laura

“I like that it appears as a pop-up page” –Juliana

Service Design People, Products, Processes & Partners

Area of Opportunity To uncover and nurture the wider skillset of the Volunteers, providing a pathway for them to grow within Somos21.

This will assist members in their search for part time work.

How Might We -HMW grow our student base into professionals -HMW foster greater communication between the chapters -HMW we turn onboarding into a longer term relationship/experience -HMW we leverage the talent and enthusiasm of our Volunteers to grow our offering

Service Design Ideation : https://app.mural.co/invitation/mural/personal4992/1585525754341?sender=bridgettemcmanus23223&key=3112bcd5-e f1b-4b6a-aa37-4ac6fd980478

Service Design Storyboards : Sarah-https://app.mural.co/invitation/mural/personal4992/1585611040093?sender=bridgettemcmanus23223&key=0706 b574-f99b-4806-9fbb-b365a1738799

Service Design Storyboards : Miguel-https://app.mural.co/invitation/mural/personal4992/1585611086536?sender=bridgettemcmanus2322 3&key=f705edae-1914-44a8-8004-f361c2860332

Service Design Blueprint https://app.mural.co/invitation/mural/personal4992/1585700990717?sender=bridgettemcmanus2 3223&key=c59394c8-82d3-4dbb-9ef7-992a1f1ba6ea

Service Design Blueprint Detail : Onboarding - > Hand Up Program - > Content is King Pathway https://app.mural.co/invitation/mural/personal4992/1585804393899?sender=bridgettemcmanus23223&key=60e94980-bf23-4aaf-8e43-67f0ef311b61

Possible Success Measures - Increase in Volunteer job satisfaction carried out via survey every 3 months - Longer retention and growth cycle of Volunteers - An increase in B customers advertising for help in Part Time job area - An increase in C customers engaging with job network and being successful

Next Steps Suggestions for improving Somos21

Next Steps : Service Design ●

Gather interest for a formalised Hand Up program.

This may involve creation of simple survey or an ideation session with the chapter / Volunteer leads across the network.

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Hivebrite. Map out what our ideal Volunteer profile would look like on the platform. Research/assess the existing capability of Hivebrite in creating artefacts such as Visual Business card, Dashboard, Skillset management Formalise Onboarding/Orientation strategy for Volunteers (and members)

Next Steps : Service Design ●

Research how to best manage Volunteer availability (3rd party booking system/calendar etc) and what the offering of help could look like across the chapters

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Look into raising awareness on website/homepage about Volunteer opportunities (? offering free membership).

Calling out for Content creators and Ideas minds !

Next Steps : Somos21 Platform -

Curate job opportunities relevant to Miguel

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Categorise events, e.g. professional, cultural, community.

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Sell the value of the events

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Reduce friction in the onboarding process

Next Steps : Somos21 Platform -

Keep in mind that everyone may not be familiar with the benefits.

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Conduct more research into the SOMOS21 users to identify other pain points.

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3 out of 11 testers commented on the header having too many links. Research which pages are most accessed on the platform and move less commonly-used page links out of the header

Thank you!