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BACKGROUND

From the age of 16, key decisions at school can influence A-Level, university, and career choices. 

 

According to research:

  • Only 47% of young people aged 14 to 18 believe they have received adequate career guidance as part of their education.

  • Over 500,000 students believe they may have chosen the wrong course to study at university. 

Having launched in 2018, thinkHER ambition exists for young women aged 14- 24 to develop their skills and empower them to become next-generation leaders. The ultimate goal is to close all educational gaps and guarantee her a brighter future. 

 

Having run many successful events in partnership with schools and companies, the next step for the enterprise was to launch an app.

PROJECT BRIEF

The aim of the project was to run discovery sessions to explore pain points of current female students. 

ROLE

User Experience Researcher and User Interface Designer

DURATION

May 2021 - current

This is a project that I am working on outside of work hours, where I spend many evenings and weekends working closely with the founder.

TOOLS USED

RESEARCH METHODS

Qualitative: Qualtrics survey, 1:1 interviews, focus groups

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Empathy Mapping

I ran one to one interviews with students who had participated in previous ThinkHER ambition workshops.

Image by Lukas Blazek

DISCOVERY PHASE

In order to understand the pain points, needs, and motivations of young females looking at GCSE, A-Level, university, and postgraduate career options, I decided to interview five key age ranges: 14, 15, 16, 21, 24.  

I recruited the participants by:

  • Sending an email to the ThinkHER ambition database

  • Reddit

  • Facebook

  • LinkedIn

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INTERVIEW QUESTIONS

Section 1: Introductions

  • Can you tell me a little bit about yourself?

  • What are you studying at School?/ University?

  • Why did you choose these subjects?

Section 2: Choosing A Levels/ Guidance

  • What resources did you use to make these decisions?

  • How has the school that you attended helped you in this process?

  • Can you tell me a bit more about the process of guidance you’ve previously had or not had at school?

  • Was the guidance enough for you to make your decision? Why? 

  • What are your plans for after college/ university?​

  • Why are you interested in this area?

  • How have you researched this so far?

Section 3: Jobs/ Careers 

  • What would you say your dream job would be? Why?

  • What interests you about this job/ field?

  • What skills do you feel you would need to do this?

  • How have you researched this so far?

  • Which elements of researching a career are important to you?

 

Section 4: Information

  • Which social media channels do you use?

  • What do you like about them?

 

Section 5: online learning 

  • Do you currently do any online courses? Which ones? Why?

  • How do you feel you learn best? In what environment?

 

Section 6: Aspirations

  • Who do you find inspirational? Why?

USER PERSONAS

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KEY INSIGHTS

1. Subject and career guidance is worryingly scarce and under-resourced at every level of the education system in the UK

2. Students feel they don't have anyone to speak to, to fully understand subject level and career choices.

PROBLEM STATEMENT

ThinkHER ambition needs a way to connect young females with industry professionals because students lack the understanding of careers, industries and roles when choosing subjects at GCSE, A-Level, at University and beyond.

UI DEVELOPMENT AND IDEATION

Taking the insights into consideration, I brainstormed 2 key concepts. Learning and Mentoring. I then audited competitors in the market to understand what worked well for it's users.

LEARNING

MENTORING

HIGH FIDELITY WIREFRAMES

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Let's Chat

07584 055 740