Goodwill Nonprofit
2021-2022
Designing clarity and confidence for underserved job seekers
My Role
As the first Product Designer, I led end-to-end design across research, strategy, and execution, partnering closely with stakeholders and engineers to reshape how users were guided through the platform.
Outcome
Defined UX foundations for onboarding and learning, aligning stakeholders around a personalized virtual career advisor vision and contributing to increased organizational investment in UX.
Problem area
Lack of personalization created dead ends, not pathways.
Goodwill’s mission is to help individuals find and keep meaningful jobs. Their platform MyCareerAdvisor.com offered resume tips, basic training, and job board links. But the site was outdated, impersonal, and hard to navigate. Most users needed step-by-step support tailored to their current situation—whether they lacked access to education or job resources. I joined as the first designer with a mission to transform this static site into personalized virtual career advisor.
Product before redesign
Design goals
Guiding users toward clearer next steps
Design decision 01
Creating a digital intake flow to support personalization
When the user landed on the site, there was no digital logic to determine where they should begin. The platform treated all job seekers the same—whether they were starting out, changing careers, or returning after time away. To enable tailored support, I created a digital intake questionnaire mirroring what in-person staff did manually at the career center. The responses powered the homepage recommendations and offered support relevant the user.
Design decision 02
Making the homepage feel personal and actionable
The homepage became the heart of the personalized experience. After completing onboarding questions, users would land on a dashboard showing top recommended actions (e.g., take digital skills course, build resume) and saved progress. I used progressive disclosure to avoid overwhelming users—allowing them to start small and build momentum over time.
Design decision 03
Making online training easier to explore
Our data showed most users lacked basic digital literacy. Yet training content was buried in long blocks of text, filtered only by location. I redesigned the experience into a scrollable, card-based layout with stronger visual hierarchy and clear module structure to be more scannable and guided.
Online Trainings Screens
Retrospective
