Goodwill of Arizona
2021-2022
Empowering job seekers by personalizing online learning
I led UX strategy and redesign for MyCareerAdvisor.com, a Goodwill-powered platform that supports job seekers through online training, resume tools, and job search assistance. As the first designer hired, I built a design foundation from scratch—introducing UX strategy, stakeholder workshops and analytics —while creating a long-term vision for a personalized digital career advisor.
This case study captures how I improved key pages (Homepage and Training flow) to support user readiness and confidence, even as the full redesign was only partially implemented before I transitioned off the project.
Problem area
Lack of personalization created dead ends, not pathways.
Goodwill’s mission is to help individuals—especially those facing systemic barriers—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 But the site was outdated, impersonal, and hard to navigate.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 had low digital literacy and needed step-by-step support tailored to their current situation—whether they lacked access to transportation, education, housing, or confidence using a computer.
I joined as the first designer with a mission: to transform this static website into a personalized virtual career advisor.
Design goals
What I aimed to achieve
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. It included questions about barriers (e.g., childcare, housing). The responses powered the homepage recommendations and offered support relevant the user.
Onboarding
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.
Confirming and reviewing transfer
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 Screen
Retrospective
